In the process of reaping what we’ve sown, we started to notice that culture is beginning to look a lot like compost. Because amid the muck, slop, brain rot and enshittification, something else is taking root: a recalibration and rewilding of the past, and the fertilisation of more hopeful futures.

We call this A Compost Theory of Culture.

It’s a way of understanding this moment as one of both cultural atrophy and regeneration. It challenges the idea that innovation is always about progress. Instead, it suggests that sometimes innovation is about decomposition – breaking things down to make space for something new to grow.

To access the full presentation — which covers what's changing in culture, who's still relevant and what all this means for brands — as well as watch the recording and benefit from the additional research resources, you'll need a BRAND MEMBERSHIP:

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To give you a little taste, here are the four seasonal observations that underpin our theory: