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Insights
Read, listen, watch and learn! Discover our valuable insights to better understand what's trending across the globe and get a fresh perspective on current global and local brand challenges.


Oct 11, 2024
The rise of provenance brands: the secrets to those global powerhouses
In today's globalised world, where consumers crave authenticity and unique experiences, provenance brands have emerged as powerful...


Sep 25, 2024
Snackification + culture = transformation
In a world where culture moves at the speed of light and where supply chains are being pressured by various economic forces, consumer...


Feb 28, 2024
Getting under the skin of human behaviour – where AI can’t (yet) beat human, cultural intelligence
In the light of AI infiltrating all areas of business, and more particularly marketing, market research, audience analysis, there still...


Oct 17, 2023
Understanding the double-edged sword of culture and polarisation
This article is part of a series of articles of the WARC Guide to creating cultural advantage. Read more . Earlier this year, lead singer...


Mar 23, 2023
Looking past the screen: the influence of culture and representation in streaming media
Streaming platforms have reached almost every corner of the planet, with global investment in streaming content having more than doubled...


Feb 14, 2023
A roadmap to cross-market relevance and effectiveness: the four pillars of culture
Culture is everywhere and ever evolving. No longer bound to nationality or geographical location, it’s about ideas, customs and...


Dec 22, 2022
How cultural intelligence can help debias big data and data research
Big data is not completely new. Over the course of centuries, people have been trying to use data analysis and various analytic...


Oct 28, 2022
Cultural innovation: How global brands remain fast-moving and relevant
Cultural innovation: The FMCG and F&B business case Fast moving consumer goods (FMCG) and the food & beverage (F&B) sectors anchor...

Aug 4, 2022
Leading the way with inclusive marketing
Truly innovative brands understand that in a fast moving and digitally enabled world, brands that succeed are able to encompass their...


Jul 1, 2022
Celebrating Pride: An overview of LGBTQ+ Representation Worldwide
2022 marks the 50th anniversary of the first UK Pride march in 1972. The march saw two thousand people come together to celebrate LGBTQ+...


Jun 3, 2022
Why local insights are the first step to global innovation
Local insights are an essential part of the innovation process and a key contributor to its success at an international level. When we...


Apr 29, 2022
Successful Global Purpose-Led Brands: What’s Their Secret?
Purpose-led brands face many hurdles in their fight to end taboos. As they challenge certain cultural norms and values to drive societal...


Mar 2, 2022
Mind your language: bridging the gap between cultural awareness and inclusivity
According to recent research, 38% of consumers are more likely to trust brands that do well with showing diversity in their ads ( Adobe...


Feb 28, 2022
Global Inclusivity – Opening Pandora’s Box?
Seven-times world champion and the only black driver to have ever raced in Formula One since its creation in 1950, Lewis Hamilton...


Feb 7, 2022
The Squid Game Syndrome: What are the hidden costs of translation?
Mélanie Chevalier, Founder & CEO of Creative Culture, tackles various misconceptions about translation, and shares tips to successfully...

Aug 25, 2021
White Paper - Sustainability across cultures: China, India, The US and Sweden
While some countries may be better positioned to achieve certain sustainability goals, brands and governments have to juggle with the...


Jul 15, 2021
White paper - What is Culture?
Insights into a key driver of behaviour This white paper aims to explore the different components of culture and behaviours, and how it...


Jul 14, 2021
The Future of Work: What Businesses and Brands Can Learn from Expat Culture
How do you define culture? It was a question American anthropologists Kroeber and Kluckhohn attempted to answer in 1952 – and they...


Jun 7, 2021
CEO Today: Lightning Bugs, Snow and the Importance of Inclusive Language
Our CEO Mélanie Chevalier recently contributed to CEO Today ‘s June 2021 issue. Read an extract of the article and click on the link...


May 19, 2021
The Future of Work Across Cultures: Key takeaways from our webinar
On 28 April 2021, Creative Culture’s webinar on the future of work explored new trends in the workplace that are likely to remain part...
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