Instagram has quietly introduced a major change over the past few weeks: creators and brands can now include only five hashtags per post or Reel, down from the previous 30-hashtag maximum. This update is part of a broader shift in how the platform prioritises discovery, relevance and performance. Hashtags are no longer the main driver…
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If you’ve been scrolling through Instagram or TikTok, you’ve probably noticed that shopping is happening everywhere. Products pop up in your feed, in short videos and even in live streams—and before you know it, you’re adding them to your cart without leaving the app. This is what we mean when we talk about social commerce…
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Health-led eating continues to evolve, and M&S’s latest food health trends report offers a clear snapshot of what consumers are prioritising right now. Rather than restrictive diets or short-lived wellness fads, the focus has shifted to everyday optimisation — small, intentional food choices that support long-term health. From fibre-first shopping habits to a growing interest…
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January is far more than the start of a new calendar year — it’s a unique month for consumer behaviour. The January Reset is the time in which we reassess priorities, set intentions and explore new routines. After the high-spend, indulgence-heavy months of November and December, many of us shift focus to balance, wellness and…
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Awareness days have become more than just fun dates to celebrate quirky topics—they’re now powerful tools for marketers. From impactful days like International Women’s Day to delicious ones like National Chocolate Day, these calendar moments give brands a reason to connect with audiences, drive engagement and show their values in action. In 2026, planning around…
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This week, Waitrose launched its annual Food & Drink Report, offering a snapshot of how the nation is shopping, cooking and snacking as we wrap up 2025. Based on thousands of customer responses and real in-store sales data, the report highlights a consumer mindset shaped by cost-of-living pressures, changing lifestyles and a renewed appreciation for…
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As we wrap up November, brands haven’t just been leaning into the festive season — they’re tapping into real purpose, bold ideas and culturally relevant moments. This month’s consumer marketing round-up is a mix of creativity, empathy and smart storytelling. If you’re wondering where the Christmas campaigns are, we’ve left them out on purpose —…
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Christmas ad season is here, and 2025’s campaigns are bringing the perfect blend of nostalgia, humour and festive magic. From familiar faces and beloved characters to cinematic storytelling and real-life heroes, this year’s ads remind us why we can’t help but get swept up in the holiday spirit. From tears to laughs, here’s a roundup…
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Once defined by early morning queues and in-store chaos, Black Friday has evolved into a digital-first, month-long retail strategy. What began as a single day of sales now reflects a much broader shift in consumer behaviour — and a fundamental change in how brands plan and execute seasonal marketing activity. From the High Street to…
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