Don't Just Show Up in Culture - Shape It!

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Don’t just show up in culture. Shape it.

Loved this insight by Jen Costello, TBWA’s new Global CSO, and her call for brands to stop mimicking culture and start adding to it. It’s not just a rallying cry for creativity—it’s a challenge to every brand strategist, marketer, and founder out there.

At Bob’s Your Uncle, we’ve always believed brands should do more than reflect what's trending. The ones that last—the ones that matter—are the ones that shape culture.That means staying ahead of what’s next. Jen identified three powerful new cultural ‘nexts’ rising up:

👉 Eco-Realism – Consumers aren’t buying idealism. They want real steps, real progress, and real honesty about sustainability.

👉 Maturity Paradox – Growing older doesn’t mean growing quieter. The new 50+ is louder, prouder, and living fully—breaking every generational stereotype in their path.

👉 Transparency Receipts – Tired of vague values and empty claims, people want proof. Brands need to show their math.

These aren’t just trends—they’re opportunities to lead. To provoke. To build brands with backbone and belief.So here’s to the brands that don’t chase culture—but create it.

And here’s to the ideas that make that happen.