Here at The Nursery we are obsessively curious about people and their behaviour. Our Identity Series spans many socio-cultural topics which help us get a deep understanding of the identities of consumers and influences in society. This valuable insight into people and their behaviour runs through how we approach projects and clients challenges.

Our personal identity - that magical mixture of values, behaviours, skills, attitudes and appearance - is as exclusive to us as our DNA. Each one of us has a unique identity, shaped by our upbringing, family bonds, social connections, and cultural heritage.

The role of identity in shaping our views and directing our decisions is increasingly significant in a world with overwhelming information and choices.

Our fascination with this topic has led to us creating The Identity Series, where each year we explore an aspect of life that touches on people’s identity. We use this understanding to approach research challenges with more perception and creativity. It makes us better researchers and better partners for our clients.

Explore the titles in our Identity series below:

How can today’s marketers continue to ignore this noisy generation? Our new research gives them back their megaphone and they have a lot to say.

Seven prime ministers, a financial and cost of living crisis, tuition fees tripling, legislation of same sex marriage, Brexit and, of course, the Pandemic. Our research uncovers how 18-year-olds formative years will bind them in a unique way.

Role Models: Who are we listening to Nowadays?

We researched the impact of role models versus social influencers, aiming to understand how brands and organisations can better align with people's attitudes and experiences to become more influential.

Did you know that 5% of the population identify with steampunk or that Wicca has seen a re-emergence amongst young women as a matriarchal antidote to society? We place a spotlight on some of the rich, characterful subcultures of the UK and explore how people are increasingly turning to a different form of society.

Stay tuned for two new titles in our Identity Series which will be launched this year … Boomers and Millennials

To hear the full results for our research and the implications for brands in the UK, get in touch to arrange a time for us to present the findings by emailing hello@the-nursery.net

Pioneers in brand research, The Nursery’s expertise covers the full range of the planning cycle from Market Understanding, Segmentation, Proposition Development, Creative Development, Campaign Evaluation and brand and experience Tracking.