Our latest studies
Each study is an exploration of a cultural territory. Click to read the details or get in touch to learn more about our expertise.
In Paris, everyone's into running. But no one takes the time to ask the questions you need to understand why.
What motivates young Parisians to start running? How does this activity strengthen their identity? We went and spoke with runners. And we explored their world: running practices, races, running clubs, and influences. More than just trends, our findings reveal profound cultural shifts and provide tools to track them: the Running Maturity Score, a classification of 10 different types of runners, and a playbook for brands in the industry.
Why do French youth march every Sunday for the planet while the same generation wears Shein?
The paradoxes of the eco-conscious generation in 12,193 responses. 98% of 13-28 year-olds say they care about the environment. And yet: they buy fast, buy a lot, and dress according to hype cycles that keep accelerating into the absurd. We set out to understand this blockage and to offer 6 ways to get out of it. For brands, for individuals, for the whole industry.
« Why should we be the ones to limit ourselves, when older generations did whatever they wanted for years? »
« Sometimes you buy a piece and by the time it arrives, you've forgotten you ordered it and you wonder if you even wanted it. »
« Being eco is hard. It just doesn't feel good. »
