The People is an award-winning youth culture consultancy powered by 100+ young, creative strategists and cultural frontrunners.

Our global network of consultants (16-24 year-olds) use their lived experience and deep expertise to help brands create with,
not for young people. Therefore, we never make assumptions; we rely on the truth, the voice of the youth. 

The People’s unique operating model and People Powered Process™ gives brands the opportunity to stay ahead of the competition. We offer cultural insights, creative strategy, and the chance to co-create the future with your audience, now.


original members

(and founders)


We’re Kian + Tobi.
Kian worked at Dentsu Aegis Network, one of the largest advertising groups in the world.
And Tobi worked at Channel 4, one of the biggest media owners in the world. 

After we both moved into consulting roles, we noticed the amount of time, effort and £££ that went into creating advertising campaigns, services and products. But then when we spoke to our network of friends - the very people they were meant to reach - they couldn’t care less. 

We constantly saw that some of the world’s biggest brands are struggling to connect with young people in a meaningful way, in spite of the millions spent on marketing. We knew there had to be a better way. 

And that’s why we started a consultancy designed to help brands create with, not for young people.