Cultural Engagement. Now.

Changing culture

Recent decades have been characterised by economic growth and globalisation, by openness and networking and by intercultural exchange. Culture holds societies together, defines them and separates them from each other. What can culture achieve in a time when communication is becoming simpler while structures become more complex?

Culture in the form of art can inspire thought in endless ways, opens up new perspectives and possibilities and can often give new stimuli even in strictly regulated economically closed systems.

Recognising potential

Companies and institutions around the world have been supporting culture for many decades, and not just financially. Some build museums or collections, others set up scholarships or artist programmes. And some regard themselves as partners of state institutions and donate cultural assets or develop communication concepts.

First there were art-loving patrons, who invested some of their money in culture to bring people closer to relevant content and cultural history. Now, however, there are managers and speakers from large commercial enterprises who take on responsibility and develop strategies for cultural engagement. As established cultural engagements show, it is imperative to reassure potential creative partners of their artistic freedom. To do so requires courage and a willingness to take risks.

Artists from different fields also recognise changes and shifts in society and have impact on transformation in companies. However, cultural engagement must never be pursued solely to cultivate one’s image, but should be an essential component of a corporate culture and its communication, and be motivated by social responsibility.


Culture Shifts acts as a platform between industry and art, communicates between business and culture, brings stakeholders together and develops concepts within the two domains. As a relevant component of corporate values, culture creates emotionally tangible opportunities for identification and an authentic and lasting perception.