Keynote Dr. Marcus Collins

For the Culture: The Power Behind What We Buy, What We Do & Who We Want to Be

There is no external force more influential to human behavior than culture — full stop. This makes culture a cheat code for anyone with a vested interest in getting people to adopt the behavior, whether you are a brand marketer, manager, leader, or politician. Those who understand the dynamics of culture are more likely to have influence, while those who do not are almost always influenced by those who do. In this talk, Marcus pulls from both theory and practice — using learnings from his work spearheading digital strategy for Beyoncé to working with Fortune 500 companies like Apple, McDonald’s, and Google — to break down the ways in which culture influences behavior and unpacks how to leverage its power to get people to move