Culture Moves Fast: Embracing the New Mainstream

Today’s culture moves fast, often faster than brands are prepared to adapt. From TikTok trends that redefine beauty standards to the mainstreaming of global music genres like Afrobeat and K-pop, speed is the new norm. Brands that move at the pace of cultural shifts stand out, while those that lag behind risk irrelevance. Coca-Cola’s recent “Real Magic” campaign, blending global culture and influencer storytelling, shows how brands that embrace diverse voices stay relevant. In the new mainstream, culture isn’t a static entity—it’s a dynamic driver of consumer behavior. Businesses that are ready to evolve with these shifts, rather than catch up, will thrive in a diverse, fast-moving world.

Thought Starters: How does your brand respond to cultural shifts? Are you embracing the new mainstream with agility, or playing catch-up?

Provocation: Is your brand moving at the speed of culture—or already left behind?