Culture plays an important role in our lives — it binds us together and shapes our identity. And today, culture doesn’t just mean traditions, religion, or heritage, it covers so much more — everything from social and cultural events to sports, music, politics, arts, social trends. The list goes on.
Yet, while we know culture is important to individuals, brands have often shied away from it. But a new study we ran with MAGNA shows Aussies not only want, but expect brands to get involved in culture. Culture plays a big role in shaping consumers’ identity so they want to see the brands they’re interacting with, get involved and take a stance. And this is especially important to young Aussies aged 18-35, and Twitter users who are the most passionate, informed, and feel the most strongly about brands aligning with culture.
Brands that do, not only earn trust and loyalty from Aussies. The study found cultural relevance is almost as important as having a positive brand perception, accounting for about a fifth of a consumer’s purchase decisions. That’s a big reason to get involved.
The study calls out four top ways Aussies think brands can become more culturally relevant. They are through:
From State of Origin to Mardi Gras, a federal election, or even Game of Thrones finale, when something happens, it happens on Twitter. It’s the home of what’s happening in the world so it provides a great platform for brands to listen, engage and amplify their cultural involvement.
When brands do this right, they reap the benefits. But it is important to remember, it’s not a one size fit all approach. Brands should be thoughtful in their approach to ensure authenticity, and understand the interest of their core audience, aligning to cultural moments that they are most passionate about.
Brands that do, will go a long way to win the hearts and minds of Aussies.
Did someone say … cookies?