Stop Guessing Culture. Start Predicting It.

As a digital anthropologist I help brand leaders, innovators and policymakers decode digital culture, human behaviour and technology trends; to see what’s coming next, before competitors do through cultural intelligence.

I’ve been Featured in WIRED, Forbes, National Geographic, BBC, Fast Company and many more.

AI tools can analyse, but they can’t interpret meaning.

Most organisations are drowning in data, yet missing the human story behind it.

That’s why brands misread trends, launch tone-deaf campaigns, or fail to see where audiences, and culture, are truly headed.

As a Digital Anthropologist, I blend human science and commercial strategy to:

• Identify the cultural shifts shaping markets

• Decode emerging behaviours around tech, identity and belonging

• Turn those insights into decisions that drive relevance, revenue and reputation

Think of it as Cultural Foresight for the AI Age.

How It Works

1. Diagnose the Signals
We analyse your audience, category and culture to uncover unseen patterns.

2. Decode the Meaning
I translate human behaviour and digital trends into actionable strategy.

3. Direct the Future
Together we craft campaigns, messages and innovations that move with — not against — culture.

Why Brands Work With Me

• 25+ years decoding digital culture and technology and 12 asa CMO

• Advisor to governments, startups and global brands

• Media-trusted voice on human behaviour in the tech era

• Known for making complex trends simple, actionable and human

If you want to make decisions grounded in human truth, not hype, if you want to understand where your customers are going next, then let’s talk.

You can also find me on LinkedIn. And my Substack here.

So. Let’s have a chinwag:

Email: giles@nordspark.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.