When Culture Shifts: How Brands Listen, Learn, and Respond

Culture never stands still: sometimes it changes overnight with a viral moment, and other times it shifts slowly, as a new generation redefines their values. To keep up with consumers, brands must decide how to respond. It's consumer insights professionals who help brands navigate cultural change by translating emerging moments and broader trends into insights that inform consumer behavior, brand health, and business outcomes.

Join Wire for a panel of Consumer Insights & Analytics leaders who will share how they understand customers as culture changes, and how they know whether a brand’s response worked:

• Laura Wutzke, Director of Analytics at Wieden+Kennedy, on what research reveals about Gen Z and teen athletes, where they find inspiration, and how brands like Nike show up in sport culture

• Nicole Besharat, 15-year Nike veteran and senior advisor to product, CX, and brand leaders, on building the research foundation that lets teams move fast when culture does, and staying focused on your consumer through it all

• Kayla Stevenson, Culture & Insights Manager at KinderCare, on how generational shifts are reshaping what families need, and why research tools and the questions we ask have to evolve too

Wire is a global 501(c)(3) nonprofit that provides resources and programming to support a more equitable and inclusive market research, data, and insights industry for professionals within the field. We’re thrilled to launch our first event in Portland!

Thank you to our sponsors, Breakthrough Research, Escalent, and Mobius Solution Lab, for making this event possible!

Come ready for candid stories, practical takeaways, and great conversation with Portland’s research community. Bring a colleague, meet new faces, and be part of Wire Portland from the very beginning. We hope to see you!