YOUR DATA TELLS YOU WHAT. I TELL YOU WHY.

Marketing has a problem today; so much data that it’s becoming culturally blind. The real reason campaigns fail? Or your strategy isn’t working? Because your data is only telling you what and not why.
You need cultural intelligence.

I decode the cultural forces that actually drive buying decisions. Because people don't buy as individuals, they buy as members of tribes. When you combine buyer psychology with culture, you ramp up your marketing results. Just ask my clients.

While you’re counting clicks, culture is counting you out.

Your customers' purchase journey doesn't start with your product or your brand. It starts with their culture; their festivals, traditions, customs, ritual, norms and ways of belonging. While you're building personas, I'm mapping the invisible cultural operating systems that shape human behaviour in our digital world. This isn't academic theory: it's practical insight that turns cultural complexity into competitive advantage.

I’ve been featured in WIRED, Forbes, National Geographic, CBC News, CTV News, BBC Channel 4 and others on the intersection of culture and technology. I also spent 20 years in marketing, the last 10 as a CMO, applying cultural anthropology in winning strategies and campaigns.

So. Let’s have a chinwag:

Email: giles@gilescrouch.com
Mobile: +1.902.329.7240
Based: Halifax, Nova Scotia | London, England

P.S. - Check out my Field Notes for real-time insights on digital culture and emerging trends. Or see my recent media interviews where I break down what's actually happening in digital communities.