Eric Winkfield

Cultured: How Brands Can Show Up in Culture Without Crashing

In today’s polarized, fast-moving cultural landscape, brands are no longer observers of culture—they are active participants, whether they intend to be or not. Consumers increasingly expect brands to show up in culture with clarity, credibility, and purpose, yet missteps are swift, public, and often costly. So how can brands engage culture in ways that feel authentic rather than opportunistic?

Drawing on M Booth’s national research study, Cultured: How Brands Can Make Their Mark in Culture—and Why It Matters, this session explores how culture is defined today, what audiences truly expect from brands, and why values alone are no longer enough. The findings reveal a clear shift: people are evaluating brands not just on what they say, but on how they act, lead, and show up consistently over time.

Attendees will be introduced to a practical framework for navigating culture that helps organizations identify their appropriate role—from reflecting cultural moments to shaping norms or driving meaningful impact. Through research insights and real-world examples, this session offers guardrails for avoiding performative engagement, assessing cultural risk, and building relevance rooted in action. 

Designed for communicators, marketers, and leaders responsible for brand trust and reputation, this session equips attendees to engage culture with intention, confidence, and long-term impact.

Bio:
    
Eric Winkfield is a vice president and group manager at M Booth and M Booth Health, where he advises global brands and senior leaders across consumer, healthcare, and corporate sectors on culture, reputation, and trust. His work spans brand communications, corporate affairs, DEI, executive positioning, and issues management, with a focus on helping organizations navigate complex cultural, regulatory, and stakeholder environments with clarity and credibility. 
As the firm’s inaugural diversity, equity, and inclusion leader, Eric partners closely with C-suite executives and corporate affairs teams to align values, leadership behavior, and external communications—particularly in moments of change, scrutiny, or opportunity. His experience ranges from integrated marketing and earned media to employee engagement, thought leadership, and enterprise reputation strategy.

A PRWeek 40 Under 40 honoree, Eric is also deeply committed to leadership development and education. He is a proud 2016 graduate of the West Virginia University Integrated Marketing Communications (IMC) program, serves on the board of the Plank Center for Leadership in Public Relations, and teaches as an adjunct professor. He is currently completing his doctorate, where his research focuses on leadership, emotional intelligence, and organizational effectiveness.