Grant McCracken

Bio

Grant McCracken

Grant McCracken

Anthropologist - Author

Trained as a cultural anthropologist (PhD, University of Chicago), Grant McCracken has studied contemporary culture for more than 35 years and created several cultural innovations including “The Diderot Effect,” a study of cultural meaning https://en.wikipedia.org/wiki/Diderot_effect; “The Kauffman Continuum,” for a new way to think about diffusion; “Dark Matter,” for the economic value we cannot see and therefore cannot harvest; and “The Automated Anthropologist” for a Culturematic experiment covered by The New Yorker. Grant has worked on the anthropological theory needed to study American culture and the reinvention of ethnography. And he has developed a tool for spotting, tracking and predicting culture which he calls “The Griff”. Future Camp is a very substantial revamp of The Griff as can be seen at mapping-the-future.com. (We’ve made a lot of progress.)

Grant has written 14 books including most recently Return of the Artisan (Simon & Schuster, 2022) which studies the rise of small batch, handmade America, and our move from being consumers to becoming producers. The New Honor Code (Simon & Schuster, 2020) calls for a revival of an ancient idea of honor and a return to moral order. Grant founded the Institute of Contemporary Culture at the Royal Ontario Museum, and he has taught at the Harvard Business School and MIT. He has appeared on The Oprah Winfrey Show discussing “homeyness”. With Mitch Hurwitz and Wired magazine, Grant helped create what AdAge calls the “snow fall” of native advertising for Netflix. Malcom Gladwell has called Grant’s work “brilliant”. Grant’s 2020 study of COVID19 and The American Family was featured in The Wall Street Journal, The Washington Post, ABC News, Los Angeles magazine and Moms.com.

Grant consults widely, including for clients such as Google, Ford Foundation, Kanye West, Netflix, Sony, Coca Cola, Sam Adams, Siemens, Boston Book Festival, LEGO, Pernod Ricard, Oprah, PBS, Timberland, State Farm, NBC, Microsoft, CBS, IBM, Nike, and the White House. He speaks widely and has given Culture Camps as public events in New York, London and Toronto, and privately for clients in Cannes, Mexico City, Atlanta and Sao Paulo.