Culture Pulse

Using cultural DNA to explain contemporary trends.

The brief was to undertake a ground up exploration of cultural trends in South Asia and its future implication for Unilever brands. The path to the future is never linear… as global discourses and modern lifestyle templates cross national and ideological boundaries.

Quantum started with establishing a cultural baseline for the region. This takes the form of 10 cultural ‘genes’ that form the primary lenses through which contemporary events and ideas are decoded.

The primary source of data was User Generated content, uploaded by consumers across 77 small towns and cities in Bangladesh, India, Pakistan and SriLanka. This provided a grounded perspective of how underlying cultural shifts are being understood, negotiated and assimilated into consumer thought models.

We created a trend guide to represent cultural evolution in the South Asian region.

Newsletter sign up

It seems that you have already subscribed to this list.Click here to update your profile.