Insights, strategy and ideas to help your brand matter more



Ci's proprietary research, strategy and brand planning tool


The Desire for Authentic Connection and How Brands Can Respond



Ci is a global research and strategy consultancy specializing in the cultural shift to purpose,  impact and sustainability since 2004.

Ci was founded in 2004 by Kierstin De West with the launch of a white paper titled, Integrity: The New Brand Currency that Can’t be Bought or Spun, which she presented at the UNEP (United Nations Environmental Program) conference in Berlin. She is an entrepreneur and advocate for the power of insights to drive better business and a better world. Kierstin is a leading authority on understanding, forecasting and tracking the monumental global cultural shift to purpose, social impact and sustainability in its broadest sense: the trends that drive and characterize it, the influencers within it, the brand opportunities it presents and its impact on business, society, brands and culture. Kierstin is the creator of The SHIFT Report, Ci’s proprietary insights and brand strategy/planning tool and its intelligence products. She leads and is supported by a global virtual team from Vancouver to Mumbai.


We produce and deliver data and culture driven insights for brands to understand how their audiences are navigating the global cultural shift to purpose, social impact and sustainability. We deliver insight and future driven brand strategy for brands to win in this global culture shift.


With analytics, insights and strategic clarity we uncover opportunities and solve challenges at the intersection of sustainability/social impact, marketing communications, brands and their audiences.


We enable business success and positive change by inspiring and educating organizations to understand this shift and how to leverage it across their organization and brand experience. 


We help leading brands align purpose and profit to establish or regain relevance and thought leadership. Our insights allow us to deliver to our clients the roadmap that enables them to win in this shift, activating their audiences inside and out.

“Over the last 10 years we’ve used Kierstin and her team at Ci to help us understand and apply her powerful framework and insights across our innovation portfolio. With her help, we’ve been able to better align our newest ideas with real consumer needs and value drivers. Kierstin and Ci are a powerful tool for us and their ability to provide deep and relevant information to our team makes us better"
– Al Van Noy, SVP Global Head of Future Team, Adidas
“The SHIFT Report was massively helpful to start/advance our related CSR brand building discussions & efforts and an important contributor to our success in DJSI becoming the beverage sector leader and making the global list."
– CMO, Molson Coors International



We design and produce The SHIFT Report data and insight products/services, either custom or off-the-shelf. Both of which  leverage Ci’s IP and expertise.


We deliver insight and future driven brand strategy and we help organizations identify, evaluate and prioritize brand opportunities to win in this global culture shift.

Strategic Consulting

We work with brand leadership to uncover the strategic opportunities and roadmap that enables them to win in this shift, activating their audiences inside and out. 

Team Offsite

For brands with sustainability/social impact as a strategic imperative to drive business success we design and deliver a session for strategic planning offsites with must know insights and strategic  guidelines.

Custom Research and Analytics

Leverage Ci’s subject matter expertise, knowledge and base, segmentation model and frameworks for personalized actionable insights for marketing to innovation and strategic partnerships teams. Get in touch for more information.

Segmentation – Sustainability Passion Index™

Uniquely based on holistic set of sustainable life issues. Maps each segment to attitudes and behaviors, brand expectations and time, money and energy expenditures. Includes consumption and perception of 150+ brands.Get in touch for more information.

Syndicated Research

A series of syndicated research products and intelligence briefs on the cultural shift to purpose, social impact and sustainability. Designed to be actionable. Get in touch for more information.


Track the impact of purpose, impact and “we give a damn"  initiatives on brand health and purchase behaviour. Trended brand reputation data on over 100 leading brands. Get in touch for more information.

Our services include custom research and strategic consulting with leadership teams. We offer a range of intelligence products under The SHIFT Report banner including trends, segmentation,  demographic, category and lifestyle groups. Get in touch for more information.


Engages, inspires, guides and lights a fire under your audience.

“Truly captured the interest of our audience. It’s quite clear that at Ci, you know this stuff like the back of your hand and have the ability to infuse your enthusiasm to the audience!"
– Leading Global CPG Brand


“Ci’s understanding of our needs and their ability to bring together expertise, diligence and attention to cover all angles of our project were invaluable. The results that Ci delivered were always on time and exceeded our expectations."
– PCH International


The SHIFT Report is Ci’s proprietary research, strategy and brand planning tool. It powers everything we do and is available to our clients in a range of insight products and services.

Our beliefs, approach and brand tools are based on historic and ongoing research including multi-methodology research and insight gathering: quantitative, qualitative, cross stakeholder, B2B, B2C, influencer, cultural analysis and future focused trends research.

The SHIFT Report offers insights and intelligence in a range of accessible, inspiring and actionable products to help our clients understand how their stakeholders are navigating the cultural shift to sustainability and social impact – and how to engage in this shift themselves : trends, segmentation, syndicated research products, custom insights and intelligence briefs.



Designed to be actionable and inspire creative and strategic ideas so you can hit the ground running.


Use of your investment across teams and departments for maximum ROI.


Inspire the brand and the people building it.


To guide strategy and the brand experience so you arrive in the right place.


Know how your audience will respond in the future; build strategy and experience for known behavior not guess work.

One size doesn’t fit all

Solutions are based on you, on your challenges and goals.

Featured Insights

To get a taste of Ci, download one of our free SHIFT Report™ Featured Insights

“Partnering with Ci was one of the best decisions we made all year. They brought a fresh perspective to the issue of sustainability that was practical and empirically sound. Their insights opened up our thinking and connected the dots to other aspects of the brand and the business we had not considered. They worked seamlessly as part of the team providing a process, expertise and guidance where and when we needed it most."
– Global Managing Director, Fleishman Hillard


3×30 Webinar: Look U...
To introduce Ci’s new webinar series 3×30 o...
The Purpose Economy: Our ...
Consumer behaviour has shifted towards a desire fo...
Feeling Connected: the Mo...
In today’s ever sustainability-minded society, p...
Peoples’ Growing Desire...
The onslaught of digital communities and virtual c...
The Mindful Consumer
Three years ago, Ci looked at how people who medit...
Is the Girl Effect Real?
(This article originally appeared on Sustainable B...


For more information, or to find out how Ci can help you win in the cultural shift to sustainability and social impact, please get in touch.