A–Z of Culture (A-Z) is a weekly series from Square Holes’ Think! eMag, unpacking one cultural theme per letter — from Advertising to Voice. Each edition explores how people live, think, and behave in a fast-changing world, backed by 20+ years of research. From wine to AI, retail to rituals, A-Z offers sharp, human-centred insight to help brands stay relevant, curious, and ready for what’s next.