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Many brands are being held back by a narrow view of 'culture'. Our holistic approach challenges marketing stereotypes, and finds the real-world territories that unlock the full potential of your brand and communications.
Cultural insight.
Audience development.
Helping your brand take its place in culture
Worldviews is our holistic approach to segmentation. The marketing and research industries tend to think that understanding people is all about understanding differences. We believe that if you want a strategy that truly sets you apart from the competition, you need to start thinking about what people have in common. ​​
Spot the difference?
When it comes to worldviews, 'Gen Z' look quite like everybody else...
All UK Adults
UK Adults 16-24
Source: everyday people 2024
Base: UK Adults 16+ (n=2,751)
Marketers have a highly materialistic view of what constitutes the 'good life'. They see a much strong correlation between income and quality of life. Dramatically underestimating the quality of life for everyone earning up to £50k per year (77% of the UK) whilst overestimating the quality of life of the highest earning 10%.
Most people have better lives than marketers think
Source: everyday people 2025
Base: UK Adults 16+ (n=2,000), Marketers (n=150)
Start thinking differently