Anthropologist and author Grant McCracken argues every company needs a Chief Culture Officer in this Corporate Culture Keynote. Capitalism and the corporation wrestles with the problem of understanding and incorporating culture. This is problematic because of how dynamic and changing culture has become in contemporary society. The current landscape reflects a vibrating culture in which the consumer is now a producer prepared to engage with the commercial message. McCracken believes that corporations' insensitivities need to change and the integration of culture into corporate strategy is a must.
Hence, the need for cultural creatives to look at the latest thing and pick up on pattern recognition following it through as small fads become a compelling part of our culture. By listening to these signals, it will allow for cultural metrics to track the data and corporations will be able to see the future coming and benefit from it.