Thought Leadership

The world is still built for pairs – single women are paying the hidden penalty

More women are choosing to build full, self-directed lives outside of traditional couplehood — and many are happier for it. Mintel reports that 61% of UK single women say they are happy being singl...

8th March 2026   |   3 minute read

DNA of Campaigns Decoding the DNA of Hinge’s ‘No Ordinary Love’: Swiping right to the power of real stories

People love love – or at least, we’re told we should. It’s everywhere: in our feeds, in our films, and inevitably in the questions from relatives (anyone looking forward to dinners with the exte...

9th December 2025   |   3 minute read

News

Season’s Greetings from Brand Genetics

We always do things a bit differently at Brand Genetics, including our Christmas cards We don't do boring, and we believe that strategy, like life, should have a bit of a spectacle and be a little mo...

9th December 2025   |   3 minute read

Winning in the post-appetite environment: GLP-1 The Post-Appetite Consumer: A Brand Genetics Briefing

How hungry brands can win in a new context   SIGN-UP HERE TODAY GLP-1s are not just a diet trend, they are a biological rewiring of your customer. The era of "volume-based growth" with thi...

21st November 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Pepsi Prebiotic Cola

Alert: commotion in the beverage aisle! Something’s brewing in the functional beverage category… PepsiCo has announced the launch of Pepsi Prebiotic Cola in early 2026. This follows its big acq...

4th November 2025   |   3 minute read

Winning in the post-appetite environment: GLP-1 Decoding the DNA of weight loss drugs (GLP-1s)

The end of impulse? How appetite drugs are redefining consumer choice GLP-1s are already having a profound impact on consumer behaviours, and it is a question of how - not if - they will continue t...

28th October 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of ‘Grimy’ Havaianas: How they turned a meme into a masterclass in cultural fluency

Since their launch in 1962, Havaianas has embodied Brazil’s spirit: casual, joyful, and unapologetically local. Originally designed as affordable footwear for the working class, their simple design ...

7th October 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Rhode: How Hailey Bieber used sensorial marketing to glaze a million-dollar brand

At Brand Genetics, we know that the best brands don’t just sell products, they sell experiences. Following our deep dives into Starbuck’s code-switching success and Duolingo’s viral mischief, we...

14th August 2025   |   3 minute read

Thought Leadership

The GLP-1 Effect: Rethinking demand spaces is no longer optional

GLP-1 is set to revolutionise the food and drink landscape, reshaping consumer motivations and altering routines, cravings, and nutritional needs. This seismic shift challenges traditional demand s...

24th July 2025   |   3 minute read

Forward Thinking Thought Leadership

Bar Convent Brooklyn ’25: 4 Strategic Takeaways from the International Bar & Beverage Trade Show

We came, we saw, we sipped. While BCB London (previously Imbibe) has been a staple for Brand Genetics for many years, this year we headed to the cocktail capital of the world to get to the cutting edg...

2nd July 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Duolingo: What Every Brand Can Learn from a Green Owl Gone Viral

Once an app for earnest language learners, Duolingo has become an unlikely cultural icon. Today, its mischievous green owl is more meme than mascot—popping up on TikTok, attending Charli XCX gigs, a...

2nd July 2025   |   3 minute read

DNA of Campaigns Decoding the DNA of Starbucks Protein Coffee: How Code-Switching Brewed a Breakthrough

In a market crowded with functional drinks and frothy claims, Starbucks has managed to stand out. Their Protein Coffee RTD (Ready-to-Drink) is more than just a new SKU; it’s a case study in brand ev...

2nd June 2025   |   3 minute read