blogs
Insights and Perspectives is where we share the questions we are exploring and the ideas shaping our work. Here you will find thoughtful reflections, practical sensemaking, and grounded points of view that help you focus on what matters and make well-informed decisions.
.png)
Generations: Marketing’s Favourite Shortcut (and Why It Needs Retiring)
Every few weeks, another thinkpiece appears promising to decode what Gen Z really wants, how Millennials think, or why Boomers are loyal but allergic to apps.
.png)
Kiwis Didn’t Welcome IKEA — We Reshaped It
When IKEA New Zealand finally opened its doors at Sylvia Park on 4 December 2025, the global narrative was predictable: Sweden’s blue and yellow giant arrives in Aotearoa. But that framing misses the real story. IKEA didn’t simply enter the New Zealand retail market. New Zealand reshaped IKEA long before the first trolley rolled across the polished concrete.
.png)
We’re All Treasure Hunters: The Psychology of Op Shopping
Once upon a time, ‘second-hand’ was a necessity, often a distress purchase. Now? It’s a sport. It’s a ritual; practically a personality trait. We don’t just pop into Op shops anymore; across New Zealand, second-hand shopping has become a hunt.


