Cultural relevance has never been more important or desired by brands and marketers than it is right now. As fragmented as our media landscape has become, a brand with cultural relevance is better at attracting our attention and, importantly, keeping it. Why? Because we care. We talk to our friends and family about it. We engage in online and IRL communities about it.
So if a brand can genuinely embed itself in that experience, or make that experience better, more interesting, helpful, or entertaining, then it’s really earning our attention.
A new report from global ad agency network TBWA takes a deep dive into 39 cultural shifts happening around the world, and categorizes them for marketers to learn more and potentially tap into. The goal of the report is to arm brands with the necessary information to make better decisions when it comes to how they show up in culture.
The agency calls these shifts “edges,” which it defines as “global shifts with the scale and longevity to help brands turn cultural blur into business opportunities.” The shifts in this year’s report range from generative AI to sustainability, and personal development to survivalism.
TBWA’s global chief strategy officer Jen Costello says one thing that stuck out from this year’s research was the idea of culture rot, in which content and culture are confused for one another. The former is just regurgitating what’s already out there, while the latter has more influence and impact. For Costello, too many brands are focusing on content over actual culture.
“Brands and creators are churning out this endless stream of stuff, much of which isn’t actually landing, making a difference, or shifting how people are actually living in the real world,” says Costello.
New shifts
Most brands are chasing cultural relevance by mimicking the latest buzzword or online micro-trend. TBWA’s report argues that this endless stream of what it calls “copy-and-paste content” is contributing to the culture rot. The challenge is for brands to stop trying to please the algorithm and start using cultural insights to actively contribute to the human experience.
“There’s nothing inherently wrong about toying around in the language of the internet,” says Costello. “It’s quick, it’s fun, and it typically doesn’t make a huge dent one way or another. The bigger deal is the longer term view. We think culture is the biggest opportunity for brands, but it can also be the biggest threat if you don’t harness it correctly.”
Three new shifts found in this year’s report are what the agency calls “Eco-Realism,” “Maturity Paradox,” and “Transparency Receipts.” Advertising buzzwords? Maybe, but they’re also rooted in real human behavior. “Eco-Realism” is about how environmental action plans are taking a turn for the practical. It comes as a growing number of corporations scale back their previous sustainability targets, and common practices like carbon offsetting and tree planting are exposed as not-so-effective distractions. The report predicts that vague ambitions will be better replaced by more affordable, scalable, and readily available solutions.
“Maturity Paradox” is about the decoupling of age and maturity. The report anticipates that behaviors and expectations tied to certain age groups will no longer be relevant and impact how brands target and design for different generations. Psychographics over demographics.
“Transparency Receipts,” meanwhile, are about how supply chain transparency is gaining traction as more shoppers are demanding a peek behind the curtain. This is being met by better traceability with technologies like blockchain and RFID tags, and upcoming laws like the Europe’s Digital Product Passport Regulations. The report advises brands to proactively provide clear proof of a product’s social and environmental impact.
It was surprising to hear about these new shifts, particularly on the environment and supply chain transparency, as companies have significantly turned the volume dial way down in talking about these issues. Costello says that it’s not that these issues have become less important to consumers, but that our BS detectors were being set off much too frequently.
“I’d say eco-realism and transparency receipts are almost direct reactions to the bullshit,” she says. “People are no longer impressed with the flashy buzzwords or one-off sustainability stunts that are made for Instagram. Their trust has been diminished. Now people want to be taken behind the scenes more. They want to be given the facts. There’s a pragmatism or a practicality coming into place now.”
Shift impact
Reports are only helpful if the information is actually useful and utilized in practice. Costello points to work like Levi’s and McDonald’s as examples of how her agency has used culture in client work for maximum impact.
Last year, the agency worked with Levi’s to remake a classic ad, this time starring Beyoncé. Bey starred in an updated version of the 1985 ad “Laundrette,” tying it into her award-winning album Cowboy Carter, which included a track called “Levii’s Jeans.”
In Japan, Gen Z makes up 60% of McDonald’s workforce. But applications were steadily decreasing. The agency found Gen Z disliked being forced to smile as McDonald’s employees. So they created a campaign that included an original song with the artist ano, who is known for not smiling, and revitalized the brand’s recruitment. It increased job applicants by 115%.
“I want to see more brands become rabbit holes of inspiration, fun, and experience for people, rather than just seeking it out,” says Costello. “I want to see them choosing paths and sticking with it. I want to see them building around fandom for obsessive fans.”
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