George Bacon
Insight
6th Jan 2026
Why guilt-driven January messaging is backfiring
George Bacon, Founder of GBM Group, looks into consumers’ – and even over-consumers’– increasing rejection of seasonal shame-based marketing, and suggests other ways wellness brands can cut through.
Insight
1st Oct 2025
The lure of ads that don’t look like ads
George Bacon, Founder of GBM Group, argues that meme-native ads are rewriting marketing, with culturally attuned brands moving fast to reach audiences in ways they appreciate earning the most attention.