What is this about?

Analysis of cultural and consumer shifts.

Written by Sarah Johnson, founder of The Akin, to influence how businesses can contribute positively to the world.

Once a month, for paid subscribers, I research and write a long-form evidenced thought piece on recent macro and micro trends or shifts within the context of brands and culture. Unpacking how culture is evolving, I provide strategic insights on how brands and businesses can adapt or contribute.

I also share my monthly list of ‘bits,’ which began as an experiment in the 2020 lockdown and evolved into a requested compilation of links. It comprises of what I have found on my adventures on the internet, essentially what I have been reading and listening to, with a short summary of why you should read it or what to take from it.

I hope my writing offers readers perspective, introduces new thinking, and provides you with ammunition to drive positive impact and change.

What is The Akin?

The Akin is a women-led global research and strategy studio. We’re in business to bring about an intersectionally-feminist, carbon-positive, antiracist world. We help businesses to do their part to get us there.

Practically speaking, we help lifestyle businesses understand how society is changing, how people are changing within it, and how the business should respond. We deliver:

  • trend and cultural insights

  • brand & innovation strategy

  • product strategy

  • international expansion plans

  • audience typologies

And it’s always backed by qualitative and quantitative research, insights from people – the Changemakers from around the world who make and remake the subcultures that inform our future norms. 

For more info, check out our website or drop us a line.

www.theakin.com |@theakincollective | hello@theakin.com

Subscribe to CulturalCurrents

Monthly monitoring of a changing culture.


The Akin is a women-led consumer insights and business strategy studio. We were founded in 2017 to bring about futures that are intersectionally-feminist, carbon-positive, and anti-racist.