Kristy Richards

Strategy Dir & Head of Culture
The Lab

Kristy is an expert in consumer and cultural insight. Working as a brand strategist for the last 14 years, she has had the opportunity to travel the world solving brand challenges in countries such as: Russia, Saudi Arabia, Denmark, China, the UK and the US.

Kristy leads The Lab’s Annual Cultural Report, which identifies big cultural shifts that are impacting society. This requires her to continuously scan sources of cultural influence to gain new perspectives and ideas that can be leveraged to carve out stronger, more profitable brand futures.

Recently, Kristy has lead cultural pieces on: the evolution of masculinity, what it means to be truly authentic in an increasingly commoditised world and the future of female health and wellness. She also leads The Lab's Big Picture Cultural Conference, which has tackled subjects such as Man vs. Machine.

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