This article is important to marketers, sales teams and business owners.
Twitter’s new study, “The Impact of Culture < link >,” emphasizes how much consumers expect and even want brands to be culturally relevant: aligning well with cultural events, promoting trends that define today’s culture and supporting social issues that benefit everyone. Brand involvement in culture is especially important among Twitter’s consumers between the ages of 18 and 35.
. . . a brand’s cultural involvement makes up a full 25% of a consumer’s purchase decision
Source: Twitter Marketing, May 29, 2019. Link. Survey respondents identified these top ways for a brand to be culturally relevant:
- Give back to the community
- Putting customers first
- Being inclusive of a wide audience
- Supporting social issues that benefit everyone
INSIGHTS: For some animal health pros, what is represented here seems more like table stakes. Today’s younger consumers experience culture through technology in their hands, self-service stores and kiosks, and polarizing communications from every direction. this presents brand challenges for companies, businesses, products and people.