26.2.2026 WFA: From culture to commerce - innovating the path from belief to basket

In today’s fragmented attention economy, culture isn’t just a backdrop – it’s a powerful engine of commerce. It shapes what people believe, how they behave, and ultimately, what they buy. In this webinar, strategy leads from APAC Media at Dentsu will introduce their voluntary, research-backed framework that shows how marketers can harness culture not just to spot trends, but to drive both perception and revenue. They will explore how the most effective brands operate at the intersection of belief and behaviour, turning cultural signals into meaningful commercial impact – from buzz to basket, feed to cart, and “For You” to follow-through.  Join us to discover how to anticipate audience motivations, design culturally potent content, and connect insights to tangible business outcomes. Whether you are building brand equity, launching campaigns, or designing content ecosystems, this session provides perspectives on the tools to move people – emotionally and behaviourally.  Discussion to cover:  

• How culture shapes both mindset and movement in the customer journey 

• The key cultural territories and passion points that matter to your audience 

• How content formats, motivations, and communities influence engagement 

• The cross-platform influence paths that lead to conversion 

• How to design for cultural potency and creative effectiveness 

• A diagnostic and strategic engine to connect cultural insight to commercial value 

Ample time will be set aside for a Q&A with Dentsu during the session. This live Q&A won’t be recorded and will give participants the chance to ask their most pressing questions. Only Dentsu’s 35-minute presentation will be recorded and shared afterwards, along with the slides.  Duration: 35 minutes presentation + 20 minutes Q&A. Presenter: Strategy leads from APAC Media at Dentsu   

THE WEBINAR IS OPEN TO MARKETING FINLAND BRAND MEMBERS