Why Culture Outperforms Prediction: Rethinking Strategy for Disruption

In a world where disruption has become the baseline, not the exception, strategic advantage increasingly depends on understanding culture, not predicting it.

At the 2025 Chief Strategy Officer Conference in Sydney, Eloise Liley, Chief Strategy Officer at TBWA, unpacked the cultural forces reshaping how Australian brands grow, differentiate, and stay relevant. Drawing on insights from TBWA’s global Cultural Intelligence practice and the network’s annual Edges report, Liley explores the deep cultural currents driving behaviour today and signals the shifts leaders must prepare for next.

For senior strategy leaders, this session offers a clear, actionable view of what’s shaping Australia now and next, and how to translate cultural understanding into strategic momentum.

Watch the talk to learn:

• Why culture, not forecasting, is the most reliable compass in a disruptive world

• The emerging cultural “edges” influencing expectations, consumption, and loyalty

• How brands can turn cultural insight into growth, resilience, and category-defining ideas

Video below.