What is the zeitgeist?

The zeitgeist describes the cultural, social and aesthetic mood or way of thinking of a particular time. In brand and design processes, it plays a central role in creating relevance, connectivity and emotional resonance. The zeitgeist influences trends, consumer behaviour and communication styles. Brands that recognise and reflect the zeitgeist appear modern, credible and relatable. It is not about short-lived fashions, but about deeper currents.