The Meaningful Middle: Holding contradictions without losing clarity
HUE & CRY Premium used to mean picking a lane. Focus. Identity. A clear stance. But in today’s dissonant world, brands are being asked to hold emotional multitudes. People want indulgence and restraint. Escapism and purpose. Timelessness and trend. If you only do one, you feel rigid. If you try to do everything, you feel […]
The Joy Paradox: Why premium brands struggle to spark real emotion
HUE & CRY Joy isn’t what it used to be. In an era of climate anxiety, news fatigue, and burnout, consumers still seek emotional uplift — but it can’t be forced. For premium brands, that’s a fine line: how do you create joy without it feeling fake? In our Dissonance Decade webinar, we explored the […]
Premium is personal, now (and inconsistencies are the point)
HUE & CRY The idea of a “premium consumer” used to be a fixed profile. High income. High loyalty. Predictably tiered choices. Not anymore. Today’s consumers blend high and low without blinking. They might fly budget but spend on a luxury villa. Buy supermarket wine, then order top-shelf mezcal at the bar. What matters now […]
Attention is the new luxury (but you only get one shot)
HUE & CRY Premium used to speak slowly. Now, it has to somehow shout quietly with immediacy. In a market where attention is the new luxury, premium brands are facing a paradox: consumers say they want deeper meaning, but give you eight seconds to deliver it. Depth still matters. But only if it lands fast. […]
Welcome to the Dissonance Decade: The contradictions shaping today’s premium consumer
HUE & CRY There’s a reason so many brands feel like they’re spinning their wheels. We’re in a moment where the rules have changed, but no one sent out the memo. Welcome to what we call the Dissonance Decade, inspired by the excellent ChangeMaker report by Akin. As part of our Hue & Cry premium […]
Limitless luxury & layering value for modern travellers
HUE & CRY Luxury is no longer about checking in. It’s about checking out: of routine, of roles, of the expectations that define everyday life. In modern travel, “premium” has become a layered proposition. Less about opulence, more about resonance. Less about five-star symbols, more about how an experience makes you feel. According to American […]
Imperfection is the new way of life
HUE & CRY Luxury has always been about signalling. But what it signals, and how, is evolving. We’re entering the post-quiet luxury era. Where once consumers looked for smooth surfaces, flawless finishes, and high-gloss design, they now look for the opposite. Texture. Variation. Marks of the maker. In food, drink, and travel, imperfection has become […]
High-Low snacking & the democratisation of indulgence
HUE & CRY The snack aisle has become a cultural battleground, and a creative goldmine. What was once a space for convenience and comfort has evolved into a proving ground for flavour, design, and identity. Today’s consumers are not only looking for something tasty. They are looking for something that reflects who they are and […]
Premium is a feeling, not just a price tag
HUE & CRY Premium used to be easy to spot. It was the thing that cost more, looked glossier, or came with a badge of status. But in 2025, thanks to the change in channels and consumer behaviour, the rules are constantly evolving. Premium has become a feeling. And the best brands are not just […]
Sports, spectacle, & the rise of fandom travel
HUE & CRY Sport has always been emotional. But now, it is becoming aspirational, and increasingly experiential. As spectators evolve into superfans and arenas turn into destinations, we are seeing the rise of premium fandom travel. According to Nielsen, 70% of sports fans globally are willing to travel for live events. Whether it is a […]