culture today is not something set in stone, but rather a dynamic built on a day-to-day basis in constant conversation between people, brands, creators, and all manner of institutions (Culture Culture Culture)
Glad to read these words on “Culture, culture, culture”, the latest White Paper by Highsnobiety in collaboration with Boston Consulting Group.
This is not a new read on culture, as every anthropologist knows. What it is current is the urgency for companies to change their focus. When the business shifts from selling to the market to engaging with customers and audiences, then companies deal with culture.
For too long companies have misinterpreted culture. Culture has been considered as either something intangible and therefore neglectable, or as something rigid, a convenient label to segment consumption markets according to nationality, age, gender, spending power etc.
Culture flows in how we interact with others, in what we give and take in those interactions. We all weave and reweave culture, constantly. And so do companies in their business environment, through their products, the way they work with their value chain, and communicate to their audiences and communities.
Develop a cultural understanding to business is the first step for companies to be resonant and stay relevant.