What to know to navigate cultural shifts

Explores culture shifts and brand category implications for more relevant, culture-first insights.
  • People are looking to break the status quo and embrace the "other," as seen in Gen Z and Millennials' increased purchase of wellness products and services compared to other generations.
  • Motivators fluctuate based on cultural context; however, there's an increase in purposeful purchasing, such as mindful luxury and dopamine buying.
  • Technology has also become a creative and entrepreneurial amplifier, with people using technology to develop fairer and more equitable systems of expression....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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