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Retail Trends—What We Can Learn from Asia

What does a compelling shopping experience look like? We’re also conducting research on this topic in Asia, where many trends emerge earlier than they do here. Wutao Wen, Head of Asia Research, presents some of these concepts, and Stephan Urlings, Managing Partner, explains what this means for retail and consumer behavior in Germany.

The Supermarket as a Psychological Space—What Edeka, Rewe, Aldi, Lidl, Penny, and Netto Stand For

Why do people prefer certain retailers while using others only rarely, if at all? The rheingold Institute explored this question in a large-scale, in-depth psychological study conducted for TCC.

Here you can see a rating traffic light that symbolizes the psychological significance of brands

Brand Hollowing: How the Psychological Significance of Brands Is Becoming More Important in the Age of AI

Artificial intelligence probably won't (yet) drive brands out of the market. But it can take away something even more important: their significance in people's lives. What needs to be done now.

A New Era of Responsibility - A Study by the rheingold Institute

The Workplace as an Island of Stability – A Study on Responsibility in Uncertain Times

A qualitative study by ifp and rheingold reveals a cultural shift across generations—with growing pressure for change in leadership and the workplace.

Job Hollowing: How AI Is Reshaping the Psychological Aspects of Work

The term “job hollowing” is currently gaining prominence in international debates about the future of work. It refers to the concern that AI is gradually eroding the meaning of work.

Judith Barbolini, Jana Baum, Paul Bremer, photographer Anna Shapiro

Three at the helm: New leadership structure at rheingold – Jana Baum becomes CEO

With Jana Baum (CEO), Judith Barbolini (COO), and Paul Bremer (CSO), rheingold brings together market, innovation, and leadership responsibilities at the C-suite level. Stephan Grünewald and the other partners place greater emphasis on content and clients.

Trade fair for market researchers succeet 2026 with rheingold

rheingold at succeet26 – with a booth and live sessions

On March 18 and 19, 2026, the insights industry will once again gather at succeet at the RheinMain CongressCenter in Wiesbaden. The rheingold Institute will have its own booth this year and will also present two program items on the rheingold Avatar Suite on stage.

The crisis situation remains. At the same time, our depth psychology research at the rheingold Institute is showing initial signs of a shift in sentiment: we are moving out of the "perceived extra time" (retreat, wait and see, conservation) and into a "time of awakening."

From crisis standstill to awakening in 2026: Five optimistic signals for brands

We are moving out of "extra time" (retreat, wait and see, conservation) and into a "time of awakening." From passive observation to greater self-efficacy, pragmatism, and willingness to take responsibility. What does this mean for brands?

When narratives beat facts: Lessons from the jungle camp

Gil Ofarim's participation in the jungle camp initially sparked controversial reactions. He himself seemed surprised that he was allowed to stay, while his jungle flatmates dwindled episode by episode. Carsten Schneider has the psychological explanation.

Agile in-depth research with the rheingold Avatar Suite

Rheingold began experimenting with AI back in 2021. Today, the rheingold Avatar Suite is an AI tool for market research that meets our high standards: combining psychological depth with AI-based dialogue systems to make insights faster, more connectable, and available at any time.

Stephan Grünewald on Markus Lanz (November 6, 2025):

It is an evening about crisis acrobatics, solidarity and the art of transforming crisis energy into new beginnings. At the beginning of the program, Markus Lanz introduces rheingold founder Stephan Grünewald - and finds very appreciative words for his new book "Wir Krisenakrobaten".

"We crisis acrobats - a psychogram of an insecure society"

A book about the art of crisis acrobatics

In his new book "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft", Stephan Grünewald puts the German soul on the couch - and shows how people develop astonishing strategies for self-assertion in the midst of a permanent crisis.

AI in the world of work: fascination meets fear of replaceability 

The study "AI and the future of work: stress test for leadership and collaboration" by the rheingold Institute for the randstad Foundation shows that companies are relying on the introduction of technological AI, but are underestimating uncertainty, defensiveness and displacement.

Stephan Grünewald's new book is published: "We crisis acrobats"

How do people assert themselves in a crisis? "Wir Krisenakrobaten - Psychogramm einer verunsicherten Gesellschaft" will be published by Kiepenheuer & Witsch at the beginning of October 2025. It will be presented in a free digital book premiere with Theo Koll on October 9.

GenZ between uncertainty and longing for stability - what does this mean for consumption?

Generation Z is looking for stability, meaning and ways to express themselves. If you want to reach this generation, you have to offer more than just products. It's about understanding their deep longings and giving them support with relevant offers.

Labubu - Why an ugly-cute plush figure has a perfect command of the grammar of TikTok economics

Trend analysis by our Asia team: Labubu is more than just a quirky plush figure: it meets the central psychological needs of a young generation and masters the grammar of the TikTok economy. Between kawaii aesthetics, object of consolation and silent rebellion, it becomes a symbol for an attitude to life.

Why sustainability is losing its appeal

Sustainability is one of the key social challenges of our time. However, from a psychological perspective, it is clear that sustainable behavior is associated with inner contradictions for many people, says psychologist Sabine Loch.

AI meets depth psychology - how Germany lives

In our webinar, we demonstrate the potential of the rheingold Avatar Suite using the example of the new furniture study "This is how Germany lives". Among other things, you will see a live interaction with the four target group avatars from the furniture study.