For brands working in Asia & the Middle East, it often proves difficult to navigate the cultural tensions in these dynamic societies. Depicting women in outdated ways or simply deploying cut-and-paste strategies from Western marketing can under- and mis- represent women in the region. Well intended or not, audiences are quick to pour scorn on those who get it wrong. Our qualitative study spans 7 countries as it explores 5 major themes: Identity, Reflection, Performance, Labelling, and Collective Action.

We all know that during the holy month ad spend increases, but what doesn’t increase, is the distinctiveness in brands’ communication. Virtue explores distinctive paths that advertisers could utilize this Ramadan to stand out and be additive to culture.

For years, Alcohol and Cannabis have been categorized in opposite ways: alcohol as a virtuous part of our society, and cannabis as a criminalized vice. But attitudes are shifting and we predict it won't be long until the widespread opinion on which is really the virtue, and which is the vice, are switched.

Recessions faced during our formative years of 16-22 leave behavioral scars we carry through life: 2008’s crash and the anxiety of income instability saw millennials delay having children and buying houses. Today, it will be Gen Z who face potentially the worst recession in a century during these key formative years. The scars will be deep, impacting society, culture, and business forever. To access the full report plus more from Virtue please enter your email below.

Animal Crossing is a social simulation video game on the Nintendo switch. Player-characters inhabit their own island paradise populated by anthropomorphic animals, where they can engage in a myriad of activities such as fishing, bug hunting, building, and most notably collecting items and customizing their island. The latest instalment, New Horizons, is the first AC game where sharing the player experience via social media is possible.

We are in a Digital Renaissance. In this new world, bedrooms are the new Silicon Valley, the Influencer bubble has burst and the next wave of entrepreneurs come from Only Fans, not business school. Virtue has created a guide for understanding this new age before it crosses over into the mainstream — futurecasting what it could mean for industries and ideas of the future.

Attracting larger audiences than the Big Game without the astronomical price tags, Virtue has designed a guide to understanding the landscape and the alternatives to the marketing playbooks of traditional sports. With more ways to engage and entertain audiences, today Esports is far bigger than a game.

As the first lockdowns began to spread across the world, VICE’s Information Desk undertook a comprehensive study that spoke to nearly 10,000 respondents across 30 countries. Offering a remarkable view of the effect on Gen Z and Millennial cohorts’ attitudes, this now serves as a unique behavioral benchmark.

Complementing the initial March report, ‘The Kids Are Not Alright’ tracks the evolution of youth’s attitudes and behaviors over seven months to determine the pandemic’s lasting impact on the world.