Understanding Gen Z: Defining Moments for a Generation

While news surrounding millennials and their choices continues to appear in headlines, the generation that follows — Generation Z — is also trending as its members grow older, begin entering the workforce and continue increasing their buying power. Now, as…

Supporting Small Businesses During a Pandemic

Last year, small businesses employed nearly half of the United States’ workforce, driving job creation and economic growth. Under normal circumstances, we would celebrate the accomplishments of the small business community this National Small Business Week. The coronavirus pandemic has…

Community in a Time of COVID-19

Humans are notoriously bad at anticipating how a catastrophe might affect them, particularly if they don’t have an existing benchmark to measure against, so lockdown has carried its own specific set of frustrations. The speed at which our normal changed…

Quaker Life Cereal: Going Old-School to Give a Once-Loved Cereal Brand New Life.

How can Life cereal prove to a major retail partner that it’s more than just Mikey who likes it? The cereal category has been in decline since 2016, but one Life-sized brand found a way to increase sales over 7%…

Bringing Brands Back to Earth

A few months ago, I would have bet on Earth Day 2020 being D-day for brands to prove their sustainability creds. The consumer mindset well and truly shifted to ‘green’ in 2019, with many changing lifestyle and consumption habits to…

Culture Over Consumption

We’ve just come out of a frenzied decade of consumerism moving at such pace alongside social purchasing abilities that new vocabulary, jobs, scrolling injuries came into play - and that phenomena, in a nutshell, could be described as content. But…

Through the Looking Glass: What Today’s Conversations with Consumer Brands May Reveal about Trends Tomorrow

For the past month, we have been creatively brainstorming and strategizing with clients to reinvent our plans. While it’s difficult for many to look beyond the crisis, particularly when colleagues, friends and families have been personally touched, brands increasingly recognize…

Marketing for Our Favorite Furry Family Member

Cute pic of kitten or puppy; healthy dog running through a field = pet brand marketing campaign sewn up. Right? Wrong. Marketing to pet lovers can be a complex landscape to navigate. Valued at $225 billion, the United States pet care industry is highly…

The Era of Post-Traumatic Marketing

Helping Consumers Cope After COVID-19 Like a therapist might, I often turn to an exercise that explores the emotions consumers experience with a brand and how the brand makes them feel. I ask questions like: Overall, how would you describe…

Keeping Creativity Alive

“These sure are interesting times!” That was the common phrase used by friends and colleagues during our first FH-WFH (Work From Home) week. And honestly, how can you disagree? It was a whirlwind as we all started to grasp and…

While You Were Sleeping…

It’s hard to miss the interest surrounding that magical time when your head hits the pillow ‘til your alarm blares (hopefully) eight hours later. From new industry buzzwords like sleep debt, social jet lag, even clean sleep, to the constant…

A How-To Guide to Joining the Gender Equality Conversation

Today, consumers want to connect with brands on a deeper level. As the FleishmanHillard Authenticity Gap findings show, they don’t just want to buy a product or service, they want to connect with brands that support issues that are important…

Leap into Marketing Gold, Once Every Four Years

Consumer Brands Have Turned Leap Day into the Ultimate PR Occasion  This is no “common” year (the official name for a non-Leap Year year), it’s a Leap Year, and that means our Gregorian Calendar is playing catch-up with the astronomical…

How a Day Celebrating One of America’s Favorite Cocktails Can Open the Door to an Entire Industry

When was the first time you experienced tequila? Let me guess – a shot on your 21st birthday? And what was your experience? Perhaps a burning sensation, followed quickly by the taste of salt and a lime. A notorious first…

Lessons in (and from) Black History

Like many kids, my mom put me through what felt like countless hours of flash card drills. Math, grammar, spelling, you name it. But for all the flash cards I’ve forgotten, there’s one set I think of often: Famous Black…