When a marketing message isn't working the way it was expected, it could be a cultural disconnect. It's a common struggle, but not an insurmountable one. The key to bridging this gap lies in improving cultural conversations. And here's how.
Understanding culture: The invisible force shaping our world
To have the right cultural conversations, we have to understand cultures and how they evolve and interact. It's more than just the foods we eat or the holidays we celebrate.
"Culture is kind of invisible hand that really governs our way of life," said Dr. Anastasia Kārkliņa Gabriel, author of “Cultural Intelligence for Marketers," on an episode of "Insightful Inspiration."
It's the unwritten rules that shape how we think, act, and interact with others. Culture is like the operating system of our society, running in the background and influencing everything we do.
This "cultural software" isn't static. It's constantly updating and changing. These changes, or cultural shifts, can be subtle or dramatic. They affect how we view the world and what we expect from the brands we interact with.
Understanding these cultural shifts is crucial for brands wanting to stay relevant. It's not just about keeping up with trends. It's about grasping the deeper changes in values and expectations that drive consumer behavior.
Building cultural competence: The foundation for better conversations
So, how can brands build the cultural competence needed to improve their conversations with diverse audiences? It starts with research and asking the right questions.
The first step is to invest in thorough research. This is about gaining deep insights into how different cultures think and feel. Qualitative research methods like in-depth interviews and ethnographic studies can reveal nuances that numbers alone can't capture.
To really crack that cultural code, brands need to challenge their assumptions.
"What is missing, who is being left behind, what is happening here that we are not seeing or that the brand historically might have overlooked?" are all questions to ask, said Anastasia.
These questions can lead to uncomfortable truths. They reveal blind spots in a brand's strategy or biases in its marketing. But facing these challenges head-on is essential for genuine cultural competence.
It's also important to create a safe space for these conversations within your organization. Encourage team members to voice their perspectives and experiences. This diversity of thought can lead to more inclusive and effective strategies.
Beyond inclusivity: Creating meaningful connections
Inclusivity is crucial, but it's just the starting point for improving cultural conversations. The real goal is to create genuine connections with consumers across diverse cultural backgrounds.
This shift reflects changing consumer expectations. People want more than to see themselves represented in ads. They want to feel that brands truly understand and care about their unique experiences and values.
"There's real meaning in there," said Isabelle Landreville, President and Chief Insight Seeker at Sylvestre & Co. "I think purpose and meaning are the keys to truly resonate and that your consumers or clients actually feel not only listened to, but truly heard."
Creating these meaningful connections requires a deep understanding of cultural nuances. It's about tapping into the values, aspirations, and challenges that resonate with different cultural groups. This could mean aligning your brand with cultural celebrations, addressing specific pain points, or supporting causes that matter to your audience.
For example, a brand might go beyond featuring diverse models in its ads. It could create products that solve unique problems for different cultural groups, support community initiatives, or use its platform to amplify underrepresented voices.
The evolving role of purpose in branding
The concept of brand purpose has evolved significantly in recent years, reflecting broader cultural shifts in how we view the role of businesses in society.
Previously, a brand's purpose might have been solely about making profits or being the best in its industry. Now, consumers expect brands to have a broader purpose that contributes positively to society.
This shift doesn't mean every brand needs to take on global issues.
"There is so much of different opinions within the marketing community," she said, "You know, the popular example of, oh, well, mayonnaise is not supposed to save the world, right?"
The key is finding a purpose that aligns authentically with your brand and resonates with your audience. This could be as simple as making everyday tasks easier or as complex as addressing social inequalities. The important thing is that it's genuine and consistently reflected in actions, not just marketing.
For some brands, this might mean taking a stand on social issues. For others, it could be about improving sustainability in their supply chain. The specific purpose will vary, but the underlying principle is the same: brands need to contribute positively to society in ways that align with their core values and competencies.
Putting it all together: Insights for improving cultural conversations
Improving cultural conversations isn't a one-time task. It's an ongoing process that requires commitment, humility, and a willingness to learn and adapt. From the discussion with Anastasia and Isabelle, we can gather several key insights:
- Invest in deep research
- Ask difficult questions
- Create meaningful connections
- Understand cultural ideology
- Be aware of language evolution
- Recognize the power and responsibility of marketing
By focusing on these areas, brands can improve their cultural conversations, creating more meaningful connections with diverse audiences and contributing positively to broader cultural shifts. This approach transforms brand communications from potentially awkward exchanges to meaningful dialogues that resonate with diverse audiences and drive positive change.
The path to cultural competence is ongoing, but each step forward enhances a brand's ability to connect authentically in our diverse, ever-changing world.
How are your cultural conversations going?
