# Gemic

> Gemic is a global strategy and innovation consultancy. We help organizations discover the truth that unites teams, sharpens focus, and drives strategic execution.

Gemic was founded in 2008 and operates from six offices: New York, Toronto, London, Berlin, Helsinki, and Abu Dhabi. We are anthropologists, strategists, innovation specialists, brand specialists, commercial strategists, and data scientists — collectively representing 25 nationalities. We have delivered 600+ projects in 90+ research locations for Fortune 500 companies and progressive start-ups across industries.

Gemic helps organizations work on three types of problems: building foundations (cultural and commercial insight, North Star and vision setting), adapting to change (growth strategies, brand transformation), and taking on the unknown (foresight pathfinding, innovation and new market creation).

## Core pages

- [Who we are](https://gemic.com/): Gemic's mission, worldview, and the case for social-science-driven strategy.
- [Our offerings](https://gemic.com/offerings): The three problem types Gemic tackles — building foundations, adapting to change, taking on the unknown.
- [Our impact](https://gemic.com/work): Client work and outcomes across Fortune 500 and progressive start-ups.
- [About us](https://gemic.com/about): Gemic's people, offices, and disciplines.
- [Our ideas](https://gemic.com/ideas): Articles, perspectives, and external features from the Gemic team.

## Perspectives & articles

- [Social Science is the New Business Science](https://gemic.com/ideas/social-science-is-the-new-business-science): (Johannes Suikkanen) Twenty years of running Gemic has taught me one thing: business growth is primarily a social phenomenon. The firms that get this right will own the next decade.
- [The Case for Defense that Europe’s Industry Hasn’t Made](https://gemic.com/ideas/the-case-for-defense-that-europes-industry-hasnt-made): (Johannes Suikkanen) I've been thinking about what separates the European defense firms that will sustain long-term momentum from those that won't. It isn't technology or capital alone. It's societal license to operate and most of the industry isn't investing in developing one.
- [AI is GenX’s Longevity Pill](https://gemic.com/ideas/ai-is-genxs-longevity-pill): by Jun Lee
- [From Birkins to Bulldozers: The Age of Secondhand Everything](https://gemic.com/ideas/from-birkins-to-bulldozers-the-age-of-secondhand-everything): (Leo Kim) The resale market is booming, and it's not just about saving money anymore. This latest turn towards secondhand signals a fundamental change in consumer attitudes towards innovation & trust. How might companies adapt to a world where consumers think enshittification has replaced innovation?
- [The Casino Economy](https://gemic.com/ideas/the-casino-economy): (Leo Kim) Retirement plans built on crypto, renting over buying, financial advice from Reddit; Americans have stopped believing the economy rewards slow and steady growth. Welcome to the casino economy, where speculation is the name of the game. How might brands adapt to an emergent economic mindset built around risk, speed, and liquidity?
- [Active Discovery in the Age of AI](https://gemic.com/ideas/active-discovery-in-the-age-of-ai): (Leo Kim) Infinite content, infinite boredom. As feeds fail to surprise or delight, a new era of active discovery is emerging, fueled by idiosyncratic taste and powered by new discovery tools. What does it mean for brands to stand out when everything in the feed looks the same?
- [The Missing European Dream](https://gemic.com/ideas/the-missing-european-dream): (Johannes Suikkanen) In my last essay, I argued that American CMOs must prepare for a future in which the cultural tailwinds that once propelled U.S. brands can no longer be taken for granted. I suggested that consumption patterns will increasingly mirror geopolitical realities - not loudly, but quietly, through disengagement, substitution, and the slow erosion of cultural authority.
- [Geopolitics will hit American CMOs](https://gemic.com/ideas/geopolitics-will-hit-american-cmos): by Johannes Suikkanen
- [The Future of Patienthood](https://gemic.com/ideas/the-future-of-patienthood): (Stuart Montgomery) What happens to the social roles of patienthood and personhood, healthy and sick, when those roles no longer meaningfully articulate people’s health experiences? Is the health system ready for an influx of patients who, for all intents and purposes, appear and feel healthy?
- [Conversations with Gems: Jun Lee, Partner](https://gemic.com/ideas/conversations-with-gems-jun-lee-partner): Conversations with Gems is an interview series that engages Gemic's own community of thinkers and experts on their background, interests, and need-to-know insights for businesses today.
- [Apple Industrial Designer Miklu Silvanto Joins Gemic](https://gemic.com/ideas/apple-industrial-designer-miklu-silvanto-joins-gemic): Apple Industrial Designer Miklu Silvanto discusses why companies need a systemic approach to innovation, how iconic companies build iconic cultures, and the importance of “serious curiosity.” Silvanto is joining Gemic’s partnership and the board of directors with a mandate to develop Gemic’s approach to futuring. Silvanto will also support Gemic clients.
- [Conversations with Gems: Johannes Suikkanen, Partner](https://gemic.com/ideas/conversations-with-gems-johannes-suikkanen-partner): Gemic co-founder Johannes Suikkanen discusses how global e-commerce platforms, and corporations broadly, will be called to remake themselves into systems that provide care for people at the local level - both because it benefits them and because people will demand it.
- [Redesigning the Aesthetic of the Future](https://gemic.com/ideas/redesigning-the-aesthetic-of-the-future): The iPhone. Seamless, reflective, cool to the touch and enigmatic in its lack of expression. In its otherworldly appeal and promise of infinite possibilities, Apple’s design aesthetic captured the impossible: the digital made physical.
- [Reinventing Feminine Beauty for a Post-Empowerment World](https://gemic.com/ideas/reinventing-feminine-beauty-for-a-post-empowerment-world): Over the last few years, brands specifically targeting young women have extensively tapped into the language of self-acceptance. Within fashion and beauty, in particular, advertisements championing authenticity and body positivity are the new norm.
- [An Intimate Question](https://gemic.com/ideas/an-intimate-question): Rihanna dropped a bomb on the lingerie industry. In September, the New York runway show for the pop icon’s Savage x Fenty intimates line showed just how dramatically out of step the industry is with contemporary culture and how desperately it clings to residual models of femininity and sexuality.
- [Doing Wellness Well: The Paradox of Agency](https://gemic.com/ideas/doing-wellness-well-the-paradox-of-agency): The world of wellness has transformed from an industry into a culture. The practices and beliefs of the modern human is rooted in the ways we imagine ‘living well’, which currently exalt the notion of wellbeing and balance across the emotional, social, psychological, economic, political, and spiritual realms of life. We deeply value how well this is ‘achieved’ by the individual, whether in personal or professional domains.
- [How Response By Luxury Brands to the Digital Age Misses the Big Opportunity](https://gemic.com/ideas/how-response-by-luxury-brands-to-the-digital-age-misses-the-big-opportunity): Luxury has had a difficult few years. The sector has, at various points, appeared to be stagnating. Various established brands, like Ralph Lauren and Chanel, have seen their equity eroded. Other brands have been propped up by high demand in Asian markets. However, recently, the rise of the more discerning, prudent consumer has meant that even this cannot be taken for granted.
- [Our Evolving Relationship With Pets – From Companions to Family Members and Beyond](https://gemic.com/ideas/our-evolving-relationship-with-pets-from-companions-to-family-members-and-beyond): Valued in the United States at a whopping $63 billion, the pet business is an absolute behemoth. A more diverse industry than most, it has staked a big claim to food, snacks, apparel, furniture, toys, health products, tech and more in a way that many of every one of those specific industries could only wish for. And it’s only getting bigger and bigger and bigger.
- [Our ‘New Normal’—The Sensory Landscape](https://gemic.com/ideas/our-new-normalthe-sensory-landscape): By shifting from sanitized, frictionless experiences to multisensory, relational landscapes, brands and organizations can help people feel a sense of safety, community, and well-being.
- [The End of Patient Centricity](https://gemic.com/ideas/the-end-of-patient-centricity): In an era where the values and ethics of companies are among the first things evaluated by consumers, healthcare companies are not exempt from this, despite the necessity of their services. Finding, articulating and acting on those values of care is the future of patient centricity and it must be rooted in a cultural transformation.
- [On Creating Valuable Relationships With Robots](https://gemic.com/ideas/on-creating-valuable-relationships-with-robots): Robots are exciting because they have function and purpose. They do work that humans either do not want to do or cannot do. They tirelessly build things with more accuracy and efficiency than a human worker. They can go to Mars or to the bottom of the ocean and extend the limits of our reach and knowledge.
- [The Rise of New Luxury](https://gemic.com/ideas/the-rise-of-new-luxury): We are witnessing a seismic shift in luxury, one that the overwhelming majority of categories and brands refuse to acknowledge. This oversight means that brands have a difficult time distinguishing between the old and the new type of luxury consumer.
- [Curing the Myopia of Innovation](https://gemic.com/ideas/curing-the-myopia-of-innovation)
- [Finding Value in AI: Applied AI and Social Technologies](https://gemic.com/ideas/finding-value-in-ai-applied-ai-and-social-technologies)
- [We Don’t Need More Credit. We Need Credit to Be More.](https://gemic.com/ideas/we-dont-need-more-credit-we-need-credit-to-be-more)
- [Building a Next Gen Insights Practice](https://gemic.com/ideas/building-a-next-gen-insights-practice)
- [Unraveling the 21st Century Household](https://gemic.com/ideas/unraveling-the-21st-century-household)
- [Materials Innovation](https://gemic.com/ideas/materials-innovation)
- [Cultural Foresight: Building More Attractive Business Futures](https://gemic.com/ideas/cultural-foresight-building-more-attractive-business-futures)
- [Have We Lost Our Anthropological Imagination?](https://gemic.com/ideas/have-we-lost-our-anthropological-imagination)
- [Is the Drinks Industry Ready for Cannabis Disruption?](https://gemic.com/ideas/is-the-drinks-industry-ready-for-cannabis-disruption)
- [From Design Thinking to Good Thinking](https://gemic.com/ideas/from-design-thinking-to-good-thinking)

## External features

- [Louis Elton on the year of the pickle](https://www.gq-magazine.co.uk/article/pickle-trend-2024)

## Full corpus

- [llms-full.txt](https://gemic.com/llms-full.txt): Complete Gemic site content as a single markdown document.
- [sitemap.xml](https://gemic.com/sitemap.xml): All canonical URLs.

## Contact

- General inquiries and new business: see [Who we are](https://gemic.com/) and use the "Let's talk" form linked in the footer.