What is an Edge?
EDGE / ‘ej / noun
A meaningful cultural shift that has the scale and longevity to propel a brand toward a greater share of the future.
01
Edges must be rooted in human values, be recognizable through consumer behaviors, and lead to clear business implications.
02
Cultural shifts must have sustained relevance for over a year before being declared an Edge, and should continue to matter for the foreseeable future.
03
Edges must be globally relevant, manifesting in over half of our designated regions.
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