Stay relevant. Without a deeper cultural understanding of your consumers, brands may struggle to build meaningful, authentic and intuitive engagement.
Culture is how we each uniquely make sense of the world, the shared social values with our cohorts that drive individual behavior. And in times of crisis, culture anchors consumers to the familiar, providing meaning that helps us cope with anxiety. These values, beliefs, traditions, habits, and symbols manifest through the relationships we have, the behaviors we’ve learned, the routines we adopt, and drive our behaviors in ways that are not always readily apparent.
Without a deeper cultural understanding of your consumers, brands may struggle to build meaningful, authentic and intuitive engagement now and in a post-COVID-19 world. View our on demand webinar to hear more about Ipsos’ Cultural Transferability Framework as a tool to help brands travel across different demographic, geographic, generational micro cultures here in the U.S., or on a broader scale for global studies. We also share case studies and discuss the role that your brand can play in helping consumers cope with their uncertainty in culturally nuanced way.
Robyn Clayton, Ipsos UU, USA