ITV’s “What Unites...” research series

Our "What Unites..." series delivers agencies and brand owners with a fresh lens for planning: instead of ever-narrowing audiences, defined by demos and pen portraits, ‘What Unites...’ posits targeting shared values, beliefs and uniting moments.

Our first study ‘What Unites A Kingdom’ saw us partner with cultural experts Crowd DNA, to reveal insights into shared beliefs, characteristics and values across the UK. ‘What Unites Young Adults’ explored shared beliefs, attitudes and viewing mindsets amongst GenZ; ‘What Unites Fans’ explored fan culture as a uniting social force, not a set of niche subcultures. And 'What Unites Voters' confirmed the country's desire for CHANGE! And so, our new philosophy began to influence more comms plans and creative briefs...