Ep. 9) Spreadsheets to Subcultures

This episode explores the fundamental shift from traditional marketing paradigms rooted in the logic of the Rational Actor Model to a culture-centric approach that views consumers as inherently culturally embedded individuals. We analyze why traditional models that assume individuals make decisions based purely on utility and self-interest often fail to predict behavior in complex arenas like sustainability and luxury. Instead, we examine the rise of a model where consumption is a symbolic act of meaning, identity negotiation, and social signaling.