3 Tips For Keeping Your Business Culturally Relevant In A Changing World

Culture impacts business. It influences consumer values, communication, and how we see the world. That means it’s so important for businesses to remain culturally relevant, especially in a globalizing world that is constantly changing. Understanding and adapting to cultural shifts can truly be the key to sustained success.

Ryan Boughan, President and COO of the invite-only community PTTOW!, and his team have garnered unique insights about culture from working closely with global leaders and major brands such as Coca-Cola, Mastercard, the NFL, and the NBA. Speaking with him provided valuable lessons on maintaining cultural relevance in business. Here are three of my main takeaways from our discussion:

1. Foster a Culture of Continuous Learning

The modern world moves at breakneck speed, which is what prompted Carol Dweck to coin the term “growth mindset” in reference to the ongoing development of talent required to keep up in the modern workplace. The ability to adapt and grow is crucial for both individuals and organizations. Continuous learning fosters personal and professional growth, but it also helps keep a company relevant within the surrounding cultures.

One of the best ways to challenge your way of thinking is to surround yourself with people who push you and question your beliefs. Boughan said, “It’s important to make sure your network isn’t too siloed. It’s critical to tap into new ways of thinking to help your organization push boundaries.” One of PTTOW!’s most important values is convening bleeding-edge minds and talents to help today’s leaders glean information and make sense of the world around them.

Personally, I know how valuable that is. If you ever see me on a panel and somebody asks my favorite quote I always say, “You become the best version of yourself when good people around you challenge you to be better.” I remember a conversation with a tech innovator who completely challenged my approach to problem-solving. I tend to personally play things safe sometimes because I can be risk adverse. However, his emphasis on unconventional methods and disruptive thinking in a way that hedged against the risk encouraged me to reevaluate my own strategies. The experience not only broadened my horizons but also made me a more adaptable and forward-thinking leader.

This type of interaction is essential for businesses aiming to stay culturally relevant, as it ensures that they are continually exposed to diverse perspectives and innovative ideas. By fostering a culture of continuous learning and encouraging open-mindedness, companies can better navigate cultural shifts and maintain their relevance in an ever-evolving global marketplace.

2. Bridge Generational Divides and Create Safe Spaces Within the Workforce

Another major factor in maintaining cultural relevance is creating safe spaces for businesses to learn about and understand change. “Change is necessary for relevance,” explained Samantha Rabstein, SVP of Programming and Talent at PTTOW!, “Ensuring that you create safe spaces for conversational and strategic exploration lends to less haphazard ‘spaghetti throwing’ change versus thoughtful and considered change decisions.”

Along with giving leaders and their employees the chance to explore change in a safe space, it’s important for them to consider the multi-generational evolution that perpetuates that change. If businesses want to remain relevant, they must have real-world conversations with different demographics. They can’t cubbyhole their market research.

Instead, they should seek to break the vacuums that keep them talking to the same people. They must look for ways to expand their communication channels to learn about the thoughts and opinions of different age groups and then find common ground where they can serve as purveyors of truth.

That last bit is also crucial, as most customers trust private organizations far more than public institutions. This embracing of truth is often a place brands shy away from, but the youngest adult generation, Gen Z, has proven that consumer wallet voting (which is driven by cultural trends) can make or break a business.

This generation’s emphasis on authenticity and social responsibility has propelled brands like Patagonia to new heights since they have successfully aligned their values with Gen Z’s. Conversely, brands like Forever 21 have faced criticism for fast fashion practices and labor concerns, leading to decreased popularity. This generation’s ability to mobilize online and influence purchasing decisions has forced businesses to adapt or risk irrelevance

The takeaway here? Companies must understand, embrace, and reflect multi-generational values if they want to remain in business.

3. Expose Yourself to Emerging Trends

I saved this one for last because it’s both the most obvious and most critical takeaway. If you start the “cultural relevance” conversation with a call to stay up to date with the latest trends, though, that’s both obvious and unhelpful. Everyone says it, and it always sounds like the same empty rhetoric.

In this case, though, PTTOW!’s team explained the nitty-gritty aspects of what it really means to hunt for the latest trend. They started with the call to get out into the world. You can’t identify the pulse of culture by sitting in a cubicle, bullpen, or home office. You have to meet and engage with the demographics you’re looking to serve — on their ground.

Boughan identified three additional areas that are particularly important for identifying and catching these trends early. “Individually, sports, music, and fashion have always pushed culture forward,” he says. “But now you see top male athletes walking the runway in Paris for men’s fashion week. … These three pillars of culture are intertwined like never before, and it’s important to recognize that impact.”

As you engage with the world and speak to community members, consumers, and colleagues, be sure to research and digest information from various sources and people. Consider the lens each person uses to view culture, too. A middle-aged parent will have a very different view from a first- or fourth-year college student.

Maintaining Relevance in a Culturally Complex World

Culture and tradition always impact the business world. The ever-changing nature of cultural trends and expectations can also make it tempting for business leaders to ignore them and hope for the best.

If you want your company to succeed over the long haul, a conventional hands-off approach to culture is no longer possible. 21st-century enterprises must engage with culture and keep up with trends to remain relevant. If you’re lagging behind, take steps to catch up. Your company’s future depends on it.