elume is for the consumer
obsessed — and those that want to be.

Nighttime scene of an art installation resembling a street with rows of tall street lamps, illuminated with bright lights, and palm trees in the background. People are gathered near the installation, some standing and some sitting.

we were founded with the purpose to meet one of the biggest needs global brands face today:

relevance with consumers and culture.

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we offer growth strategy services

at the intersection of consumer, culture, communities

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A flat lay of various skincare and beauty products with a facial roller, overlaid with the question: "How do we define a product strategy that drives consumer-market fit?"

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Race car pit stop with a mechanic holding a tire, at a racetrack with spectators in the stands, and the question 'How do we orchestrate strategies into activation?' overlaid.

bringing in experience from…

A collage of various company logos including YouTube, Roblox, Disney, Sony, Estée Lauder, NBCUniversal, Best Buy, Microsoft, American Express, and others.

Brand Positioning and Brand Strategy

Consumer Flywheel

Go-to-Market Strategy

Consumer Research, Insights and Analysis

Creative Ideation

Consumer Targeting and Segmentation

Consumer Journey

Experience Design

Omni-channel Experiences

we’re a team of multi-hyphenates

Smiling woman with long brown hair outdoors against a blue sky background.

A woman with long dark hair wearing a red top and pearl necklace, smiling outdoors with house and string lights in the background.

founder and ceo

Eunice is a trusted partner to senior leaders, championing their success to win with their customers, as well as within their organizations.
After nearly 30 years of consulting across technology and consumer brands, Eunice still finds passion and excitement to deliver market-moving changes for her clients. With an endless supply of curiosity, Eunice is always learning, leaning into how to do things better.
In that spirit, Eunice founded The Elume Group in 2024. To bring clarity and light to her clients in complex challenges and markets—but without the unnecessary baggage of traditional consulting firms, keeping only the impact and value of talented consultants. Eunice is committed to excellence and raising the bar with every single client and project Elume takes on. Eunice has earned the trust of global market leaders, relied on to take on some of their hardest growth challenges, over and over again.
Eunice lives in Los Angeles and loves everything about her home. The people, the food, the sports! From growing up in the valley, meeting her to-be husband in the 7th grade, attending UCLA, raising her family and now to being a business owner—her roots in LA run deep. Though she loves to travel the world for work and play, there is nothing like the waft of home arriving at LAX.
With her life ambition to always be cool in her 3 Gen Z daughters’ eyes, Eunice has built a career to hopefully achieve a part of that.
And Go Bruins!
director, marketing strategy

Abbey is a strategic marketer with deep expertise translating consumer research into compelling positioning, messaging, and go-to-market activations across diverse industries.
Abbey is a specialist in insight-driven storytelling, helping brands drive customer relevance and commercial impact. Her background is shaped by client-side experience at Food & Wine, Travel + Leisure, People, and American Express, and leading consulting engagements for emerging brands, growth-stage brands, and Fortune 500 brands - generating marketing excellence through the consumer journey.
Abbey holds a Masters in Strategic Marketing and Communications from Gabelli School of Business at Fordham University and a BA in Creative Writing from Bucknell University. As a born and bred New Yorker, but now living in LA, Abbey consistently finds herself on either coast - soaking up the sunshine of the west and the can't-be-beat pizza and bagels of the east.

along with a select roster of
best-in-class specialists:
strategists, researchers, and creatives

our current obsessions

AI isn’t necessarily changing Gen Z — rather, it's getting better at reflecting them.

A generation that grew up curating algorithms now expects the world — and the brands within it — to move with the same fluency.

The takeaw

Gen Z isn’t searching anymore — they’re asking.

Instead of typing into a search bar, they prompt an AI co-pilot that understands context, taste, and intent. Discovery, evaluation and ultimately decision now happens inside a single

Trust issues? Not for Gen Z — 52% of them say they mostly or completely trust AI responses.

For a generation raised on algorithms, credibility is being coded into their everyday tools.

This changes everything about how influence, information,

Not all categories are created equal.

When it comes to AI adoption, Gen Z are using it most for:

🍳 Food & Cooking
🎮 Entertainment & Gaming
👕 Apparel & Accessories

These aren’t just interest areas. They’re where identity

The purchase funnel didn’t just shrink — it collapsed.

61 % of Gen Z consumers using AI make a purchase decision within the same day.

Discovery, evaluation, and conversion now happen in a single scroll and for brands, that doesn't mean

Culture doesn’t just reflect markets — it creates them.

The brands that thrive aren’t chasing trends or audiences. They’re building meaning that moves people and markets forward.

We believe consumer + culture are the keys to

The next era of growth won’t come from louder campaigns — it’ll come from deeper connections.

The brands that thrive will be those that live inside culture, not outside of it — fluent in its nuances, and more importantly in t

The internet — and now AI — have permanently rewritten the market map.

The consumer journey has taken on a new shape. Trends are traveling at the speed of code. Consumers have never been more connected — or more fragmented.

The o

To thrive today, brands have to move from *targeting* to *participating* in it. Authenticity isn’t an aesthetic — it’s a system.

It’s how brands build trust, signal values, and grow through shared meaning — not mass rea

Hi! 👋 We're elume — for the consumer obsessed (and those that want to be).

Follow us here to learn more about what we think about today's consumers and the culture that drives them. We'll also be posting about the latest on marketing, retail

let’s connect

Whether you’re a brand looking to grow or a multi-hyphenate looking to build at the intersection of consumer and culture, we’d love to connect. Fill out the form on the right, or contact us at hello@elumegroup.com.

Ready to obsess with us?