Why does cultural diffusion occur most rapidly in societies?

“Cultural diffusion is the spread of cultural beliefs and social activities from one group of people to another. ... The mixing of world cultures through different ethnicities, religions, and nationalities has only increased with advanced communication, transportation, and technology.”

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~BBGLUVER

Well in order to have a prosperous society you have to interact with other peoples in various ways. For example if you were to conquer your neighbooring empire, their culture and customs would diffuse into your own society; such as religious aspects and traditions. Another example would be through trade. Trade allows many cultures to interact with one another and when exchanging goods, they also exchange ideas and pieces of their culture. If trade was constantly taking place, cultural diffusion would happen at a greater scale.