Understanding the Cultural Consumer: A Guide for Marketers
The world has become increasingly diverse, with people from different parts of the world living and working together in the same communities. This cultural shift has created a demand for marketers to understand the cultural needs and preferences of consumers.
In this article, we’ll discuss what cultural consumers represent, their influence on the global market and how marketers can leverage this knowledge to enhance their brand positioning.
Who are Cultural Consumers?
Cultural consumers are those who value their cultural heritage and identity, and hence seek products and services that align with their cultural values and beliefs. For these individuals, their culture is an essential aspect of their identity and lifestyle, and they actively seek products that represent and celebrate their heritage.
Such consumers can encompass a variety of demographics, including ethnic minorities and subcultures, but also appeal to those who simply enjoy and appreciate different cultural experiences.
The Impact of Cultural Consumers
The increasing influence of cultural consumers can be observed through the rise in sales and marketing aimed at them. According to a study by the Selig Centre for Economic Growth, in 2018, cultural consumers were responsible for approximately $3.4 trillion in US purchasing power.
Furthermore, marketers who cater to cultural values and identities have the potential to create more meaningful engagement with their customers. Brands like Airbnb, Uber and Coca Cola have made successful inroads into building relationships with multicultural markets.
How to Reach Cultural Consumers
To connect with cultural consumers, businesses need to first undertake research to understand their target audience’s values and cultural practices. For example, a thorough understanding of a community’s key religious events, traditions, and holidays can inform the timing and content of marketing and advertising campaigns.
It is also important to use culturally appropriate language and imagery to engage with these groups. This can include the use of language-specific email templates and the hiring of native-speaking employees.
Examples of Successful Cultural Marketing
Brands that have understood and tapped into the cultural consumer trend have seen impressive returns on their investment.
McDonald’s, for example, has found success in its marketing efforts catering to different countries. By tailoring its offerings to reflect local tastes and traditions, McDonald’s has been able to gain market share in regions where culturally appropriate alternatives previously dominated.
Coca Cola, another brand that has understood the cultural consumer trend, has created marketing campaigns that celebrate diversity and inclusivity. Its “America Is Beautiful” advertising campaign featured people from various cultural backgrounds singing “America the Beautiful” in their native tongues. The campaign garnered critical acclaim and resulted in increased brand loyalty.
Conclusion
In conclusion, a thorough understanding of cultural consumer trends can provide marketers with a significant competitive advantage in the global marketplace. By being sensitive to the cultural needs and preferences of different communities, businesses can forge deeper relationships with their customers, spur sales growth and gain a stronger foothold in the market.
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