Zero Brands Are Defining Themselves by Absence

Series Two

This episode of #TheNewAbnormal features Sarah Rabia, the Global Director of Cultural Strategy & Backslash Co-Founder at TBWA\Chiat\Day. 

Based in Los Angeles she's an award-winning Content Marketer and Cultural Insight Expert, who was previously a Strategist at BBH London and Mother London; having been the Senior Trends Analyst at The Future Laboratory and a journalist at The Face, which she joined after studying journalism at the London College of Fashion / University of the Arts London. 

In this podcast, she talks about how and why she co-founded Backslash re: blending cultural insights and trend data to help the agency make brands more relevant. In effect, to help them move at the speed of cultural issues. 

So she describes her trend research, spotting patterns and stories 'at the edge' in order to develop forecasting reports. 

We discuss her recent projects into issues such as work-life boundaries, the convenience economy, diversification, wealth warfare and innovation around wellbeing. 

Finally, and along the way, Billie Eilish gets an appropriate shout-out.