Our Back to the F**kture series asks renowned thinkers to put foresight predictions under the hindsight spotlight. In episode 9, Martin Raymond speaks to sociologist, columnist and author, Ana Andjelic to discuss how we should look to prioritise solid cultural growth.

Ana specialises in strategy and has worked for some of Fortune’s top 500 brands, she was recently appointed as chief brand officer at Banana Republic. 

In this episode, she discusses why brands should function as communities rather than customer relationship entities; the role that culture, as well as commerce, plays in defining a brand’s ethos and how and why certain kinds of GMO (genetically modified) brands have become overgrown, monstrous and tasteless. Listen to episode 9 now.