Proud to be certified “Top 10 Market Research Firm 2023” by Business Management Review
December 2023
Read our featured profile in the December issue of Business Management Review
What is Gen Z’s fascination with the ’90s?
November 2023
Some brands are tapping into consumers' yearning for the past with retro repeats in their marketing. Read more…
How today’s ‘Millennial Couples’ are finding the keys to everlasting love
Johanna Faigelman, Founding Partner and CEO of HumanBranding, was invited to chat with Now Ottawa’s (CTV Ottawa and Bell Media Canada) Kristy Cameron about a recent Toronto Star article on millennials and marriage, and we’re still talking about it. Hear how Johanna put the company’s Applied Anthropology Thinking™ (AAT) to work, decoding what is a the root of the “millennial divorce mystery” why millennial couples are staying together longer than their parents.
Have a listen below:
Canada’s going grey. Now what?
July 2023
Like many western nations, Canada is getting older – and it’s a trend that’s going to continue. Read more…
HumanBranding at AToMiCon
March 2023
Enjoying in-person conferences never gets old! Especially when in the company of HumanBranding’s CEO, Johanna Faigelman as she adresses the crowd at this year’s AToMiCon. Read more…
Time for advisors to rethink ‘retirement’
November 2022
When Serena Williams announced this summer that her remarkable tennis career would end at the U.S. Open, she didn’t say she was retiring. Read more…
Faces of Marketing Research
July 2022
CEO and founding partner of HumanBranding Johanna Faigelman is a globally recognized leader in humanistic insights. Read more…
A reality check on the metaverse
April 2022
Are we on the brink of a social media-level paradigm shift, or do expectations need to be brought back into the real world? Read more…
A brand lesson from our growing obsession with A/Cs
Aug 2021
Global warming will create sudden, unpredictable and even counter-productive changes in consumer behaviour. Read more…
Facing the inevitability of climate change
The IPCC report made it clear that scorching heat waves and wildfires are here to stay. Are brands ready for the changes they will usher in? Read more…
What can brands learn from fin-fluencers?
June 2021
TikTok has given rise to a host of Gen Z-friendly creators who dispense digestible advice on complex financial concepts. Read more…
How A Shared Trauma May Shape A Generation
October 2020
Their world has shrunk, their education is disrupted, and young people are anxious right now—but positive change follows times of crisis, and the kids will be alright. Read more…
Who is the post-pandemic consumer?
May 2020
COVID-19 derailed the business world and transformed consumers. Which trends will outlive the biggest health crisis of our time? Read more…
Are brands ready for a gender-fluid future?
January 2020
As gender continues to evolve, strategy looks at who is evolving with it, from targeting to advertising to retail experiences. Read more…
How beverage alcohol brands can tap millennial sobriety
November 2019
Why many in the segment are drinking less, and looking for new and interesting offerings when they do. Read more…
From screen to table
September 2019
Kids are hungry for all things related to their favourite charachters, and IP owners are serving it up by investing in food-and-drink brand extensions. Read more…
The clean beauty movement gains momentum
How brands and retailers are tapping into the booming business of clean beauty products. Read more…
How to tailor your strategy to Gen Z
January 2019
Experts weigh in on how to target this growing group in 2019 and beyond. Read more…
Marketing in the Age of Anxiety
How a bevy of brands are jumping on the wellness trend to help people chill out and live their best lives. Read more…
The wider cost of consumerism
December 2018
How consumer demand is leading traditional brands to consider their environmental impact and shift their practices. Read more…
Inside breakup wellness: bootcamps, apps, counselling, coaching and retreats
July 2018
People have been dating and breaking up for centuries – is an entire industry dedicated to heartbreak necessary? Read more…
It came from Canada
January2018
Work from this country has been crossing borders. How brands from Boost to Huggies are embracing this mobility. Read more…
Why you should use cultural anthropology as a business tool
August 2017
Decoding sometimes-subconscious human behaviour can help hit the right target the right way. Read more…
Making TV mass again
July 2017
Managing editor of Strategy Jennifer Horn on fall TV's nostalgic wave. Read more…
Fall TV 2017: Leaning in to brand building
Buyers weigh in on which new shows and classic reboots will catch on as broadcasters bring conventional back to its roots. Read more…
enRoute Magazine
April 2017
Travel tips from a frequent flier. Read more…
Is honesty a brand’s best policy?
From Tim Hortons to "The Worst Hotel in the World," brands are responding to the times and fessing up to flaws. Read more…
Re-examining the reboot
March 2017
Humankind is being willingly overrun by a reboot pandemic. But why do we love a good remake and is it smart for business? Read more…
Waste not, want not
Why brands are riding the wave of conscious consumption. Read more…
What’s trending for 2017?
January 2017
From crickets to wine, here are just a few insights into what's hot for the year ahead. Read more…
When did sleep become sexy?
June 2016
Getting a proper night's rest has become the cause du jour for mattress brands, wearables and dairy farmers. Read more…
Have we reached peak ‘authenticity’?
Some brands tackle pretentiousness with a different vision of everyone's favourite buzzword. Read more…
Nabob and the coffee kerfuffle
How the 120-year-old brand managed to maintain its challenger status. Read more…
On trend in 2016
December 2015
From the sharing economy to age-agnostic marketing, here are a few predictions for the year ahead. Read more…
“Millennials shaking up traditional order of love, marriage then kids”
September 1st, 2015
Featured story in Global News by Patricia Kozicka
Read more…
Weekend reading: Brands tap into foodie culture
May 2015
Why getting in with that trendsetting crowd means more than just posting tasty images of food porn. Read more…
Throwback Thursday: strategy in 2014
November 2015
Let's look back on the past year (so far). In '14, brands challenged gender norms and wearable chatter skyrocketed. Read more…
Trend alert: brands get crafty
October 2014
An anthropological guide for brands getting into handcrafted messaging. Read more…
The trouble with shareable content
Brands are using more graphic content to break through, but have consumers had enough? Read more…
KFC, the hard way
Whatever it is, the way you tell your story online can make all the difference. Read more…
Going for the sentimental shoppers
Food and drink makers are turning to anthropology to capture Canadians’ heartstrings. Read more…
Tim Hortons celebrates half a century
May 2014
Will quietly reflecting Canadians' values be enough to stave off growing competition and resonate with a changing demographic? Read more…
Getting nostalgic about nostalgia
April 2014
Human Branding's Johanna Faigelman looks at why millennials are seeking comfort in "better times" of recent past. Read more…
Knowledge, the new elitism
February 2014
Anthropologist Johanna Faigelman says the elite are no longer born, they're made. Read more…
Axe bromances the older gent
How Unilever ditched the bikini babes, toned down the scent and matured its messaging to reach a demo that’s growing up. Read more…