Eighty-three percent of brand marketers say that connecting with the wider culture is important for business growth, and 71% say they seek to contribute to culture and deliver something of value to consumers beyond their products and services, according to global marketing consultancy Kantar Added Value‘s 2016 Creating Cultural Value study.
The research focused on helping big and small brands make marketing work, surveying over 100 senior brand leaders in the U.S., U.K. and France, and revealing that the topic of culture is taking prominence—and that brands are interested in growing their value within culture.
“Brand marketers have told us that the topic of culture is rising on their agenda, as they consider the contributions they wish to make to people’s lives beyond products and services. Creating cultural value is playing an increasingly strategic role as a driver for brand engagement and expression,” said Helen Firth, senior vice president at Kantar Added Value, in a news release. “And, brands are taking action by investing in initiatives that make the right contribution to culture. Marketers are beginning to think about ‘cultural content’ over ‘branded content’—connecting with aspects of culture that are meaningful to the brand’s target audience.”
Other key findings from the study:
- 73% of respondents say their marketing department will need to act like a ‘cultural radar’, connecting with consumers by tapping into what is relevant to them at that moment in time
- 63% claim they will invest more money in initiatives they feel make the right contribution to culture for their brands
- 50% of respondents say the need for their brand to “be more human” is a key challenge—but only 33% think they’ve nailed it.
Source: Business Wire; edited by Richard Carufel