Grant McCracken — SPARQNOW

At-a-Glance

Cultural Anthropologist applying expertise to business challenges and consumer behavior
Founder of the Institute of Contemporary Culture at the Royal Ontario Museum
Brought the cultural approach to Harvard Business School and The Convergence Culture Consortium at MIT
Authored fourteen books, including 'Chief Culture Officer' and 'The Return of the Artisan' (2022)
Earned a PhD in anthropology from the University of Chicago

Biography

Grant McCracken is a Canadian cultural anthropologist and author, born in 1951, known for his work on culture and commerce. He earned a PhD in anthropology from the University of Chicago, where his preoccupation with culture began. McCracken applies his lifetime of study to detect emerging cultural signals and solve business challenges for a diverse range of clients, including Ford Motor Company, Google, Netflix, IBM, Microsoft, Nike, LEGO, and Coca-Cola.