In today’s fast-paced world, brands are in a constant race to remain relevant. But true relevance doesn’t come from chasing every fleeting trend, it comes from understanding and engaging with the cultural undercurrents that shape how people interact and view the world. At its core, culture is the spirit of the times - the shared behaviours, beliefs, and expressions of a society. For brands, this is both an opportunity and a challenge.

‘Brand purpose’ has been conflated with high-minded, social purpose of saving the planet and fighting every social injustice known to man. And while business is vital for making an impact towards these causes, there are more brands getting it wrong than right and the cost to pay is high.

Brands have a plethora of challenges to choose from – even if most would rather not.