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Tom Bates
Managing Director
STRAT7 Audiences
Since 2008, Crowd DNA has been reporting and acting on culture across the world, showing brands how (and when) to channel this energy to be part of people’s lives, their communities, and what matters to them. And look at where we are now.
In 2023, we released How We Work With Culture, our guide to exploring culture from the street up and how we use this perspective to amplify impact for our clients.
This time we’re back to dig a little deeper into how we do it. We look at why cultural strategy matters more than ever, and how to stay relevant with people in this rapidly changing world. And how our role as advisors, our toolkits and our approach needs to adapt too – and what we are doing to develop the role of Cultural Strategist is an important part of that.
We hope it gives our team and our clients a stronger sense of what we are about. Putting down on paper how we will continue to deliver Culturally Charged Commercial Advantage for the next 15 years…
- 06 Global Offices
- 400+ experts as part of STRAT7 integrated ecosystem
- 75+ markets working on projects for the world’s most exciting brands
- Hundreds of dream briefs and genuinely future facing, strategic opportunities
01
Why cultural strategy matters more than ever
Culture Is Getting Messier
What we do at Crowd is guided by the single, simple belief that all brands and people live within – and are influenced by – culture. Culture is everywhere around us – it’s the unwritten rules and rituals that make our world(s) tick. It’s the starting point for how people behave and trickles all the way down to how people see, feel, engage with and advocate for brands. But culture is getting messier.
From Mess To Meaning
At Crowd DNA we believe cultural and commerical opportunities come from mapping both fast and slow culture…
Slow culture refers to the deeper, long-lasting aspects of a society’s values, traditions, and practices. These elements evolve gradually and tend to have enduring relevance over decades or even centuries. Think about traditional cuisines like Italian, or architecture, customs and rituals, storytelling and communication forms.
On the other hand, slow culture encompasses rapid, trend-driven shifts that often dominate popular attention for short periods. It is shaped by technology, media, and globalisation. Think fashion trends, social media trends, entertainment, technology, and health trends.
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