In the first Pack Futures interview published by 3D Color, Jason Hauer spoke with Nichefire cofounders Michael Howard and Khalil El-Amin about the role of cultural intelligence in packaging and product development. The conversation was published on August 14, 2025.
The cofounders discussed the GLP-1-related consumer needs behind Nestlé’s Vital Pursuit work and the cultural research informing Kraft Heinz’s Away From Home strategy. Their examples connect early conversations to choices about product benefits, ingredients and packaging messages.
For a packaging or innovation leader, the useful question is which assumption needs testing before a design is committed. Cultural research can help frame that question while there is still room to change the brief.
Nichefire helps enterprises investigate cultural shifts that could shape future consumer demand.
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