Culture is forever evolving — but are brands keeping up in a meaningful way?

The article delves into TBWA's annual 'Edges' report, highlighting 39 significant cultural shifts that brands must recognize to stay relevant. It emphasizes the phenomenon of 'culture rot', where brands simply chase trends for algorithmic visibility instead of making meaningful contributions to the cultural landscape. Jen Costello, TBWA's global chief strategy officer, articulates how terms like 'Eco-Realism' and 'Transparency Receipts' reflect a growing consumer demand for accountability and authenticity. The report serves as a clarion call for brands to stop participating superficially in culture and instead engage genuinely, creating value through listening and adapting to the evolving demands of their audiences. Brands need to embrace their human side, lean into irreverence and vulnerability, and move away from controlled narratives to truly resonate with consumers. The commentary touches upon how digital trends can often undermine creative originality, urging businesses to prioritize substantial and authentic cultural engagement.