The 80/20 rule is old—1896 old—but new data from 330 companies shows Pareto’s math doesn’t hold up quite the way we think.

Antenna found that rich or poor, we skip—or sit through—ads in about equal measure.

Gen Z says they love purpose—but when asked to rate their favorite brands, purpose barely makes the list.

Common sense says bigger share means bigger profits—but the data doesn’t exactly agree.

You’d think rich people buy premium and everyone else buys cheap—but Europanel’s data shows shampoo doesn’t care about your income.

Bain and Kantar found that brand ‘loyalty’ is mostly a myth—most people buy from a repertoire, not a favorite.

Interbrand, BrandZ, and Brand Finance mostly agree on which brands are strongest—but not on what those brands are actually worth.

Ageism might start closer to home—people everywhere feel six years younger than they are, and wish they were five years younger still.

CreativeX found people over 60 appear in just 1% of ads—a costly blind spot in adland’s ageist loop.

Streaming data proves it again: big brands like Netflix win twice—more buyers and higher retention—while small brands suffer Double Jeopardy.

If you zoom out on a Google image search and can’t spot your brand fast, congrats—you look just like everyone else.

Thinkbox found TV still rules the long game—delivering nearly twice the sales impact over time than in the first two weeks.

A massive EU study of 650,000 firms found the winners weren’t chasing growth—they started with profits first.

NPD found that nearly three-quarters of buyers are light buyers—the universal Banana Curve strikes again.

Everyone says ‘make emotional ads’—but as D’Arcy O’Neill asks, which emotion do you actually want people to feel?

If this is true, why is Amazon — clearly a pretty remarkable company, a TECH company, and seemingly ubiquitous — why is it the largest advertiser in the US today, spending $16.9Bn last year on ads?

Most taglines sound nice but mean nothing—while the great ones actually make you think of the brand.

Where you advertise shapes how people see your brand—and Thinkbox found TV sends a very different signal than social.

Big purchases should mean big consideration—but DMEautomotive found most buyers barely shop around at all.

Columbia researchers found a ‘tale of two cities’ between marketing academia and practice—the gap is wide, and getting wider.