how brands can lead the zeitgeist [Video]

Whether it’s mastering viral social media recipes, streaming the latest must-watch series or listening to our favourite podcasts, we all connect with culture daily. The idea that every point of connection presents an opportunity for brands to engage with existing and future consumers is not a new one. What is new, however, is the power that advertising now wields to not just react to cultural moments, but to create them.

To help brands better understand the symbiotic nature of the relationship between advertising and culture in 2024, Amazon Ads conducted its “Ads to Zeitgeist” research. The investigation set out “to explore the trends shaping culture as we know it, and learn how brands can cement their place in the greater zeitgeist.” 

Campaign sat down with Rachel Delphin, chief marketing officer at Twitch, to get her take on the advertising-culture relationship and what the insights yielded by “Ads to Zeitgeist” show. “In …