Culture has no playbook—but Newwave™ knows where it’s headed.
The Situation
Consumers are changing faster than ever, and brands are feeling it.
As technology, society, and culture reshape behaviours, businesses are struggling to keep up, watching new movements unfold without knowing how to connect with the next wave of consumers.
The Challenge
For years, age has been the key metric in marketing, fixating on generations to stay relevant, but that’s a narrow view.
Generational marketing suggests people in one age category act the same—which they do not. Maintaining brand relevance and acquiring new customers is not about age, it is about behaviours, interests and context—it’s about culture.
Failing to understand where the cultural conversation is headed leaves brands stranded, unsure how to connect.
The Culture
By understanding culture, we understand consumers.
When we say culture, we aren't talking about how baggy your trousers are; we are talking about the new behaviours adopted by particular groups in society.
As an ever-evolving and influential force in modern society, the cultural economy shapes the way individuals interact with the world around them.
It builds community, influences consumer behaviours, inspires self-expression, drives innovation, and can even forge social and political change.
Meet Newwave
Newwave™ uncovers the cultural forces effecting your category, through the lens of consumer behaviour.
Blending societal commentary, a unique network of tastemakers, and risk-taking brand reports, Newwave™ joins the dots between where you are now and where you want to be, creating ideas that will resonate.
THE BEATING HEART OF CULTURE
A TOOL BY UNFOUND
What is Involved:
This isn’t about chasing trends or reacting to the moment—it’s about uncovering the insights that drive meaningful ideas and innovation, providing brands with functional reports.
-
We gather live insights from our on-the-ground network of culture shapers, because trust us, the people filling out forms online for a fiver are not the ones living and breathing culture.
This isn’t about influencers; it's about individuals who can see past the noise, decode what's actually happening, and report back. Our modern 'roundtable' is curated by us to keep you ahead of the curve by tracking emerging behaviours in your category.
-
We build reports of the brands who are coming to steal your lunch money, because the brands consumers choose often reveal more about their behaviour than what they say.
We are talking about the risk-takers, the challengers, we report on competitors that are culturally interesting, not just commercially successful.
-
As culture evolves, so do the values that drive behaviour. We share bi-annual social listening reports that reveal what people truly care about in the moment.
These cultural insights highlight emerging trends, spotlight the brands making waves, and share the on-the-ground perspectives of our network. Available for download, our reports are the cornerstone of Newwave, providing the foundational insights you need to stay ahead of the curve.
How To Use Newwave™:
These reports and insights are designed to become the foundation of ideas within your organisation.
Inform a new brand
Inform a campaign
Inform NPD or future thinking
Curious about the next wave of consumers?
POWERING INSIGHTS AT UNFOUND STUDIO