Insights - TrendER

We are seeing more and more of our clients requesting more face to face focus groups again

In recent years, many focus groups shifted from in-person sessions to online formats, driven first...

Understanding the Multifaceted Consumer: Consumers Beyond Data Points

Understanding the Multifaceted Consumer: Consumers Beyond Data Points Consumers are not as homogeneous as brands...

What Brand Health Really Means in Africa (Beyond Awareness Metrics)

For years, brand health has been measured through a familiar lens: awareness, consideration, and preference....

The Rise of AI-Assisted Consumers: Who’s Really Making the Decision?

For years, marketers have focused on understanding the consumer. but in 2026, there’s a new...

From Advertising to Influence: Where Discovery Really Happens Now

For decades, brands controlled discovery. Media budgets dictated visibility. Creative dictated perception. And consumers followed....

Consumer Sentiment vs Consumer Reality: The Gap Brands Can’t Afford to Ignore

In today’s market, brands are listening more than ever. Tracking sentiment. Running surveys. Monitoring social...

Ghosting_ Let it not happen to your brand

Ghosting means breaking off a relationship by stopping all communication and contact with the partner...

Yellow Bone- a thing of the past? Mass Market

The Zeitgeist in our sociological setting dictates that the lighter one is – from a...

The next generation of the digital workforce

Youthphoria: Today’s youth do not look at the workspace the same way it was viewed...

Passion vs Profession: The age of creativity

The disappointment of qualified mass black youth without jobs in South Africa has shifted the...

“O jewa ke eng”- it shouldn’t bother you

Enter “o jewa ke eng” directly translated what is (eating) bothering you in the search...

Bring Back iBantsela (added value, extra)!

The question needs to be asked whether the average South African is a value driven...

Re-turn on Investment vs Influencers

Influencer marketing is a bone of contention for any brand if we are to consider...

Summer Body for who?

South Africa – On the brink summer and at the beginning of the flowery season...

“I want my skin to pop!” – Organic products

Gone are the days when the prerogative to produce a product\service sat with producer only....

“How can I help you” – Digital Transformation

The technological shift to the fourth industrial revolution beckons for us as a nation to...

The Era of Broadcasters

Humans have an innate desire to experience different moments in life as they carve out...

Umgowo _ I’m Going through…Guys!

A South African IsiXhosa slang word which means that one is going through the most/going...

THRIFTING (re wear it )

Before thrifting became a trend many people were not attracted to buying used clothes, however...

Embrace the “Oksalayo” type

Regardless of the facts presented before me, I reiterate that my misinformed obscure perspective is...

Bringing Fancy to Kasi

Township restaurants have revolutionised its traditional servings to incorporate nouvelle cuisine, gone are the days...

Youth culture and Umswenko (Kasi fashion)

It is the younger generation that is always been in the spotlight where umswenko, street...

“Bazo thini abantu?” What people think of us still matters

A man is not an island – our South African traditional cultures have taught us...

A change in shopping habits for taxi commuters in winter

According to SANTACO (The SA National Taxi Council), Taxis transport approximately 15 million commuters daily,...

Men don’t drink pink drinks!

“Men don’t drink pink drinks and don’t drink using straws” this statement is prevalent when...

More social media options: Tik Tok

From Myspace, to Facebook, Instagram and Snapchat and now Tik Tok The age of social...

Black market: Lifestyle as freedom of expression

“Not only do I want people to see me with all these achievements and money,...

Township as lifestyle choice, not income

The township has long been seen as the residential or geographic habitat for the middle...

More traveling experiences beyond Ekhaya

What is Ekhaya? Most black youth from townships, small towns and rural ares come into...

Online vouchers popular than traditional coupons

Retail shopping paper coupons have never been a popular loyalty program or incentive to the...

Reference leads to relevance: Aspiration has limits

The mass market has been what most brands are targeting of recent. With the emerging...

The art of consumer premiumness

High value product consumers do not necessarily mean that they can afford the products or...

Mass Market Stokvel Season is here

Stokvel as we define it is a the effort by a group of people who...

Environmental sustainability is a competitive advantage

Environmental sustainability has always had a place in the mind of the consumer. It is...

Customers’ are resorting to ‘cocooning’

People always associate nightlife and hitting the town as glamorous and as an experience. However,...

Living life entrepreneurial: Africa Optimism

The traditional ‘9-to-5’ jobs are declining in popularity. The reason for this is millennial’s are...

Online retail growing exponentially

This is the age of the ‘digital natives’. We are living in a time where...

People want diversity and freedom of choice

People want more than ever to be able to choose who they connect with, regardless...

South Africa on the map

We live in a third world country, life’s challenging. One thing is for sure though,...

South Africa: festivals on the rise

People have a growing desire to attend festivals. The challenge for businesses is finding new...

Generation Empathy

The sole purpose of your business is to make a profit. Yet from the consumer’s...

Women: no more playing nice

Women are often seen as the ‘nicer’ sex. However in these more recent times, we...

Male grooming: to shave or not to?

In such beard-appreciating times, there has to be effort made to make shaving great again....

Little Garden

We come from a heritage of being connected to the earth and its resources. People...

Smoking is social

Why do people smoke? By heritage people are non-smokers. Traditionally, tobacco was associated with initiation,...

Young people are getting loud

People come from a heritage that insists children must keep quiet and listen to their...

Sustainable fashion

People have been accustomed to traditional clothing. Sometimes this means attire that respects religious customs...

Teens: compassionate and entrepreneurial

People being clearly identified by clothing is over. For example, a ‘nerd’ can be super...

The youth is fashion

I think it’s possible that we have one of the most fun youth cultures in...

People are living more boldly

People are exposed to so much on social media and when they go out they...