Impact

"At TED, we passionately believe that Ideas Change Everything. Culture3's shared vision and imaginative activations help multiply the impact of TED's original content and storied cultural influence."

LAURA BEYER, TED'S HEAD OF BRAND PARTNERSHIPS

Our global briefs set the agenda for what’s next, giving you strategy to lead, not follow. Brands are our partners; the world is our client.

Technology creates a thousand futures, culture decides which one we choose.

"We won’t build a better future without the world demanding it. No one can create demand like brands. That’s why we started Culture3."

MISAN HARRIMAN, FOUNDER

GLOBAL BRIEFS

The power of brands

Why would anyone listen to brands?

They need to

People are becoming increasingly worried and are in search of hope.

ABOVE: Average global optimism falls for 2023

They want to

In most countries brands are more trusted than governments.

ABOVE: How global trust in business compares to government

They have no choice

In 2024 brands will spend $1 trillion on getting heard.

ABOVE: WARC 2024 Global advertising spend forecast >$1tn

Why should brands choose to lead?

To win revenue

People place a higher value on services from purpose driven companies.

ABOVE: “I try to buy products from brands that act responsibly even it means spending more.” IPSOS 2029

To win talent

The majority of people choose who to work for based on their values.

ABOVE: Percent of employees who choose, leave or avoid employers based on their values. Edelman 2021

To stay relevant

Gen Z demand that the companies they buy from have a purpose.

ABOVE: % of Gen Z who believe companies must take part in alleviating eco & social problems. Novelli/Cone 2019

The brands that step up and lead at this critical moment will be richly rewarded.

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LAURA BEYER, TED'S HEAD OF BRAND PARTNERSHIPS