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

A busy city street with pedestrians walking among tall buildings and storefronts, with a mix of modern and historic architecture.
A building with a large billboard on top that reads 'YOU CAN'T STOP US' in the background. Overlaid on the image is a quote, 'What does our brand stand for and what are the stories that break through in a sea of sameness?'
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?"
Interior of a busy shopping mall with multiple levels, various stores, and many shoppers walking.
Text overlay on a green wall of lwith plants, reading: "How do we deliver consumer experiences that continuously drive brand excitement and heat?" in black font, with a bar or retail display below showing a logo for Sadelle's at Kith Paris.
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.

delivering impactful results for global brands

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

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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 Shin has spent three decades at the intersection of consumer behavior and cultural strategy — helping global brands understand not just who their consumers are, but how to win with them.

    She founded The Elume Group in 2024 on a belief that many brands have a cultural blind spot. They may have the playbooks, the data, and every martech tool available, yet are still losing relevance with the consumers who sit at the heart of culture. Eunice founded Elume to solve for this gap. Along with a highly talented team, Eunice provides the untapped intelligence about the people and forces shaping what consumers want next — and an achievable strategy built around it.

    Her approach blends the rigor of deep consumer research with the instincts of someone who has spent a career inside culture — across technology, retail, entertainment, and consumer brands. Senior leaders come to Eunice when the growth challenge is hard, the stakes are high, and they need a partner who can confidently help them execute.

    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 the air 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

Cover of a report titled '2025 Gen Z AI Report' by The ELUME Group, with the subtitle 'What brands need to know (like, right now)' and a clickable button that says 'Click here to read'.
Graphic for a research report titled 'The Attention Economy of Youth Culture' featuring fashion and lifestyle items like sunglasses, a cap, shoes, a wallet, a water bottle, and skincare products with a yellow 'Click to Read' button.

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?