VML：2024年文化变迁研究报告（英文版）（18页）.pdf

1、The Culture Shift by VMLA series of a-la-carte reports that explores meta culture shifts and brand category implications2At VML,we have a set of expert strategic teams united with a mission to reinvent the future of brands and businesses to drive real and sustainable growth.Amber Chenevert,PhDManagi

2、ng Director,Strategy&Insights-CultureAshanti PittmanSr.Strategist,Culture&HealthJoan M.VillasGroup Account DirectorSur GovindarajanSr.Strategist,Research Culture is a set of values,conventions and social practices that help people feel connected to themselves and their community.Brands can invest in

3、 culture,give culture a platform,amplify culture,partner with culture,and elevate culture.But brands do not create culture,people do.How do we know?Anthropology is the study of humanity,related cultures,societies,linguistics and other human interests.Anthropologist estimate that people began creatin

4、g culture at least 300,000 years ago when they started to move across geographies and away from centralized norms.New geographies meant new experiences,ways of living and even exposure to new technology that allowed them to mix and remix culture.Modern humans are still mixing and remixing culture as

5、 The Internet,and more specially,Social Media has broadened their global exposure without leaving their home.Further,people also create culture to find a place to fit in when the dominant culture excludes them,from Hip-Hop to Facebook.In The Culture Shift by VML,we center the people who are creating

6、 culture and give brands a point of view about how they can find their place in culture to thrive.A.I.helps sort lots of complex data and information.Still,we need a human lens on the data to understand current context,whats bubbling just beneath the surface and assess real brand impact.Join us on o