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WHY HABIT NOW?
HABIT NOW exists to answer a specific question:
Why do consumer insights sometimes lose meaning and traction as they move across markets - weakening strategy as a result?
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We are cultural insights specialists, working at the point where insight becomes behaviour, and where cultural differences start to matter.
Where Most Global Strategies Come Unstuck
Most organisations recognise that culture matters.
Far fewer are equipped to understand how it reshapes behaviour or why an insight that works powerfully in one market can struggle in another, even when the underlying need appears similar.
What looks like an execution issue is often a question of meaning.
What feels like inconsistency is often the same insight interacting with different habits, cultural norms, and constraints.
This is where strategy weakens quietly, not because the insight is wrong, but because its meaning shifts as context changes.
Why Habits Are Central To Our Work
HABIT NOW focuses on habits - the everyday behaviours through which cultural differences become visible, and strategy either holds or weakens.
By working at this level, we can see why the same insight may translate smoothly in one market, lose relevance in another, or lead to entirely different outcomes. This allows us to move beyond surface differences and understand what those variations mean for real strategic decisions.
From Cultural Clarity To Strategic Judgement
Our work draws on behavioural science, qualitative and ethnographic research, and experience working with global organisations across markets and categories.
This perspective allows us to make disciplined judgements about what is likely to hold across contexts, where strategy needs to flex, and where assumptions may no longer apply - helping organisations build insights that remain resilient when scaled.
Experience That Shapes Perspective
Our perspective has been shaped by working across multiple FMCG categories, brands, and markets - particularly in situations where global intent meets local reality.
Across this work, the same failure modes appear repeatedly:
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insights that test well but don’t scale
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strategies that fragment at execution
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local teams adapting quietly to make things work
HABIT NOW was built to address these moments directly — by taking responsibility for the cultural and behavioural understanding required to make insight actionable across markets.
Our Role With Clients
We work with senior insight, strategy, and marketing leaders who are accountable for decisions that span cultures and markets - where clarity, judgement, and confidence matter more than volume of output.
Our role is to lead the cultural interpretation of insight, so strategic decisions are made with a clear understanding of what will hold, what will shift, and where risk lies.