Matilda Andersson

In this discussion, Matilda Andersson, Managing Director at Truth Consulting, shares her expertise in consumer insights and ethnographic research. She highlights the significance of understanding drinking rituals amidst changing cultural norms. Matilda introduces the concept of 'ignoring trends,' focusing instead on enduring cultural truths over fleeting fads. She emphasizes the importance of genuine consumer behavior through participant observation and critiques the homogenization in premium branding. The conversation also challenges myths about Gen Z drinking habits, promoting a focus on occasions rather than demographics.