Activism, ESG, hashtags, and backlash - the drive for corporations to address social issues isn't a new concept. However, Jared Grandy argues that in today's world, thoroughly investigating and understanding the human needs fueling this push is more vital than ever.

Connection. It’s something we all want, something we all need. And yet when it comes to research, sometimes it's the thing we struggle with the most. I’m reminded of this as I start doing more in-person research after years of virtual work due to Covid, and in some recent cases working with clients who haven’t done in-person research at all.