Chapter 1: Personal and social identity

Chapter One, launched in late 2018, put our personal and social identity under the microscope. It revealed we lie, a lot. And some of them are whoppers. We regularly lie about money, family, finances, our job and happiness, and keep big secrets from our partners, family and friends. But in these cracks of normal human behaviour are interesting opportunities for brands and organisations to engage in new ways.


We’ve all kept secrets. We’ve all told lies. But just how common is this behaviour? What do the people around us lie about? What secrets do they keep and why? This report gets below the surface of our society. It shines an informative light on two intriguing cultural tendencies worthy of your investigation as a marketer: the tendency of humans to keep secrets and tell lies.


Download Australia Report

Download New Zealand Report

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