€895 per day · two-day bundle €1,595 -excl. VAT · limited seats

[01] Why this series

Your consumer changed. Your playbook didn't.

Forget the word "culture" for a second. This is about consumer behaviour and it's shifting faster than most marketing plans can follow. New communities decide what's cool before your research does. Younger audiences buy on completely different signals. And the older, affluent consumer - the one with the actual budget - is being quietly forgotten by everyone.

There's a new consumer code and the brands that grow are the ones that learned to read it first.

That's what Culture *Coded teaches: cracking that new consumer code - the research, trends and insights behind today's consumer. How to understand microcommunities and use them to reach new target groups, expand your market and create growth - from Gen Z and Gen Alpha to the overlooked 50+ with the deepest pockets. How to make your marketing learn from culture and bring it into your playbook. And why collaborations have become a genuine growth driver instead of a nice-to-have. Plus the force most marketing plans still ignore: fandoms.

You'll learn how the strongest brands build fandoms around themselves, and how to spark that power for your own brand: communities so invested they do your marketing for you.

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We work with cases you actually know: Tout Bien, Average (yes, Rob's) and Zeeman next to Rhode, Burberry and Liquid Death. Why and how the best-in-class brands do it, and how you apply it to bring your own brand forward. 

This is not a day of listening, it's a day of doing: every keynote feeds a hands-on workshop, so you leave with work done on your brand, not just notes about someone else's.

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