What do your brand, plant-based foods, Barbie dolls, and bottled water have in common? The truth is, quite a lot.
There's a lot of debate right now about whether bottled water is really a better choice than soda. Or whether a plant-based diet is actually healthier than consuming meat. And Some people are up in arms about the wage gap between male and female professionals. Still others are evaluating whether there are enough variations of the Barbie doll.
So... what does any of that have to do with marketing your brand?
Cultural trends like those—and so many more—may come and go, but their impact remains significant. For a brand to remain relevant in this day and age, it must align with the dominant cultural trends of its target audience.
That means you as a marketer must make it a priority to not only understand the issues that matter to your consumers but also consistently integrate their feelings and opinions into your brand's messaging in new and creative ways.
Keeping Pace With Culture
Successful marketing does more than convey a message to an audience. It inspires, influences, and, ultimately, propels a brand forward.
For any marketing campaign to be successful, marketers must find innovative ways to interweave the brand's core values with the cultural context of the intended audience—its ideologies, tensions, values, and so on.