Services

We’ve developed a number of services that allow brands to rapidly understand the world they are operating in.

What?

Our services spans from culturally led qual insight to help brands navigate consumer belief through quant insights, blending large historical data sets to help identify, innovation and areas to drive growth. All built on cultural led, human insight and understanding.

This leads to better understanding, better communications and marketing and real sustainable growth.

A Brave New World

In 2020 outraged that a sugar drinks business should be the major sponsor of a huge sporting event Cristiano Ronaldo decided to remove two Coke bottles from a post match live TV press interview and replaced them with water. The results? A $4 billion drop in the market value for the American drink brand.

Meanwhile, Nike added $6 million in US revenue as a result of making Colin Kaepernick the face of one of their ads after he knelt during an American football game protesting police brutality.

WayFinding

A New Paradigm

In an opinion-charged environment, consumers are making brand choices to identify who they are and what they stand for.

… of consumers expect brands to be positive contributors to society

Brands that don’t align with customer beliefs pay the price

… of consumers walk away from the brand in frustration. One in five (21 percent) never come back.

“Brands are not prepared for the values-led cultural change that is sweeping the world's consumers. There will be big winners and big losers in the next 12 months”

— Tim Parkinson, TheCltr Partner and former Nike CMO

TheCltr has developed a bespoke tool, The Growth Index, that brings together the large volume of data held by organisations; blending trends information with category data (startups, scale-ups and established players) plus governmental and parallel industry data where available.

The Growth Index provides insight on two core but connected areas:

Guiding Growth

Helping to identify future market and consumer demands and opportunities where business can grow for tomorrow.

Identifying areas for innovation

Helping to identify areas where consumer demand and behaviour is changing dramatically, and where innovation can enable an organisation to lead the market and be the first choice for consumers.

The Growth Index

Working together to create exceptional leadership

Mapping and understanding what the future may look like and where growth may take place.

We‘ve developed a service where we can create a Growth Index that can map the historical drivers of change within a specific category and for a specific brand*. By focussing on culture and cultural drivers to help clients understand where the future might sit over the next 5 to 10 years. This would allows the business to understand through insight and data where innovation and growth can come from.

“We will work with you to create a specific definition(s) per brand using variables like subsector, business size, region, etc. based on your current and potential clients, and design the entire process accordingly”

— Daniela Fernandez, The Cltr

We are experts across four sectors and areas (although we cover many more). Click below to read about some of our most recent work and discoveries.