Entrepreneurship in the Black Market
Conversations surrounding the legislation and legitimacy of marijuana use are nothing new. Lately, the topic has become seemingly unavoidable within public discourse. However, marijuana’s renaissance...
Get Your Head Around the Movement or Move Over
The legalisation of weed is progressive controversial at its best, and ignorant at its worst. As a strategist and qualitative researcher my job is to...
Puff, Puff, Pass: What Do Tokers Think?
Over the past couple years, The Sound has been exploring how, what used to be considered the ‘fringes’ of society, are now powerful drivers, shaping...
Kids N’ Culture – Gen Z Education
Communicating effectively with younger generations requires brands to understand how education and technology influence their perspectives. Strong brand communications help create relevance in rapidly changing...
The Genesis of Gen X
The origin of the term “Generation X” is still a bit murky. We know that Douglas Coupland popularized it with his 1991 collection of short...
A Gender-bending Look Into Gen Z
You’ve probably heard us talk a lot about Gen Z, the post-millennial generation currently coming of age. We’re continually in pursuit of an understanding of...
Discovering Luxury Through a Gen Z Lens
Unable to afford the category of products at this early life stage yet being highly engaged with the category to understand its nuances – this...