"In this new era, the brands that matter won’t be those chasing culture. They’ll be the ones helping people make it – and earning their trust along the way," writes Edelman Middle East's Prabs Iyer.Everyone’s talking about culture. Brands want to “tap into it.” Agencies want to “leverage it.” Strategies want to “ride its waves.”
But let’s pause.
Culture isn’t a trend, a hashtag, or a limited-edition sneaker drop. It’s not something brands tap into – it’s something people live, struggle with, reclaim, and redefine every day.
And here’s the truth: brands don’t shape culture – people do.
But the smartest brands? They create space, tools, and platforms for people to shape culture with them.
Cultural relevance = brand trust
The 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me, highlights how cultural alignment plays a growing role in
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