The study, ‘The Heartbeat’, aims to capture data on human values and their connection to culture, categories and brands. It also explores nuances across generations, gender, and socioeconomic groups.

One Minute to Midnight will collect data in the US, UK, China, India and Brazil initially for the tracker, and plans to expand it to further countries in future.

Some of One Minute to Midnight’s technology and FMCG clients are already using data from the tracker for more understanding of the context they operate in, according to the agency, and it has also been used as a resource for creative agencies during their pitch process.

Krikor Mugerian, co-founder, One Minute to Midnight, said: “We’ve just scratched the surface on the inaugural Heartbeat data and already seeing so many interesting human insights – from the increase in conformity in the UK to busting myths about Gen Z spending habits.” 

One Minute to Midnight, founded in London in 2016, expanded to the US in 2020. The company launched its quantitative practice in 2023.