Dr Marcus Collins is a Professor at the Ross School of Business, University of Michigan, an award-winning marketer and the best-selling author of the book For The Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be. He studies culture and its influence and impact on human behaviour. Collins has been awarded the Thinkers50 Radar Award for the idea most likely to shape the future of business management and continues to be a sought-after voice for all things culture.