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Every brand wants to “show up in culture,” but few can define what that actually means or how to do it well. As the word “culture” gets thrown around constantly, in briefs, in meetings, and all over our feeds – what does it actually mean for brands? Lately, we’ve seen trends rebranded as culture and ‘culture-forward’ used as a vague goal without clear definition. This piece explores the tension between moment-chasing and lasting relevance, offering real examples and Taylor’s POV to unpack what culture truly is, why it matters, and how brands can move from being adjacent to culture to being truly in it.

For decades, Black labor has been the foundation of American progress — whether through physical labor, intellectual contributions, or cultural influence. From agricultural fields to creative industries, African Americans have shaped the fabric of this country, often without due recognition or ownership.

People turn into the Super Bowl every year—2025 was no exception for the most-watched sporting event in the U.S. Viewership reached an all-time high with 126M this year, up almost 2% from last year.

Gather round the cauldron of the internet, where platform soup is boiling over, and social media’s most darling channel is on the precipice of getting tossed out of the pot.

As the demands on sponsorship investment grow, so does the need for a sophisticated, data-driven approach to ensure that brands not only meet their ROI goals but thrive in a more competitive environment.

In the wake of the election, it’s clear that this generation is pulling culture in unexpected directions. While Gen Z is constantly creating new sub-segments, the passion points outlined below are consistent drivers of conversation and community. We employed a curated, social-first sounding board run over two weeks to gain first-person insight into the conversations happening across fashion, music, sports, and food.

Election seasons aren’t just busy for politicians—they also create ripple effects across industries, especially brand marketing. Political campaigns continue to flood the media landscape, with brands facing an increasingly complex environment to navigate. Election cycles influence not only ad spend and messaging but also shape consumer sentiment in ways that can impact the entire marketing mix. Smart brands don’t just react to these shifts—they anticipate them.

In the ever-evolving marketing and advertising landscape, the power to shape societal norms and influence culture is undeniable. With this power comes a weighty responsibility, particularly when representing our society's diverse tapestry.

A new demographic has entered the chat and they are making a mark: the “200%ers.” These individuals, deeply rooted in their Hispanic heritage yet fully embraced as Americans, embody a bicultural identity that shapes their values, experiences, and aspirations.

Welcome to the first edition of our Possibility in Craft series: a Taylor series that breaks down the different craft elements of an execution—like sound design, art direction, editing, and more! Check out this first episode on iconography and how we successfully utilized the dancing girl emoji in our Smirnoff Spicy Tamarind “Baila con Smirnoff” campaign.

The Olympics face declining viewership, prompting the IOC to add new sports like BMX and breakdancing to attract younger audiences. This strategy aims to revive interest and maintain relevance, though it creates challenges for sponsors adapting to the changing sports lineup.

Authentically connecting with the LGBTQIA+ community requires more than just a once-a-year check in, rainbow merch, and even, good intentions. It demands genuine understanding, ongoing commitment, and a willingness to listen and learn.

In this Taylor Talk, moderated by Dr. Tolonda Tolbert (Leadership Coach, Culture Consultant & Speaker), Ziad Ahmed (Forbes #30Under30, CEO & Co-Founder of JUV Consulting), Dr. Seoyoung Kim (Assistant Marketing Professor at Fordham University), and Joyce He (Brand Director, Guinness) share the importance of the meaningful representation of those who identify with AANHPI heritage in our industry.

There are no doubts: the next edition of the Olympics will be the most successful in a very long time in the United States. Due to the rising popularity of securing a sponsorship in the Games, brands need to focus on maintaining solid communication and structured approaches to their big ideas.

In 2023, women's sports surged, with the WNBA Finals and NWSL's media rights deal breaking records. As women's sports continue to rise, brands have an opportunity to capitalize on this momentum for long-term success.

Beyoncé is sparking a genre renaissance within country music, reclaiming Black heritage and challenging industry norms. Her influence is reshaping country music’s cultural identity & audience profile, offering brands opportunities for authentic engagement.