Our Thinking

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...

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 origin of the term “Generation X” is still a bit murky. We know that Douglas Coupland popularized it with his 1991 collection of short...

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...

Unable to afford the category of products at this early life stage yet being highly engaged with the category to understand its nuances – this...

At The Sound, we place individual experience at the heart of our work and expand outwards. So we put our feet on the ground on...

Rapid lifestyle changes have increased the importance of consumer exploration research to uncover emotional motivations, emerging behaviours, and cultural trends that shape future purchasing decisions...

Poole’s Land in Tofino, B.C. has been known as many things over the last 30 years (“ecovillage” and “hippie commune” to being with), but today...

Artists Catherine King and Wayne Adams built their innovative home off the coast of Vancouver Island. Learn about their strategy when building their sustainable home, and how the development has been helped and hindered.

Never mind living off the grid. Meet the couple who live in a different century. The Victorians: Modern Life is Rubbish. Shunning modern day convenience...