For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be

By Marcus Collins

Winner of the Thinkers50 Radar Award

Porchlight Business Book Award Winner

NABJ Outstanding Book Award

A Forbes Must Read Book for Spring

A Next Big Idea Club Must-Read Book

An Amazon Best Book of the Year So Far

An award-winning marketer for the likes of Beyoncé, Budweiser and the Brooklyn Nets argues that cultural engagement is the most powerful vehicle for influencing behaviour

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest, a bundle of nerves asking your crush on a date, a coach trying to get the most out of your players, or a teacher trying to encourage your students. In For the Culture, Marcus Collins shares cultural insights for everyone, no matter your background, to empower you to inspire collective behavioural change.

Collins starts with a simple observation: to effectively engage with any community, we first need to think hard about what we will contribute to that community. Cultural influence is impossible without cultural participation. In For the Culture he begins by unpacking the origins of culture and its core relationship to identity, before diving into the specifics of how we leverage the power of culture and what happens when cultural connection goes wrong. With a deep perspective based on a century’s worth of data and designed for our hyper-connected light-speed world, the book demystifies influence and marketing for readers from all walks of life.