Current believes in real lives over lifestyles.

We create genuine connections between brands and people to change behavior and move brands forward. Today, people live lives, not lifestyles. Lives are real, personal, unique. They’re not styled. We believe marketers need to tell brand stories that reflect and connect with people’s stories. And we walk the walk: we don’t call the people we want to engage with “consumers” or “targets.” To us, they’re moms and bosses and weekend tennis players, so we prefer to call them who they are: people.