Case Study
Penguin Random House
Reviving a genre for cultural relevance
The Challenge
To understand the explosive growth of the romance genre and its shifting audience to maintain Penguin Random House’s role as culturally relevant market leaders.
Approach
Exploring the cultural and emotional drivers behind the genre’s resurgence using semiotic analysis.
Decoding the evolving meanings of romance and how they are expressed across media, platforms, and communities, especially among Gen Z.
The Cultural Unlock
Romance is no longer just a genre. It has become a cultural supplement, offering emotional nourishment in an uncertain and disconnected world.
Identifying key cultural drivers revealed how romance helps readers to process, escape and reimagine their emotional lives.
Impact
01
Identified ‘romantasy’ as an emergent hybrid genre before it hit the mainstream, influencing acquisition strategies.
02
Inspired the launch of Evermore, a dedicated romance imprint by Cornerstone, designed to serve and grow a vibrant reader community.
03
Helped Penguin Random House bridge the gap with under-25 readers by understanding their emotional needs and cultural context.
04
Positioned Penguin Random House not just as a follower of trends, but as a shaper, using cultural insight to anticipate shifts in storytelling and identity.
“The impact of the story Space Doctors uncovered continues to ripple through our business. It helped us understand not just what was happening, but why — and that insight has shaped everything from acquisitions to community strategy.”
VF Group / Timberland:
Translating global strategy into local expression for APAC
