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Chaos Theory

Uncovering the patterns that sit beneath the chaos we’re seeing in the world and helping our readers to understand how to respond to new realities.

Research & Insight

Callum McCahon, Emily Williams, Maihri Gill & Dan Pereira

4 Aug 2022

Chaos theory is “the mathematical field of study which states that non-linear dynamical systems that are seemingly random are actually deterministic from much simpler equations.”

Welcome to Chaos Theory, our latest series that aims to uncover the patterns that sit beneath the chaos we’re seeing in the world, helping our readers to understand how to respond to new realities.

Each month our strategy team will provide different perspectives on varying issues we're currently facing as a society, and how we should be approaching them in the world of advertising.

In September's edition, we explore the people's voice; understanding how people are thinking, feeling, and acting as a response to the cost of living crisis and using this empathy to showcase how marketers should be proceeding.

To download September's edition, head here.