In the current fragmented media landscape, cultural relevance is vital for brands and marketers. A new report by TBWA identifies 39 global cultural shifts, termed 'edges,' which help brands understand how to engage effectively and create meaningful cultural connections. Jen Costello, TBWA's global chief strategy officer, critiques brands focusing too much on content over culture, emphasizing that successful brands should genuinely influence or enhance cultural experiences rather than simply produce regurgitated content. The report aims to guide brands in making informed cultural engagements to seize business opportunities.
Cultural relevance has never been more important or desired by brands and marketers than it is right now.
The agency calls these shifts 'edges,' which it defines as 'global shifts with the scale and longevity to help brands turn cultural blur into business opportunities.'
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