Why Brands Must Embrace Cultural Relevance in Marketing
In today’s diverse and socially aware world, consumers expect brands to speak to them in a way that reflects their culture, values, and experiences. Cultural relevance in marketing is no longer optional - it’s essential for brands looking to build lasting connections and loyalty with their audience.
The Importance of Cultural Relevance
To connect with consumers, brands must go beyond simple demographic targeting. It’s about understanding the values, traditions, and behaviours that shape a specific culture, whether through language, humour, or social movements. In a world where consumers are more informed and empowered, brands that ignore cultural nuances risk coming across as tone-deaf or disconnected.
How to Speak the Language of Your Consumers
Understand Cultural Norms: Brands need to understand the cultural context of their target audience to avoid missteps.
Use Language that Resonates: It’s not just about translation—it’s about ensuring the messaging aligns with the audience’s way of thinking and speaking.
Embrace Diversity and Inclusivity: Today’s consumers want to see themselves represented in brands. Authentic inclusivity is crucial.
Tap into Local Trends: Aligning with cultural movements or regional trends can help brands stay relevant.
Examples from Fashion and Beauty Brands
1. Fenty Beauty: Redefining Beauty Standards
Fenty Beauty by Rihanna revolutionised the beauty industry by launching with 40 foundation shades (now 50) to cater to all skin tones. The brand’s focus on inclusivity and representation reflects cultural values surrounding diversity in beauty. By addressing a previously underserved market, Fenty connected with consumers who felt excluded by traditional beauty brands, making it a cultural phenomenon.
H&M: Sustainability Meets Style
H&M has increasingly focused on sustainability, aligning itself with the growing cultural shift toward eco-conscious living. The launch of their “Conscious” collection was a direct response to the demand for sustainable fashion. H&M also uses its global reach to support various cultural and social causes, which has earned it respect from younger, more ethically-minded consumers who seek brands that align with their environmental values.
ASOS: Promoting Body Positivity
ASOS has been a leader in promoting body positivity and diversity in fashion. Their campaigns often feature models of all sizes, ethnicities, and backgrounds, making the brand feel more accessible and inclusive. ASOS also promotes a wide range of gender-neutral fashion, addressing the cultural shift towards non-binary and gender-inclusive clothing. This strategy has helped ASOS build a strong emotional connection with young, progressive shoppers.
These fashion brands exemplify how understanding and tapping into cultural movements, values, and shifts can help brands connect with their audience on a deeper level, making their marketing campaigns not just relevant but also meaningful.