Sometimes I think of culture as more of a feeling than a thing. Sure, it's defined by the generations (we see you, Gen Z), the trends and the pop culture... but it also encompasses the pure sense of "yeah, I get it. Something's happening here." And that's something you just feel. It's more than just a Champion sweatshirt on the homepage of UrbanOutfitters.com (brb, off to buy one, though.)
As the founder of a firm that focuses on how culture plays a part in marketing, this issue is always one I love dearly. It's an opportunity to tap into all verticals of the subject: from movements in creativity, to how culture plays an integral part in the success of internal organizations. It's an opportunity to gut-check that feeling of the undercurrents that drive the trends. So go on, dive in.