Culture is dynamic; it is capable of adaptation and change just like individuals and species.
Peter Richerson and Robert Boyd (2005), give two choices that individuals have within a culture,
to imitate or to innovate. There are certain times when it is better to imitate
and certain times when it is better to innovate.

Culture evolves either through biased transmissions
that are dependent on the efficacy of the current cultural traits and context,
or by way of guided variations that come from individuals who innovate
new and exciting ways of living. In both instances, Culture affects the individual’s decisions to imitate or innovate.