Out on 11 May 2023

For the Culture

Marcus Collins

11 May 2023
540 pages


From Marcus Collins, strategist to Apple, Nike and Beyoncé, discover the potent force behind what we buy, what we do, and who we want to be . . .

'Compelling and vivid'
– Robert Cialdini, author of Pre-Suasian

We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that the most powerful vehicle for influencing behaviour is true cultural engagement. To inspire communities, we first need to think hard about how we appeal to their values and what we will contribute to their culture.

With a deep perspective based on a century’s worth of data, Collins breaks down the many ways in which culture influences behaviour. Using captivating stories from his own life as a top marketer – including spearheading digital strategy for Beyoncé, working with iTunes and Nike+ on their collaboration, and designing ads for McDonalds – he shows readers how they can do the same. Full of memorable examples, from 1960s hippy culture to the enduring success of Patagonia, For the Culture offers the essential tools for creating lasting engagement and influence.

Compelling and vivid. Collins identifies the concept of culture as a key driver of human behavior – and he beautifully dissects and knits it back together for readers like a skilled surgeon.
Engrossing. You might be up all night reading it.
Some people seem to intuitively ‘get it.’ Most do not. Collins articulates ‘it’ for the rest of us and provides not just an understanding, but a guide for how to actually engage and influence culture.