Tag: CulturalFluency

We have unveiled our sixth annual What Matters report, in collaboration with in-house cultural strategy experts from Space Doctors. This year’s edition explores eight trends that illuminate how identities are being reshaped. The report also provides insights to help brands navigate a world where contradictions are the new normal. Together, these insights point to trends shaping culture and consumer expectations.

Why does global luxury still treat African consumers as if they haven’t learned “good taste” yet? I dismantle the tired assumption that visible luxury signals a lack of sophistication. At the same time, I challenge the belief that European restraint automatically signals refinement.