TBWA BACKSLASH / CULTURAL INTELLIGENCE
Anticipating culture’s next move.
As an Edge Hunter and Editor for TBWA Backslash, I authored “Cancel Cancel Culture,” a cultural forecast exploring perfection fatigue and the potential backlash against unforgiving public judgment.
Look for the pressure beneath the trend.
The forecast examined a contradiction: as the demand for personal perfection grows, so can resistance to it. Fatigue with constant scrutiny could shift expectations toward greater tolerance for mistakes.
I identified the tension beneath the trend and developed it into an Edge: a point of view on where culture might move next and why.
See the shift before it becomes the consensus.
For brands, cultural relevance requires more than tracking what is popular. It requires understanding which expectations are strengthening, which are becoming unsustainable, and how that tension could change the way people respond.
My role: Edge Hunter and Editor, TBWA Backslash.
Author of “Cancel Cancel Culture.”
Cultural research, trend interpretation, and editorial development.
What is shifting around your brand?
I help teams interpret cultural change and use it to inform positioning, brand strategy, and creative decisions.