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

In ＂an elegantly friendly writing style＂ (Wall Street Journal), the architect of some of the most famous ad campaigns of the last decade reveals how our perspective can be influenced by culture.

Winner of the Thinkers50’s Radar Award
A Porchlight Business Book Award winner
NABJ Outstanding Book Award
Longlisted for the Non-Obvious Book Awards
Longlisted for BookPal’s 2023 OWL Awards
One of Radical Candor’s Inspiring Books to Help You Become a Better Leader In 2023
A Thinkers50 best new management book of 2023
A Forbes Must Read Book for Spring
A Next Big Idea Club Must-Read Book
An Amazon Best Book of the Year So Far

In For the Culture, Marcus Collins argues that true cultural engagement is the most powerful vehicle for influencing behavior. If you want to get people to move, you must first understand the underlying cultural forces that make them tick.

Collins uses stories from his own work as an award-winning marketer--from spearheading digital strategy for Beyoncé, to working on Apple and Nike collaborations, to the successful launch of the Brooklyn Nets NBA team--to break down the ways in which culture influences behavior and how readers can do the same. With a deep perspective built on a century’s worth of data, For the Culture gives readers the tools they need to inspire collective change by leveraging the cheat codes used by some of the biggest brands in the world.

Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former head of strategy at Wieden+Kennedy New York and a clinical assistant professor of marketing at the Ross School of Business, University of Michigan. He is a recipient of Advertising Age’s 40 Under 40 award and an inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future. His strategies and creative contributions have led to the launch and success of Google’s ＂Real Tone＂ technology, the ＂Made In America＂ music festival, and the Brooklyn Nets, among others. Prior to his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé. Marcus holds a doctorate in marketing from Temple University where he studied social contagion and meaning-making. He received an MBA with an emphasis on strategic brand marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He lives in Ann Arbor, Michigan.