Consumer Trends
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Thorne and the design language of trust
Just minimalist enough. And a reminder of what good design can buy your brand.
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Consumer Trends
The 25 brands consumers most identify with — and the 25 they aspire to
Nike is who they are. Gucci is who they want to be.
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Consumer Trends
Meet the Optimizers
In our
Consumer Trends
research, a third of Americans identify as being in ‘optimization mode’. They want max health and max pleasure, and are willing to pay for it.
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Brands
Loonen is the bottled water that hot-girl influencers, Volvo moms, and detail-obsessed product nerds can agree on
“I might be 90% plastic at this point,” founder Clara Sieg says, “but my daughter isn’t, and that is a really precious thing that I want to try and protect.”
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Follow the Money
DTC isn’t dead
It’s just different now.
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Executive Briefing
The next 40 million GLP-1 users
How they’re different and what it means for food businesses. Also: Why Grüns won.
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Executive Briefing
Has Sweetgreen hit bottom?
Wraps to the rescue, after years of drifting?
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Executive Briefing
David Protein has our attention. Here’s the bigger plan.
Peter Rahal on building a house of brands, the new David Bronze, and winning in the bar category. Plus: What Americans actually mean when they say they want to eat ‘clean’.
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Executive Briefing
Waymo is the rare case where a product genuinely exceeds expectations
Also: Do all founders need to become Instagram influencers? And who’s cutting back on Chipotle?
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Executive Briefing
The future of shopping is coming into view
With Walmart and Shopify onboard, can OpenAI train humans to shop with ChatGPT?
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Brands
Obvious Shirts and the business of fandom
How a Chicago Cubs superfan built a multi-million-dollar merch business without spending on ads — and why staying niche might be better than trying to scale.
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Executive Briefing
Chase’s $800 Sapphire Reserve: The math is messy, but the strategy is brilliant
Chase and Amex are transforming credit cards into lifestyle subscriptions, designed to redirect your spending. (And for the first time, I’m reconsidering my membership.)
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Executive Briefing
Daydream, AI, and the future of shopping
Also: AG1 at Costco, Parachute pulls back from retail, and why Netflix can’t really compete with YouTube.
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In Conversation
How to build a better subscription business
Oats Overnight gets 90% of its DTC customers to subscribe immediately. Founder Brian Tate shares its strategy.
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Consumer Trends
Introducing the
Consumer Trends
Food Feelings Matrix
We asked thousands of Americans to rate 96 food and drinks, from almond butter to whiskey. Here are the healthiest and funnest.
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Executive Briefing
Uncharted Tarifftory
Welcome to the dumb kind of volatility.
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Executive Briefing
Resy’s million-dollar tables
And the real value of reservation platforms. Also: Did the restaurant industry learn anything from Covid? And,
What’s Working
w/ talent and influencers.
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Executive Briefing
What Ozempic users are buying, a year later
Answering a big question as America’s favorite weight loss drugs go increasingly mainstream. And a
What’s Working
dispatch: How Made In builds ‘durability of earnings’.
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Executive Briefing
The things that inspired me in 2024
A year-end gift guide for the mind.
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Consumer Trends
The best of
Consumer Trends
2025
Key threads and the best charts from my new report with Coefficient Capital.
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