The radical potential of semiotics and cultural strategy

Vijay Parthasarathy, Noel Theodosiou, Cecily Long, Sarah Unger and Matt Klein

Details why attention to the cross-hybridization of quantitative data and more qualitative points of cultural and semiotic trends are critical to establishing a more robust picture of consumers, in both action (quant) and feeling (qual), in an age where brands are increasingly being held accountable for their commitment to a more authentic and sympathetic approach to culture and cultural trends.

There is no doubt that we’re living in an era of intense, complex cultural dynamics.

Not only does culture seem to be accelerating faster and faster, but so much of it is now spawned and remixed in online spaces, convoluting dynamics further. Additionally, with heated socio-political issues ranging from mental health and DEI to the climate crisis and war, wading into these territories requires sensitivity, which many would rather overlook entirely. However, as we know, companies do not operate in vacuums. They read, and write, culture. And there’s now harsh pressure, if not a responsibility, to actively participate...

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