Recent Articles

Unpacking a Generation: Gen Z Holds Two Truths at Once

Read Article

Spiritual but not religious: Consumers look to brands to deliver deeper meaning in an increasingly chaotic world

Read Article

Insight from Ritualized Habits: What our Wordle Obsession Reveals About Us as Human Beings

Read Article

All Articles

A Spotlight on Jobs That Illuminate Our Fundamental Human Need for Understanding

As you may recall from our earlier post about our recent study, we are using the lens of Jobs To Be Done to unpack how our Fundamental Human Needs are coming to life. Our first spotlight is on the Fundamental Human Need of “Understanding” because, well, it’s November and we’re trying to make heads or tails of our lives right now. And there are a lot of pressing questions: Depending on your school system and local COVID positivity rates, will classes remain remote, hybrid or in-person? What will happen with our work and work-life balance as the pandemic stretches on and we forget about the office or continue to navigate a job search or front-line work? Will our communities come together after our election or remain politically divided? What’s the deal with Thanksgiving? From the simple to the complex we are seeking understanding now more than ever.

View the Whitepaper PDF