Outlooks

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Breathing a new life into wine

“Penicillin cures, but wine makes people happy.” ― Alexander Fleming Great wine is known to develop more depth and complexity over time, and the same can be said for the wine category. The landscape is unrecognisable from 20 years ago, with wine appearing in once unthinkable new formats, entering dynamic new occasions, speaking with a […]

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The quest for balance

Quick bursts being replaced by the quest for balance Beverages have long-since formed a central focus as a source of energy, whether that be a morning coffee to kickstart the day or a much-needed boost to hit a looming deadline. However, with growing transparency of the harmful side-effects these energy sources invoke, beverage’s function is […]

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The fight for distinctiveness in hospitality

With the experience economy booming, distinctiveness in hospitality is becoming harder than ever to achieve amongst established brands and start-ups alike. With the fight for meaningful experiences and distinctiveness in hospitality in full swing, established brands and start-ups are offering up innovative solutions to improve guest and customer journeys in more ways than one (giving […]

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A global heart with a local bit

We’ve all heard the confusing mantra. It’s everywhere from management books to the walls of corporate offices. It’s the one thing on which microfinance charities and international hedge funds somehow agree: “Think global, act local” Sure, it can work as an inspirational goal to dream big and tend to your field; it can even serve […]

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Gendered wellbeing

The women’s sexual health revolution It almost feels like we’re reaching a new age of sexual liberation for women, where we’re being encouraged to not only be proactive about safeguarding our sexual health, but to do so for our broader physical and mental wellbeing (and pleasure!) We’re seeing many brands break boundaries in the area […]

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Join the alcohol-free party

The pressure for consumers to have a lifestyle that maximises their health, relationships, work and life experiences is one that has been felt now for years, yet continues to drive trends with formidable pace. One only needs to look at the rise of free-from foods (ex: alcohol-free products) or the introduction of sportswear into mainstream […]

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System 1 thinking

Here at Butterfly we believe that being able to get under the skin of human behaviour and decision making is important in order to understand the ‘nitty gritty’ behind the ‘why’ when consumers behave irrationally. In the good words of Rory Sutherlands, “the conscious brain is not the oval office. It’s actually the press office […]

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Brands & cultural appropriation

In a global society are we not simply all just citizens of the world, a diverse collective of individuals, each one of us a beautiful hodgepodge of values, cultures and ancestral roots? It’s time we discuss cultural appropriation in branding. Well if you were to take more than a cursory glance at the state of […]

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The new age of authentic brands

We are entering a period of post-materialism, when people are still purchasing products for mass consumption, yet there is a new awareness about how these purchases reflect their world view. We need more authentic brands. A brand is not just expected to be on a pedestal and aspired for. Brands are expected to be more […]