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 germinate into full-blown game-changers that alter consumer attitudes and behaviors on a local and global scale.

The world has already experienced global mass movements such as #MeToo, #BlackLIvesMatter, and #CancelCulture that develop first within small subgroups.

To authentically engage and persuade today’s modern consumer, stakeholders in brands, non-profits, and government agencies must better understand the microcultural factors that influence sentiment, beliefs and choice.

Lightbeam draws on its microcultural intelligence and acumen to shed light on what is needed to succeed.