Culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear, their table-talk, gossip, controversies, historical sense and scientific training, the values they appreciate, the quality of life they admire. All communities have a culture. It is the climate of their civilization.

What is Microculturalism?

Microculturalism refers to the existence of cultures within macro-cultures that drive consumer mindset and behavior. It looks deeper within existing dominant cultures at marginalized, often unseen, but influential micro-cultures. Fragments of micro-cultures often germinate into full-blown game-changers that alter consumer attitudes and behaviors on a local and global scale.

Microcultural intelligence offers brands precision and foresight where generic research and AI fall short. To authentically engage and persuade today’s consumer, brands, non-profits, and government agencies must better understand the microcultural factors that influence sentiment, trust, beliefs and choice.

Lightbeam applies microcultural intelligence to help decision makers lower market risk and increase confidence for stronger market performance and growth acceleration.