Quite often we hear this term 'I'm doing it for the culture' but what does that mean? My talk will explore the idea of how the new generation have impacted on the future of work and how the rise of ethnic minorities within media, music and advertising is good for all. Culture is something that we all create and contribute too, but sometimes more often than not as young people unaware of how powerful we are, and sometime those with a more traditional mindset miss out on how capable we are- we need to fix that.