The marketing research world traditionally avoids a lot of fieldwork during the holidays. The logic is that December is "not representative" of normal behavior. But, if the only time we gather data is in months where people feel steady, rested, and regulated, we end up modeling behavior that exists only in ideal conditions. Most people don't make decisions in ideal conditions.

Morning Light Strategy was recently featured in The Globe and Mail (Canada's leading national newspaper) in an article exploring why older models and celebrities are increasingly visible in fashion campaigns.

Our paper, The 100-Year Life Breaks Your Consumer Playbook, reflects the ideas shared during our esomar presentation.