Culture has no playbook - but Newwave™ knows where it’s headed.
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Cultural Thinking
The Situation
Consumers are changing faster than ever, and brands are feeling it.
As technology, society, and culture reshape behaviours, businesses are struggling to keep up, watching new movements unfold without knowing how to connect with the next wave of consumers.
The Challenge
For years, age has been the key metric in marketing, fixating on generations to stay relevant, but that’s a narrow view.
Generational marketing suggests people in one age category act the same - which they do not. Maintaining brand relevance and acquiring new customers is not about age, it is about behaviours, interests and context - it’s about culture.
Failing to understand where the cultural conversation is headed leaves brands stranded, unsure how to connect.
The Culture
By understanding culture, we understand consumers.
When we say culture, we aren't talking about how baggy your trousers are; we are talking about the new behaviours adopted by particular groups in society.
As an ever-evolving and influential force in modern society, the cultural economy shapes the way individuals interact with the world around them.
It builds community, influences consumer behaviours, inspires self-expression, drives innovation, and can even forge social and political change.
Meet Newwave™
Newwave™ uncovers the cultural forces effecting your category, through the lens of consumer behaviour.
Blending societal commentary, a unique network of tastemakers, and risk-taking brand reports, Newwave™ joins the dots between where you are now and where you want to be, creating ideas that will resonate.
Newwave™ Methodology
This isn’t about chasing trends or reacting to the moment - it’s about uncovering the insights that drive meaningful ideas and innovation, providing brands with functional reports.
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Our handpicked network of cultural insiders gives you live, qualitative intelligence on emerging behaviours—keeping you ahead of what’s coming next.
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We identify the brands that are about to eat your lunch, using consumer choice as the real behaviour signal. Expect culturally interesting challengers, not just the predictable market leaders.
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Newwave fuses cultural voices, challenger-brand signals and wider qualitative data to surface emerging behaviours and package them into functional reports.
Buy Newwave™
[01] Run a Report
Run a bespoke Newwave Report to reveal the emerging behaviours in your category, packaged in our context → behaviour → recommendations framework, delivered as a functional document.
From £8,000
[02] Monthly Cultural Radar
Your monthly pair of eyes and ears on emerging behaviours, packaged as lighter context → behaviour → recommendations snapshots that keep you ahead, shared as a functional document.
from £2,000 per month
Curious about the next wave of consumers?
Report Directory
Date: 11.25
Report II
Report I
Date: 03.25