Brands that are not building cultural credibility will lose relevance with the next generation. Young people use brands to signal their lifestyle associations and build confidence in their identity. We constantly find Gen-Z prioritising brands that hold strong cultural equity. We've found that consumers are willing to spend up to 50% more on brands that project their chosen bubble of social identity.

So, think beyond the boundaries of your category and the rigidity of your heritage and explore cultural territories that link to your brand DNA, where you can fulfil a purposeful role.

#CultureMarketing #YouthInsight