The Soapbox is our monthly foray into the realm of Connection, Culture, and Change. Connection. The pandemic accelerated the use of online platforms for socializing and the Metaverse...

Owners judge a foods success not just on whether the cat eats it but whether they visibly enjoy it. When the cat likes and consistently eats the food most people breathe a giant sigh of relief. If a brand can establish itself (both mentally and emotionally) as the go-to brand early there is a strong likelihood they will still stay in-brand.

No Alcohol and low Alcohol growth rates in Asia have typically been the same as the West. However, the region’s unique social and cultural context, along with its complicated relationship with alcohol means that the reasons for that growth may not be the same. So, what are the unique demands that L/NA is meeting in the market? And what category assumptions should alcohol brands be avoiding to ensure success in the region?

Most owners are exceptionally good at interpreting their pet’s behaviour to determine whether they had made a good choice (success) or a bad one (failure). When a cat rejects the food, or even starts eating it but then stops, most owners begin to get a sinking sensation in their stomachs. How people respond in this moment can have a big influence on which brands ever make it into the basket again.

The male grooming market in India, valued at INR 140.50 Bn in 2018, is expected to grow to INR 319.82 Bn by 2024 with an annual growth rate of 15.14% during the forecast period 2018-2024. We decided to take a closer look…

Understanding the psychology and behaviour behind each facet of the cat food decision-making journey to help brands understand exactly how to influence the cat owner at the right time, in the right place and at just the right moment.

We know building a brand that people will actually care about is a journey. It takes blood, sweat, tears… and a hell of a lot...

Check out our latest piece, “Exploring Connection in the age of COVID,” a conversation with Katie Survance of Constellation Brands International. First presented at the MRS Digital Ethnography Summit 2021.

Today more people are entering the decision-making journey for cat food than at any time before. The impact that COVID-19 has had on the lives...

At The Sound, our job is to not only understand what's right in front of us...but to look ahead. What we see is circular economy leaders outperforming rivals.