This episode was produced in partnership with The Guardian.Each year, The Guardian’s advertising team delivers a research project cheekily called Shift Happens.Blending survey data with first-party data, the study aims to unpack longer-term cultural trends in Britain that may well be of interest to savvy marketers.Imogen Fox is The Guardian's chief advertising officer. She returns to the podcast to unpack the report's key takeaways and its implications for marketers.These include five major changes consumers have made in how they spend their time throughout the week. Among them, people are waking up earlier, maximising weekends, heading to the pub early on Fridays, and taking reexamining their work-life balance priorities.Highlights:1:05: Shift Happens toplines5:00: How useful are trends reports?8:15: Lifestyle changes: joy slicing, return-to-office, weekend maximising, chatbot friends14:52: Advice for marketers20:40: The Guardian's plans for 2026Related articles:WTF happened to Friday?The Guardian promotes its creative canvas amid US investment driveIsn’t it time the ad industry embraces a 4-day week?---Thanks to our production partners Trisonic for editing this episode.--> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audienceVisit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media LeaderYouTube: The Media Leader

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