The Rules That Make Us: How Culture Shapes the Way We Act, Think, Believe, and Buy

Sweet, head of ethnography at the market research firm Ipsos, debuts with a practical exploration of how culture affects behavior, broadens perspectives, and helps predict and shape the future. He draws heavily from his experience at Ipsos, where he has worked with numerous brands and government leaders in the U.K. His work has shown him that culture can be broken down into three interlocking parts, which he refers to as the “Cultural Trinity”: identity (how people see and express themselves), community (who people interact with and feel validated by), and belief systems (how people decide what’s right and wrong). This framework enabled him, for example, to help the toothpaste brand Sensodyne make inroads in India. By recognizing that in India brushing one’s teeth is a personal ritual connecting body and soul, Sensodyne was able to tailor its marketing to be more culturally relevant. Elsewhere, he discusses how technology impacts culture, positing that brands will use AI to sell people products in increasingly personalized, convincing ways; for instance, companies might use AI to comb through people’s digital footprints and create custom ads for everyone in the world. A concluding section titled “Life Lessons from a Business Anthropologist” offers useful tips for understanding people, emphasizing the value of careful observation and asking “why” questions. Filled with illuminating case studies, this is a stimulating examination of the hidden influences that guide people’s actions. (Apr.)