Ever heard the saying, "You are the company you keep"? It’s true, friends, tastes, and styles all reflect our unique cultural subscriptions. Culture is a dominating factor in how we show up every day, a phenomenon deeply understood by Marcus Collins, a marketing expert and cultural scholar. On this episode of The Great Indoors, Marcus dives into the impact of culture and how its influence goes deeper than points pulled from demographic data. Unpacking the relationship between culture and human behavior, Marcus reveals why consumers like what they like. Moreover, he shares how companies can understand it like McDonald's did when they dug their way out of a PR crisis with an award-winning campaign. Marcus shares what it means to uncover, understand, and implement “fan truths” and how Gen AI is leading to unorthodox content, forcing today’s marketers to adapt or fall behind. Tune in to take steps toward understanding the difficult-to-define, ever-evolving force influencing lives—culture.