Creating Demand

The concern was that the report – which looks at the U.S. housing market to reveal sharp contrast between successful and struggling communities – might pigeonhole the group as a source of housing data, instead of the highbrow research organization on consumer demand shifts. Through our deep strategy and messaging counsel, we pushed to define and tell its larger story. Rather than narrowly highlighting the housing data, we helped position the report as a source on income inequality through the lens of housing. These messages were reinforced in resulting coverage in top media including Time, The Atlantic and NPR, emphasizing the report’s social and economic story. Today, the group is recognized by business and policy leaders as the home to near-term, objective and actionable forecasts on major consumer demands worldwide that impact social issues.