Culture-Focused Marketing Influences Brands’ Relevancy, Consumer Purchasing Decisions
Consumers say that it’s important for brands to take a stand on culture and what’s happening in the world, research shows, but they must be thoughtful and authentic in their approach. “The Impact of Culture: What it Means for Brands Today,” a study from Twitter, MAGNA and IPG Media Lab, looks at the consumer view of brand involvement in culture, how we should define culture from a consumer’s point of view and how consumers think about culture in relation to the brands they interact with.
The study found that being involved in culture is nearly as important as having a strong brand image, as cultural relevance accounts for 25 percent of product purchase decisions. And the definition of culture has expanded. When asked how they think about culture in their own lives, 83 percent of consumers expressed that culture is something other than just the traditional measures such as language, religion and cuisine.
Inclusion is imperative, the research found. The study reported that 50 percent of consumers—and 60 percent of Twitter users—say that brands looking to be more culturally relevant should be inclusive of all types of people. Cultural relevance also matters as the general population prefers brands of high cultural relevance to brands of low cultural relevance—39 percent versus 32 percent. Giving back is also important, as 58 percent of consumers—and 65 percent of Twitter users—say that brands should be philanthropic.
“Brands come to Twitter to understand what matters to their audience, and the findings in this study underscore the fact that Tweets are important cues,” says Stephanie Prager, global head of agency development at Twitter. “As consumers become more complex and discerning, it’s critical for brands to keep pace.”
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