Cultural Engagement. Now.

Culture in transition

The last decades have been marked by the effects of globalisation, openness, networking and intercultural exchange. On the other hand, our present is characterised by ever stronger identity references and the tendencies towards isolation based on these.

What can culture do at a time when communication is becoming simpler but structures are becoming more complex? Culture holds societies, organisations and groups together by defining them. In this way, it often also separates them from each other. At the same time, culture has a power that counteracts this: Art.

Art can stimulate thinking and – even in strictly regulated, economically closed systems – often give new impulses. In the process, it can also open up other perspectives and new possibilities. In art, culture thus has the power to reconnect what would otherwise remain separate.

Recognise potentials

All over the world, companies and institutions have been supporting culture and art for many decades, and not only financially. Some players build museums or collections, others set up scholarships or artist programmes. Some, on the other hand, see themselves as partners of state institutions and facilities, donate cultural assets or develop mediation concepts.

In the past, it was only art-loving patrons who invested part of their capital in culture to provide people with relevant content and cultural history. Today, it is also managers and speakers from large business enterprises who take responsibility and develop strategies for cultural engagement. 

In principle, potential creative partners must be guaranteed artistic freedom. This requires courage and a willingness to take risks. But only in this way can the artists, whose sensitivity enables them to sense changes and shifts in society, be put in a position to set impulses for sustainable change – especially in the companies themselves. In this sense, cultural engagement should never be pursued merely to cultivate an image, but should be an essential component of a corporate culture characterised by the perception of social responsibility, as well as of its communication strategy.


Culture Shifts operates as a platform between industry and art, and communicates between business and culture. Culture Shifts brings together actors and develops concepts that are effective within the two areas and at the same time can mediate between them. Where culture functions as a relevant component of corporate values, it creates emotionally tangible possibilities for identification on the one hand and ensures the ability to perceive ourselves, each other and our ever renewing world more authentically on the other.