"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.
GLOBAL BRIEFS
The transformational challenges that will define our world’s future.
"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.
