Cultural relevance is crucial for brands, as highlighted by the Edges report from TBWA. One of the main trends identified in the report is the concept of culture rot, where content and culture are often mistaken for each other. Content typically recycles existing ideas, whereas culture has greater influence and impact. Chief Strategy Officer Jen Costello emphasizes one of her main concerns with culture rot, stating, ““Brands and creators are churning out this endless stream of stuff, much of which isn’t actually landing, making a difference, or shifting how people are actually living in the real world.”
