Gen Z girls Consumer Insights Gen Z’s Brand Loyalty Problem: Spoiler, They Don’t Have Any Executive Summary Gen Z doesn’t care about your legacy, your logo, or your loyalty program. The signal: the most brand-savvy generation in history is also the least loyal. The deeper truth? They’ve grown up in a world of infinite choice, algorithmic influence, and collapsing attention spans — and they By Tobias Dahlberg • 2 min read
u1492637478_a_group_of_Gen_Z_consumers_hanging_out_in_the_lat_ddf9f06b-49b9-485e-8bc3-1bf14ace4a3f_2 Disciplines The Belonging Economy: How Community Replaced Consumerism How Connection and Community Became The New Currency of the 2020s In Brief In an era of infinite choice and collapsing trust, people are no longer buying products — they’re buying places to belong. The institutions that once gave life meaning — church, nation, workplace, even family — have lost their gravitational By Tobias Dahlberg • 5 min read
coffee plantation authenticity Branding Authenticity as Brand Currency: When Truth Becomes the New Luxury In Brief Flawless is out. Transparent is in. After a decade of filtered perfection and corporate performance, consumers now prize raw honesty over polished illusion. From unretouched campaigns and “behind-the-brand” founders to open sourcing sustainability data, authenticity has become the new credibility currency — a signal of integrity in a culture By Tobias Dahlberg • 3 min read
carrefour store Disciplines The Retail Ad Empire: How Stores Became the New Media Giants In Brief: The most powerful advertising platforms in 2025 aren’t Google or Meta — they’re supermarkets, marketplaces, and e-commerce apps. Retailers are turning their transaction data into gold, building retail media networks (RMNs) that sell ad space across websites, apps, in-store screens, and delivery boxes. The result: a new By Tobias Dahlberg • 3 min read
man working 1 Branding The Streaming Brand Collapse: Why Consumers Don’t Care About Your Platform Logo Streaming platforms spent a decade fighting for brand recognition. The signal: it didn’t work. Consumers don’t care whether it’s Netflix, Max, or Peacock — they care about content. The deeper truth? In subscription markets, the logo doesn’t drive loyalty — the library does. The shift is from platform By Tobias Dahlberg • 1 min read
