For the Culture

The Power Behind What We Buy, What We Do, and Who We Want to Be

By: Marcus Collins

Narrated by: Cary Hite

In this illuminating book, the architect of some of the most famous ad campaigns of the last decade reveals how our perspective can be influenced by culture.

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.

Critic reviews

“Perceptive…[Collins] has a knack for delivering his smart ideas in accessible prose. This is a superior program on how the business world can use the interplay between culture, consumption, and identity to their advantage.” —Publishers Weekly

“[Collins] offers plenty of food for thought about how the social landscape is evolving… With personal stories and a dry wit, he bridges the gap between cultural theory and marketing practice.” —Kirkus

“A must-have for any leader, marketer, or simply any person who wants to understand how culture impacts the world around us and how they can [create] impactful contributions to the tapestry of what shapes human connection.”—God-Is Rivera, VP, Inclusive Marketing, Disney Media & Entertainment

"Marcus Collins does much more here than identify potent drivers of human conduct such as values, ideologies, norms, and trends. With compelling prose and vivid accounts, he locates their common source in the concept of culture—which he beautifully dissects and knits back together for readers like a skilled surgeon."—Robert Cialdini, author of Influence and Pre-Suasion

"Diving deeply into what moves real people, not personas and archetypes, Collins gives us a look into cultural nuances we can use to make meaningful connections and drive action. This book is insightful, enlightening, and sure to challenge any preconceived notions about communicating with the world. Talk the talk, walk the walk, and always do it for the culture.”
—Jay Norman, Global Head of Music Marketing, Spotify

"An engrossing book that will make you better at any job. Warning: you might be up all night reading it."—Scott Galloway, NYU professor of marketing and author of Adrift

"If you’ve ever wondered how some of the most successful businesses and brands in the world have caught fire and created enduring relevance, this book is well worth the read. In For The Culture, Collins provides an insightful blueprint for harnessing the power of identity and culture to ultimately build brand love and inspire action. After reading Collins' well-crafted gem, you will never go about marketing, advertising, or building communities quite the same way."—Kenny Mitchell, CMO, Snap

"We all know that culture can be a vehicle for influence, but in For the Culture, Collins shows us how. Collins provides fascinating deep-dives into the power of cultural community and illustrates how we can use it to change minds and inspire action."—Jonah Berger, Wharton Professor and bestselling author of Contagious, The Catalyst, and Magic Words

Incredible - Completely changed my perspective as a marketer!

I feel like this should be required reading for anyone who owns a brand or is focused on brand building. So many great ideas in this book. Let’s move from demographic targeting to tribes. Find your tribe and preach the gospel!
10/10 Highly recommend this book!

Must Read 4 Any MarComm, Social, and Community Pro

The level of insight found in this book surpasses any I've read thus far on the subject of culture and it's importance to marketing. A combination of highs and lows makes this book both relatable and inspiring. Research-backed frameworks combined with practical experience make this a must-read for any marketing, communications, and community development professional.

Eye opening and inspiring

A thought provoking idea told through stories and case studies that make for a compelling listen. Great book!

I loved the relatable storytelling of the book

I thought this book was a very good listen and believe it provided a very good foundation for building community and how marketers can effectively connect and engage communities. As the writer says, lead with soul and end with the sale.

Great Read

Very informative! This book will give you a new insight on how to market effectively and reading the culture.