Understanding Culture to Shape Connection

Culture 360

Culture moves differently for everyone.

Our Culture 360 research identifies how audiences notice, share, and act on cultural trends. Through a survey of 3,000+ consumers along with their in-depth video diaries, we uncovered three broad groups, along with eight nuanced sub-segments, that shape how culture spreads, evolves, and takes hold.

What Is Culture?

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What Is Culture? *

Culture is more than what’s trending—it’s how people discover, share, and make meaning together. Culture 360 uncovers the patterns behind these movements, giving brands a clearer view of how influence really spreads. Here’s what our audiences say:

“I’m always thrilled to try something new. And if I really end up liking it, I get super passionate and invested in it, and I love to share it with the community and the other people in my life to bring joy and excitement to them, too.”

— Rachel, a Tastemaker (21)

“I tend to have a very strong point of view and selective taste when it comes to the things I enjoy, and I tend to be very focused and concentrated on those things and go all in on them … I am usually cautious about different types of trends, just because I don’t know if they'll fit my personal taste.”

— Tia, a Curator (33)

“I’m pretty neutral when it comes to trends. I’m at an age where I know what I like and what I don’t, and it doesn't take me long to determine that… I know what I wanna be into, and I like things that resonate with my life.”

— Nïa, an Observer (29)

Meet our culture-first audiences.

Not everyone relates to culture in the same way. Some drive it forward, some interpret and amplify, and others anchor it in the everyday. Culture 360 reveals three powerful audience groups that together shape the cultural landscape.

The Tastemakers

The trendsetters. First to spot what’s new, they adopt and amplify ideas quickly—fueling cultural momentum and validating relevance for their networks.

Young, diverse, urban, highly engaged, “first to know.”
Early adopters who validate what’s new and spread it widely.
Popularity, identity, uniqueness, fun
Research, engage, share passionately, create related content
Product launches, brand partnerships, pilot ideas

The Curators

The interpreters. Selective and discerning, they sift through trends and share only what resonates—helping scale what’s meaningful and build staying power.

Selective consumers across age groups, often suburban, more Asian American representation
Careful evaluators, amplify within trusted circles, sustain trends once they resonate.
Trusted sources, personal relevance, utility
Selective engagement, deep dives, cautious sharing
Conversion, ongoing engagement, loyalty

The Observers

The stabilizers. Cautious and loyal, they follow culture at their own pace—representing a broad, dependable base for mainstream adoption.

More female, older, suburban/rural, cautious adopters.
Follow along but rarely amplify; stick to what’s personally relevant.
Relevance, familiarity, skepticism of “too trendy”
Share occasionally with family/friends, loyalty to known brands
Mass campaigns, awareness, scaling adoption

Seeing culture from every angle.

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.