For the Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be
Marcus Collins, University of Michigan
Culture is a word we often use but seldom fully understand. So, why does that matter? Because there’s no force more influential on human behavior than culture. What we wear, what we watch, who we marry, how we vote, what we support, and just about every aspect of daily living is informed by – and in many ways governed by – our cultural subscription. Therefore, if we can fully understand what culture is and the underlying physics of how it works, then we can leverage its sway to get people to take action. Of course, this is powerful for marketers, politicians, leaders, managers, and anyone with a vested interest in getting people to move.
In this talk, Marcus pulls from both theory and practice – using learnings from his work spearheading digital strategy for Beyoncé to working with Fortune 500 companies like Apple, McDonald’s, and Google – to break down the ways in which culture influences behavior and unpacks how to leverage its power to get people to move.