Merriam-Webster recently announced “culture” as its Word of the Year for 2014, based on the number of searches at merriam-webster.com.

This came as no surprise to us at Peter Mayer. We understand the power of culture, and that understanding is fundamental to the work we do. Ask our clients; they’re well aware of our focus on culture, as it’s something they hear from day one. A thorough cultural analysis (the examination of a brand’s culture and its place within the broader culture) is central to our brand planning process.

This cultural analysis – the long, honest look inward and outward – is not always comfortable for our clients, but they quickly see the merit of the resulting dialogues, which inevitably lead us to insights of incredible value.

As a strategist who analyzes culture, I am fascinated by the layered nature of the word. And judging by the Merriam-Webster selection for 2014, the rest of the world agrees. But why exactly does a cultural perspective matter so much to us at Peter Mayer? Or to the advertising industry in general?

In celebration of Merriam-Webster’s 2014 Word of the Year, I asked a few of my coworkers at Peter Mayer for their thoughts on the subject of culture. Here’s what they had to say:

“Oftentimes, it is within culture that we find some of the best clues for our big ideas. Not just broad trends, but areas within culture, from larger shifts (e.g., advancements in regulatory policy, economic shifts) to the behaviors of small groups (e.g., why moms are hell-bent on livening up the family dinner table). We’re very passionate about figuring out the most important role each of our brands could play in the life of their users. And that is culture, plain and simple.” – Amy Hubbell, Director of Research & Analytics

“The word ‘culture’ represents many applications but, particularly online, consumers are using digital tools to join communities, communicate with each other and share their stories. We think our clients belong in these conversations and, when they participate, their brands become increasingly relevant. Our goal is to help foster this cultural dialogue and tie those conversations back to real work activities and events that provide value to consumers and to our clients.” – Jeremy Braud, Director of Connections Planning

“Culture is context, plain and simple. It’s the filter we subconsciously subscribe to in order to process the myriad of messages we get every day. If you can unlock the cultural clues of a person or group, you immediately understand all that they value, and why. Now more than ever – in social groups and in marketing – culture matters.” – Josh Mayer, Executive Creative Director

“Culture provides people with a sense of identity, purpose and belonging. In a world that seems to behave like infinite scroll, culture helps us define our lives. At Peter Mayer, we believe that the right cultural insights make the difference between a good ad campaign and one that sets the consumer context. Great advertising reflects and dramatizes culture. This year we’ve examined and exposed a number of cultural opportunities for brands – from the cultural context of technology in the family and the shifting fascination with space to a pop-sci culture and the culture of political correctness as an editor for religious language. We’re proud to be a culture-driven agency, because that’s what gets results for our clients.” – Michelle Edelman, VP of Planning & Strategy