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The Prof G Pod with Scott Galloway
Conversation with Marcus Collins — The Power Behind What We Buy, What We Do, and Who We Want to Be
Aug 31, 2023
Marcus Collins, head of strategy at Wieden+Kennedy New York and a clinical assistant professor of marketing, dives into his book, "FOR THE CULTURE." He explores how culture influences consumer behavior and identity. The conversation highlights the polarizing effects of technology on society and the decline of traditional advertising in favor of data-driven approaches. Collins also addresses the need for diversity in leadership within marketing, advocating for equitable practices that foster inclusivity and understanding.
25:01
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Quick takeaways
- Our cultural affiliations significantly influence our beliefs, behaviors, language, and consumption choices.
- Technology and social media have both positive and negative impacts on culture, affecting our ability to connect and spreading misinformation or promoting hate.
Deep dives
The Role of Culture in Consumer Behavior
Culture plays a significant role in shaping our behavior as consumers. According to Marcus Collins, culture can be defined as a system of conventions and expectations that demarcate who we are and what is expected of people like us. Our self-identification with specific cultural communities influences our beliefs, behaviors, language, and consumption choices. Our cultural affiliations impact various aspects of our lives, such as social affiliations, voting, recycling, worship, marriage, education, and more.
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