‘Sustainable’ shouldn’t mean ‘a bit less crap’.

‘Sustainable’ shouldn’t mean ‘a bit less crap’.

Go to a packaging or any other trade show, and see the plethora of ‘sustainable’ claims displayed on stands. The initiative to reduce consumption of virgin raw materials is well-intentioned. Consumers, aided by a gathering momentum around circular product design, have...
The room44 manifesto.

The room44 manifesto.

At room44 we have to maintain an agnostic view of every client’s business. To deliver landscaping strategies that present our customers with perspectives they couldn’t see for themselves, by themselves, and to be able to extrapolate an idea into a product concept that...
Customer Experience. I think I’m the consumer exception.

Customer Experience. I think I’m the consumer exception.

Let’s be honest, innovation doesn’t interest most companies as much as sales. Companies tend to inspect their future when they’re already seeing a drop in sales because their market moved on without them, or because they are doing really well and need to invest some...
Trends spotted early mean new business. Trends spotted early and ignored, don’t.

Trends spotted early mean new business. Trends spotted early and ignored, don’t.

This is a tale of missed opportunity. It features an emerging trend, an industry struggling to grow and short-term decision making. In March 2017, we picked up chatter about a concept that we thought would interest the insurance industry. We interviewed the UCLA...
eBikes have changed your journey options – democratised mobility for the 14 to 104 age range.

eBikes have changed your journey options – democratised mobility for the 14 to 104 age range.

A few years ago, probably 2012 or so, there was a right old kerfuffle when some bright spark fitted a skateboard with a petrol engine, and the craze for powered personal mobility took off. For the first time, a semi-viable alternative to a bike was available and early...
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