Culture shapes what people value, share, reject and buy. And as culture keeps shifting, staying relevant as a brand becomes both more important, and more difficult.

That is why we would love to invite you to an inspiring afternoon with Oliver Sweet, one of the world’s leading business anthropologists and Global Head of Ethnography at Ipsos.

Oliver has helped brands such as Coca-Cola, Google, IKEA and Dyson, as well as foundations and governments, understand culture more deeply and decode why people really do what they do.

During this session, he will introduce The Cultural Trinity: a practical framework for understanding how culture shapes consumer behaviour, brand relevance and innovation.

We will explore how culture shapes:

Identity — who people are and what they value
Community — how people connect, influence, and belong
Belief Systems — the values and narratives that give brands meaning

Alongside Oliver, Antonela Puleo, Global Consumer & Markets Insight Leader at Unilever, will share her experiences and perspectives on how culture impacts marketing. We will also hear from Mariana Almeida, who will demonstrate how culture shapes people’s everyday lives.

We will close with interactive hot seat conversations: a chance to bring in your own questions, challenges, and observations.

Join us on September 8 and receive your free copy of The Rules That Make Us – Oliver Sweet’s new bestseller. It's a rethink of human behavior, showing how life, business and society are driven less by psychology than by culture.

We would be delighted to welcome you!