In 2011, The Culture Group decided to investigate how to better support and invest in cultural strategies for social change. “Culture Matters” is the culmination of this endeavor. In addition to a review of extant literature about measuring cultural impact in social justice campaigns, this report contains a summary of interviews with cultural strategy experts, a study of sustainable revenue models through cultural strategies, an article emphasizing the importance of culture, and cutting-edge research about implicit bias. We also developed a list of recommendations to help establish cultural strategy as a field of its own and to guide future research.

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