TCO London
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TCO Lab Insight

TCO Insight occupies a unique position. With over a decade at the leading edge of cultural shifts through our global media brands, Huck and Little White Lies, we are directly tapped into culture through a global network of on the ground wave-makers, enabling brands to build future focussed strategies that keep pace with changes in culture.

Led by Helen Job, our experienced team filter emerging and authentic cultural insight and overlay it with actionable strategic recommendations and campaign creation at scale, globally.

KEY CITIES, LOCAL & GLOBAL MARKETS | FUTURE FORECASTING

SEGMENTATION STUDIES | NEW CONCEPT TESTING

CREATIVE DEVELOPMENT | BRAND ARCHITECTURE

PEOPLE INSIGHT | QUANTITATIVE DATA

INNOVATION | SEMIOTICS

CULTURE NEWSROOM

 
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Unique access and insight into cultural movements and trends.

 
 

Born from a culture publisher, we operate differently 
from traditional research and insight agency models.

We offer a truly collaborative approach to problem-solving. Through an adaptive methodology we identify the most pressing strategic issues and find bespoke and innovative ways to solve them. We are strategic in answering client questions but bold enough to tell you if we think you are asking the wrong questions.

We are tapped into a global editorial network, built up over 15 years of culture journalism, alongside our network of strategists, future-focussed researchers, thought-leaders, innovators, and culture creators.

We create actionable insights, and our collective of strategic thinkers and creative problem solvers are able to extend insight into real world campaigns through TCO’s full service offering.

 
 
 

THE OUTSIDERS PROJECT REPORT: BEYOND REPRESENTATION

 
 

The Outdoors is for everyone - Yet outdoor culture, the deep and passionate engagement with the natural environment, and access to rural landscapes remains elusive to many people from marginalised communities. 

THE OUTSIDERS PROJECT is an independent platform through which we promote inclusion and diversity within the culture and community of the Outdoors. In our report, we explore the Barries that exist, and include the views of community leaders and leading figures from Patagonia, TNF, Adidas, Arc'teryx and Greenpeace, as well as giving practical steps on how brands can be committed to Anti-Racism.

 
 

CLIENT CASE STUDY: THE FOOD FIGHT FOR SIR KENSINGTON’S

 
 

Sir Kensington's aims to become the Patagonia of the condiments world with 'The Food Fight' impact report. Eschewing traditional reporting creators, NYC based Unilever brand and premium condiments maker, Sir Kensington’s partnered with TCO – the outfit behind global culture bible, Huck Magazine, and illustration-led film title, Little White Lies – and Sir Kensington’s very own Sandwich Magazine – to give their inaugural report a completely unique perspective and aesthetic.

 
 
 

THE FUTURE OF COMMUNITY REPORT: FACILITATION NOT APPROPRIATION

 
 

Brands are increasingly detached from culture, and desperate to make genuine connections with the people who buy their products.

They are also recognising that a purely transactional relationship has ceased to be what’s expected of the brand or consumer dynamic. “Culture doesn’t wait for your brand to catch up”. Concurrently, people are adapting to a new world order: one where divisive and false rhetoric sits in highest office and more money is spent on distracting content then environmental crises.

There is an ever growing need for connection, to come together with people and to feel part of something bigger than yourself. This is community, and community is what creates culture. This is not a new concept but it is a vital and increasing need in our current landscape.

For brands to offer something people want to interact with they must fundamentally understand what community will look like and what role they can play in it.

 
 
 
 
 

THE FUTURE OF BRAND ACTIVISM REPORT: BEYOND BRAND PURPOSE

 
 

Presented at Cannes Lions, this report hears from some of the world’s leading purpose-led brands to explore how brand activism is not something to be ignored, or to be worried about in some imagined future. The future is now.

The rules of the relationship between people, product and the planet are being completely re-written. If brands don’t get onboard with this, they risk vilification, or even obsolescence.

The relationship between brand and ‘consumer’ has altered dramatically, and it’s imperative brands understand this change - the need for a clear purpose, action not intention, transparency internally and externally, and the growing expectation that they will begin to adapt their practices to become a force for good.

Our report is an essential read, detailing how in identifying a core brand purpose and reason to believe, brands and companies at large can make strategic decisions that align with their values and still effect positive change.

We were fortunate to interview some leading brands within this space for our report, including Ben & Jerry’s, The BodyShop, Levi’s, Oatley, IHG and Patagonia, to assess the real challenges that lie ahead in 2019 and beyond, and also to offer learnings and strategic recommendations. Request the report here.