Consumer behaviour is changing faster than most marketing plans can keep up with. New communities influence what becomes relevant, younger generations respond to different signals, and brands increasingly need to understand not only who their consumers are, but also the culture, communities and behaviours shaping their choices.
Culture*Coded Lab is a two-day masterclass for marketers, brand builders and strategists who want to understand these shifts and translate them into concrete opportunities for brand growth.
About the training
Culture*Coded Lab takes you inside the minds, behaviours and worlds of today’s consumers.
Across two intensive days, you will explore the consumer shifts, trends, microcommunities and fandoms that are changing the marketing landscape. More importantly, you will learn how to turn those insights into action for your own brand.
The programme combines cultural and consumer insights with practical workshops. Rather than simply listening to presentations, participants work throughout the two days on their own brand, using Futurekind’s Brand World Building approach.
You will explore how strong brands create worlds people want to belong to: from their stories, rituals and symbols to the communities surrounding them and the collaborations that help them grow.
Cases range from brands such as Tout Bien, Average and Zeeman to Rhode, Burberry and Liquid Death, connecting international best practices with recognisable examples.
Programme
The two days form one learning journey, combining insights, inspiration and practical application.
READ – Understand the changing consumer
Explore the research, trends and cultural shifts behind changing consumer behaviour. Learn to identify what is moving your market before those changes become visible in traditional research or sales figures.
TARGET – Discover new audiences and communities
Move beyond traditional demographics and explore microcommunities, fandoms and emerging consumer groups. Learn how communities form around shared interests and cultural signals, and what this means for reaching new audiences and creating brand relevance.
BUILD – Create a brand world
Translate consumer and cultural insights into a distinctive brand world. Through the World Building Lab, you will work on elements such as brand lore and rituals, artefacts and symbols, communities, storytelling and collaborations.
APPLY – Turn insight into action
Every talk feeds into practical lab sessions. Across the two days, you will progressively apply the insights and tools to your own brand. A field assignment between both training days allows you to test what you have learned in the real world before returning for the second part of the programme.
The programme includes the Trend Lab, AI Lab, Microcommunity Lab, Storytelling Lab and Past · Present · Future Lab, connected through the overarching World Building Lab.
The sessions are guided by Kristel Vanderlinden, Billie Gielen, Rein Meirte, Aster Breekweg and Peter van Wijnaerde.
After the two-day masterclass, you will have a stronger understanding of the cultural and consumer shifts influencing your market, practical methods for identifying emerging audiences and communities, and a framework for translating these insights into brand and marketing decisions.
Most importantly, you will leave with more than inspiration or notes: you will have already started applying the thinking to your own brand.