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 sustainability and social impact since 2002.

Ci was founded in 2003 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 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 sustainability and social impact in its broadest sense: the trends that drive and characterize it, the influencers within it, the 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 strategy 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 sustainability and social impact, better than anyone else.


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.


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.

“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."
– Molson Coors International


We design and produce The SHIFT Report™ insight and research products and services across audiences, either custom or off-the-shelf.

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.

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.

Syndicated Research

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


Track the impact of sustainability/for good initiatives on brand health.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.

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.


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.

6 Strengths Of The Shift Report™


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."
– 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.