Traditional approaches to strategy underestimate, or ignore, the effects of cultural trends – but the past year has shown that brands need to create the capabilities to continuously catch the waves of culture and ride them in both smooth and rough waters, says Terry Young of the Sparks & Honey consultancy.

Why it matters

Cultural movements affect companies, their people, and their products, so not tuning into them means confronting unexpected roadblocks and blind spots.

Takeaways