Culture & Trends: Shining a light on cultural shadows
A new way of understanding cultural value and new research showing the gaps between what we value as people and how brands demonstrate their value
If the pandemic has taught us one thing, it’s that we exist within bigger social systems, no person is an island. Yet market research stubbornly focusses on the individual, the expressions of their individual needs and wants – it is easier to ask the nice questions rather than probe on uncomfortable truths.
However, if we are to truly understand people and invoke change, we need to look at how we operate within the shadows - how do we use the cultural systems we live within, to seek out the things we truly value?
Now is the time to move from understanding the individual to understanding our place in
society.
Join Peter Latham from Verve as they share a new way of understanding cultural value and hot of the press insights from the AI analysis of 100 brands using the framework, showing the gaps between what we value as people and how brands demonstrate their value – both for today & tomorrow.
Peter is the practice lead for Culture & Trends at Verve and has 7+ years of experience in helping clients navigate the chnaging world, Most recently, Peter has worked with global clients such as National Geographic, BOSCH and Estee Lauder, addressing a range of challenges including navigating the post-pandemic retail landscape and understanding consumer shifts around identity and loyalty.