Iconic brands don’t just follow culture—they shape it.

Have you ever wondered about how our ideals of beauty evolved over time?

It can feel like culture is changing at increased pace

But these fast changing expressions are rooted in a timeless Culture Tension

People feel self conscious about their appearance, comparing themselves to unrealistic standards

Because advertising, social media and cultural norms perpetuate unattainable ideals

But beauty should empower, not diminish

Culture Shapers bridge timeless Culture Tensions with timely expression

Dove activates this timeless Culture Tension with timely expressions — through its ‘Real Beauty’ creative platform

The Synthesis Culture Tension Library is a living database that identifies and sizes enduring tensions and emerging shifts

How do we do this?

We aggregate the wisdom of tens of thousands of carefully curated experts, academics and commentators to create a unique cultural vantage point for your brand

And prioritise timeless meaning you can champion

Become a Culture Shaper

Define your brand's enduring role in culture, activate it with timely strategies, and measure your progress