CULTURE IS THE STUFF OF LIFE
Culture is how we connect, communicate and behave. It is who and what influences us. It reflects the reality of its time and connects communities globally. Culture is not a trend, it is the stuff of life.
It has and will always be influenced by the geopolitics, technological adption and the channels through which information flows of the era we are in. And in Q2 of the 21st Century, brands and businesses are seeing traditional centres of gravity shift like never before.
These Culture-Led realities include:
The Generational Shift: Managing a global more conscious workforce and consumer base from Boomers to Gen Alpha, all with different expectations, at the same time.
The Fandom Era: A struggle for brand relevance across noisy cross-cultural fandoms, across a fragmented media landscape and platforms shaped by power, algorithms and agendas, whilst navigating multi-country contexts and nuances, both in the country and with the diaspora.
The Growth Opportunity: Underestimating both challenger categories and "emerging" markets as polarising geopolitics and technology once again reshapes culture(s), economies and markets.
THE CULTURE STACK
The Culture Stack shapes who we are, how we express ourselves, who are communities are and how we engage with the world - it's our personal identity.
Inherited culture forms the foundation: our origin stories, geographies, diasporas, physical characteristics, neurodiversity, gender and lived experience.
Interest cultures from sport, music and art to skateboarding, Korean food or gaming stack on top, always experienced through the lens of who we already are.
This stack does two things simultaneously: It shapes how people perceive brands and businesses across all audiences It shapes how decisions are made inside organisations