28/07/2020
Insight

In a state of cultural flux, brands must work harder to connect.

The paradigm of culture is fluid. Connecting now is more important than ever. How we respond to the needs and behaviours of real people has a definitive impact on our relationships beyond transactional value.

We believe in getting comfortable with the uncomfortable. And we’ve done exactly that by addressing purpose-driven provocations. Here’s food for thought on what it truly means to be culturally connected.

1. Can diversity be more than just lip service?

People are becoming increasingly eager to see themselves represented across all sectors.

“Not investing further in diversity costs the UK £127 billion per year.”

Authentic Inclusivity.
As call-out culture grows in response to inauthentic cashing in on culture, such as rainbow-washing, green-washing, woke-washing, brands now have the challenge of reflecting on inclusivity and getting it right.

So what?
Brands need to be bolder at representation, beyond the conventions of diversity. This should not be an after-thought.

2. Is social currency the new voice of brand broadcast?

Culture-lingual.
Individuals advocate for brands that speak their language and feel authentic to them. Brands are under constant pressure to align with cultural shifts and stay fresh, relevant and conversational.

So what?
Brands need to harness the cultural pendulum in order to create authentic cultural moments for the consumer, in effect, creating nuanced personalisation.

3. In an automated world, have brands lost their human touch?

Displaced disconnect.
Responding to urbanisation, homogenisation, and digitisation, there is a desire to cultivate communities, build holistic environments and re-align lifestyles. Brands must solve this disconnect between consumer expectation and brand experience.

So what?
Brands need to retain and reinforce a transparent human element that integrates into the fabric of global cities and people, to deliver more effective interaction, trust, value and CX.

4. Has the sophistication of technology empowered storytelling?

Digital blur.
The evolution of technology has altered how we communicate in a blended world of digital spaces. As action and adoption rise, narratives are becoming individualised signals, spawning a desire for experience and flexibility.

So what?
Brands need to be well-tuned to technology shifts in order to create dynamic, experiential and influential narratives for the user, giving them the power to interact on their own terms.