Rising fuel costs and travel uncertainty are reshaping summer holiday behaviour. Rather than cancelling plans, consumers are becoming more cautious; prioritising flexibility, reliability, and control over aspiration, with a shift towards later bookings and lower-risk travel options.
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
Easter 2026 reveals a more intentional shopper; balancing value with selective indulgence. Consumers are still spending, but they are more considered, seeking products that feel genuinely worth it while showing a growing appetite for innovation that the market is not fully meeting.
The much anticipated John Lewis Christmas advert launched this week and many have declared it now ‘officially ok to talk about Christmas’. We’ve watched the new ad and, like many others, we had two reactions.
When thinking about memorable adverts, we often think of those amusing or beautiful ads which are shared on social media and get millions of views on YouTube. Unfortunately, not every advertising campaign can win Cannes…