Drop N°2

Originally released on the 28th of May, 2025.

Download our second drop and receive four memos with a deep dive into the future of consumer strategy.

This drop includes:

✦ Books as merch: Hardcover is the new handbag. Books are back, not just to read, but to signal. Prestige, taste, and status, bound and printed.

✦ AI companions: They’re here, they’re emotional, and they’re sticky. And they’re more Her (2013) than Clippy the Clip.

✦ Young luddites: Gen Z hates social media… while living on it. A love-hate saga brands need to decode fast.

✦ Snus are for girls: Motorsport girlies, TikTok trends, and the new pink frontier of nicotine.