With a rise in ambition (+11%) in tension with the need to slow down (+10%), people are looking for brands that genuinely help them navigate a fast‑moving world. People still want progress and success, but with sustainable momentum. The paradox - ease and aspiration, pace and progress - is reshaping what people value and how they define success, creating a new landscape of aspiration brands need to understand.
Winning in Culture is our new series showing where real momentum is building - and how brands can create Meaningful Difference in the moments that matter. Powered by VIBE cultural intelligence, Global MONITOR, rich qualitative insight and AI‑enhanced cultural analysis, the series uncovers the rituals, behaviours and creator‑led signals defining culture today.
If you want your brand to stay culturally relevant not reactive - this is your starting point. Download the first volume, Rituals & Resolutions, to discover:
- Why rituals are gaining traction over resolutions and routines
- Which brands are most culturally vibrant
- How brands like On and New Balance are authentically winning in culture
- What it means for your brand’s strategy, activation and growth
Download Volume One: Rituals + Resolutions
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