We help our clients and partners:
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Identify and understand the specific cultures they want to engage
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Dig deeply into the key contributors of this culture – the creators, influencers, and thought leaders who shape its evolution
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Create a holistic and impactful cultural strategy that not only understands and reflects the culture, but also contributes to its growth and evolution
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Actively participate and contribute to the culture(s) they've identified, becoming an integral part of the cultural eco-system
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With a focus on the Millennial & Gen-Z cohort within key markets, we take an in-depth look into the specific contributors of the current, and emerging cultures of select communities.
Understanding that the creative aspects of culture(s) is what most engages Millennial & Gen-Z demographics globally, we explore the role of creators and creativity in our society, and examine how our creative sub-cultures contribute to the cultivation of ourselves, our careers, communications and our communities.
In alignment with our CRUxHaus Data Collective, we collect and analyze Millennial & Gen-Z community data, obtaining key insights that help our clients better integrate into targeted communities around the world.
THE WORD "CULTURE" IS OVERUSED -
BUT, HEAR US OUT.
The CRUxCulture Lab is where we help our clients and partners create a comprehensive approach to understanding and influencing specific cultures.
Our CRUxCulture Lab creates a comprehensive approach to understanding and influencing culture, particularly as it pertains to the cultures of Millennial and Gen-Z communities around the world.
EVERYBODY'S TALKING CULTURE.
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BUT WHAT ARE THEY GROWING?
THE TERM "CULTURE" COMES FROM THE LATIN WORD "CULTURA" WHICH INITIALLY REFERRED TO THE CULTIVATION OF LAND OR CROPS.
So, the term 'culture' as we understand it today actually has its origins in ancient Rome, with the philosopher Cicero. In his work 'Tusculanae Disputationes,' Cicero introduces this concept called 'cultura animi,' which translates to 'cultivation of the soul.' It's a fascinating metaphor that likens personal and intellectual growth to the process of farming.
He essentially suggests that developing our inner selves, philosophically and spiritually, is akin to the highest achievement in human development. It's a really insightful way of looking at the evolution of our minds and societies."
Over time, the term evolved to encompass a broader range of human activities and achievements, including the arts, beliefs, customs, knowledge, and values that characterize a society or group. The contemporary understanding of culture is deeply rooted in this philosophical heritage, where the cultivation of human potential and the development of societal ideals are central themes.
THE MORE YOU KNOW.
WHAT "DOING IT FOR THE CULTURE" LOOKS LIKE.
DEFINE CULTURE.
GROW CULTURE.
KNOW CULTURE.
To authentically integrate a brand within a culture, it's essential to have an in-depth knowledge of those who contribute to it. This includes the creators, curators, marketers, and entrepreneurs who are the driving forces behind the continuous evolution of our cultural environment.
These individuals are not just contributors; they are the architects of daily experiences and the influencers of societal trends that shape culture.
To effectively transform culture, one must be an active participant and grow alongside it. Growth in culture is a continuous journey, requiring consistent contribution and deep-rooted involvement. You can't hope to change a culture without being an integral part of it.
BRAND CULTURE.
Making your mark within a culture, first starts with identifying the culture you wish to engage (Define Culture) and understanding the influential contributors within it (Know Culture). It's about more than just identifying a target; it's about becoming an integral part of the culture by growing alongside its community (Grow Culture).
These set the stage for you to leave your distinctive mark and effectively cultivate a brand within the culture. There are several key steps to immersing your brand into a culture. The most important being, the impact your brand has on the community members - how does your branding help the culture and its people grow?
The most influential brands seamlessly integrate into the cultures of their consumers. Instead of merely branding and moving on, they actively contribute to and nurture these cultures.
These brands assist communities in defining, developing, and shaping their own cultural identities. Rather than dominating the cultural landscape, the best brands adopt a supportive role, positioning themselves as collaborative players in the cultural landscape.
TO BE CULTURAL, TO HAVE CULTURE, IS TO INHABIT A PLACE SUFFICIENTLY, INTENSELY TO CULTIVATE IT — TO BE RESPONSIBLE FOR IT, TO RESPOND TO IT, TO ATTEND TO IT CARINGLY. -EDWARD S. CASEY
FOOD FOR THOUGHT.
The Branded Culture Series, consisting of a digital content series, that creatively explores the rising role of brands within the Rising Generations sub-cultures.