How to Identify Cultural Insiders & Scene Makers in 2026
We are drowning in content saturation. The brands that genuinely break through aren’t those chasing eyeballs, they’re those who plug into culture where it lives and breathes. The key difference? They partner with the right cultural insiders and scene makers, the individuals who shape identity, language, aesthetics and belonging within communities. Too many brands confuse […]
“WATCH US”: Cultural Power in Marketing in Effect!
In July 2025, Showmax released a campaign that didn’t just promote the streaming platform, it set a new cultural benchmark. WATCH US, isn’t a celebration of celebrity for celebrity’s sake. It’s a declaration of cultural sovereignty. A statement that South Africa isn’t just participating in global culture, it’s shaping it. The spot features Grammy-winning artist […]
How to Create Agile, Culturally Relevant Content in 2026
2026 will demand an agile, insight-led approach that places brands firmly at the heart of cultural conversations. Brands simply must rapidly pivot to stay culturally relevant and emotionally resonant amidst the flood of competing content. For Brand Managers, Marketing Directors, CMOs, and Agency Decision-Makers looking to drive deeper audience connection through culture, here is the […]
Culture = Cash: Proving ROI of Culture Marketing
2025 has sounded a loud alarm bell for every brand leader still treating culture marketing as “nice to have.” The truth? Culture is the new performance channel, the only channel that delivers real, measurable demand, pricing power, and compounding loyalty. And if 2026 isn’t on your radar as the year to double down on cultural […]
How Corona took SA outdoor Festivals vibes to Global Culture Standard.
In the battle for Gen Z and Millennial attention, South Africa has become a masterclass in culture immersion, with Corona Beer leading the way as a global blueprint for lifestyle marketing. By aligning its brand world with music, nature, and mindful living, Corona has redefined what it means for a global beer to feel local, and in doing […]
The Year of Unshittification: Choose Authenticity or Lose Everything in 2026
If there was ever a moment when brands must radically rethink how they connect with consumers, that moment is now. 2026 heralds the era of unshittification, coined by Cory Doctorow, it reverses the decay of digital platforms that sacrifice user experience for profit. It’s about rebuilding trust, prioritizing authenticity, ethical pricing, and transparency over exploitation, to […]
Culture as Currency: When Creativity Becomes Capital
At Loeries 2025, the Culture as Currency panel set the record straight: culture isn’t decoration, it’s capital. Presented by AB InBev and moderated by Davin Phillips (CSA.Global), the masterclass brought together leading voices shaping Africa’s creative economy, Fabiana Pereira (AB InBev), Joel Rao (Dentsu Kenya), Russell “Yay Abe” Abrahams (Art+Design), Focalistic (Music), Shaun Duwe (Anything […]
The Culture Collision Effect: Why Unexpected Partnerships Drive Growth
The most powerful brand plays today are born at the collision of worlds that once seemed miles apart: luxury fashion inside gaming universes, hip-hop aligned with sustainability, or finance reimagined through streetwear. These aren’t gimmicks. They are ecosystems of belonging that spark new markets, reshape identities, and generate ROI far beyond traditional campaigns. Understanding, actioning […]
The Singular Strategic Blind Spot Brand Leaders Are Missing for 2026
64% of consumers switch brands over poor representation. Multicultural audiences are now the majority in many key markets. Yet too many brand leaders still treat cultural marketing as an afterthought. As we head into 2026, the most successful brands are proving that authentic cultural engagement is no longer a nice-to-have, it’s the engine of growth. […]
Gen Alpha: The Next Big Global Culture Shift
What Marketers Can Expect, and Where to Show Up The warning signs are everywhere, but most brands are looking in the wrong direction. While marketers obsess over Gen Z’s TikTok habits, a seismic cultural shift is already underway. Gen Alpha isn’t just the next generation of consumers, they’re rewriting the rules of influence, spending, and […]