Return on Cultural Power

The missing 30% of brand growth

For the first time, culture can be measured

At M+C Saatchi Consulting, we help organisations build Cultural Power.

The force that shapes markets. Earned through influence, expressed through behaviour and proven through impact.

Now, through a first-of-its-kind research collaboration with Oxford Saïd Business School, we've quantified something the industry has never been able to measure before: the commercial value of Cultural Power.

The result is Return on Cultural Power (RoCP), a new way to understand how brands shape culture, how culture shapes brands, and how that relationship drives growth.

Let's Talk

Traditional metrics don‘t tell the full story

For decades, organisations have measured what was easy to count: awareness, consideration, perception and media efficiency. Useful, but incomplete.

Our breakthrough research shows brands grow through participation, influence and belief within communities.

Until now, this has not been measured.

The commercial value of Cultural Power

Return on Cultural Power (RoCP) measures the value a brand generates from its ability to shape and participate in culture, and the commercial return that influence delivers. RoCP tracks influence across three connected layers:

Brand Signals: what brands put into the world.

Cultural Response: how communities adopt, amplify or reject those signals.

Culturescape: the wider forces shaping behaviour, relevance and meaning.

Together, they provide a more complete view of how influence moves, compounds, and creates value.

The science behind RoCP

32.8%
of brand value attributable to Cultural Power
1 Billion +
data points analysed

Source: Oxford Saïd Business School × M+C Saatchi Consulting

From cultural intuition to commercial evidence

Culture shapes what people believe, who they trust and where they choose to buy, belong or become.

Yet many of the decisions organisations make around culture, relevance and growth still rely heavily on instinct. RoCP provides a new way to understand the role cultural influence plays in commercial performance, helping leaders make more informed decisions about where to invest, where to participate and where future growth lies.

The winners of the next decade won't simply build brands. They'll build, measure and compound Cultural Power.

Unlock Your Cultural Power

We build Cultural Power

M+C Saatchi Consulting helps organisations unlock growth by understanding the forces that shape markets, behaviour and culture.

Combining strategy, data, experience, activation and measurement, we help clients identify opportunities, solve complex challenges and create lasting competitive advantage.

Our end-to-end expertise:

Data + Cultural Intelligence
Culture + Growth Strategy
Brand + Experience Strategy
Brand + Experience Design
Innovation
Return on Cultural Power Measurement

“Couldn't have asked for a better partner to work with. Engaged, creative and efficient.”