Four Ways to Keep Your Brand and Marketing Relevant Amid Fluctuating Cultural Trends

180103-Trendy-Youth-LgWhat do your brand, plant-based foods, Barbie dolls, and bottled water have in common? The truth is, quite a lot.

There's a lot of debate right now about whether bottled water is really a better choice than soda. Or whether a plant-based diet is actually healthier than consuming meat. And Some people are up in arms about the wage gap between male and female professionals. Still, others are evaluating whether there are enough variations of the Barbie doll.

So... what does any of that have to do with marketing your brand?

Cultural trends like those—and so many more—may come and go, but their impact remains significant. For a brand to remain relevant in this day and age, it must align with the dominant cultural trends of its target audience.

That means you as a marketer must make it a priority to not only understand the issues that matter to your consumers but also consistently integrate their feelings and opinions into your brand's message in new and creative ways.

Keeping Pace With Culture

Successful marketing does more than convey a message to an audience. It inspires, influences, and, ultimately, propels a brand forward.

For any marketing campaign to be successful, marketers must find innovative ways to interweave the brand's core values with the cultural context of the intended audience—its ideologies, tensions, values, and so on.

Most consumers, whether consciously or not, look for brands that align with their view of the world. So a marketing campaign that not only acknowledges the cultural trends of its target audience but also aligns with or adds to that message will be rewarded with relevance, acceptance, and loyalty.

On the other hand, when marketers ignore cultural context, or skirt around cultural trends, or don't take the time to understand the issues, they risk landing their brand in hot water. For example:

If you're not comfortable having your brand take a bold stance on a cultural issue, that's OK. But researching the trends that matter to your audience can still elevate your marketing.

For example, if you discover that the growing popularity of the plant-based food movement stems from consumers' desire for "cleaner" sources of protein, you could easily change your labeling to highlight the amount or origin of the protein in your product.

Even subtle nods toward a pervasive cultural trend can give your brand a leg up on the competition. But whatever you do... it has to be authentic.

How to Stay Trend-Relevant

It's clear that to avoid wasting time, money, and resources—and potentially angering or alienating consumers—your marketing team must study, understand, and accommodate cultural trends.

Begin that process with the following four steps.

1. Get to know your audience

Knowing all you can know about your audience should always be a marketing priority. It's the only way to precisely target the right consumers, perfect your brand's message, motivate action, and keep your customers satisfied.

Although reliable data should be the foundation of your marketing campaign, don't rely just on numbers and figures. And move beyond demographics by also investigating the cultural trends that matter to your audience members: What are they interested in? What are they passionate about? How do they spend their time? What are their expectations for the companies they do business with and the products they use?

Fleshing out your audience's cultural attitudes allows you to be more strategic in marketing your brand.

2. Do your cultural research

Explore the cultural trends influencing your audience and businesses now and for the foreseeable future. The Culture Vulture 2017 Trends Report is a great place to start.

Notable examples include the prevalence of corporate icons and how startups are remaining competitive; the emergence of products, services, and events catered to Baby Boomers; and the way the mindfulness trend has inspired businesses to include offerings that promote serenity and balance. Also important is Millennials' impact on society—from their redefinition of the American dream to their informal attitudes toward attire, traditions, gender norms, and more.

Don't forget to also look for niche hot topics that directly affect your consumers or brand. For example, if you market for a food or beverage product, understanding the nuances of the soda vs. bottled water battle (consumers seeking lower- or no-sugar options, cost, environmental impact of packaging, etc.) might come in handy.

Research both large- and small-scale cultural trends when strategizing for your brand.

3. Craft a message that stands for something

Once you know your audience members and the cultural trends influencing them, it's time to develop a message that aligns with (or better yet, resolves) a larger cultural narrative. Choose words that pack a punch. Make your message simple yet powerful. And be sure your brand's message is creative, clear, and consistent.

For inspiration, you can look at brands that redefined gender-role norms with their own simple, powerful messages. Sport England's This Girl Can campaign, Under Armour's I Will What I Want campaign, and P&G's #LikeAGirl campaign have all been praised for promoting female empowerment, diversity, and opportunity.

4. Strengthen your message with visuals

In marketing messaging, visuals are often just as important to the campaign as the written or spoken word. From videos to photographs to well-placed labels, the right visuals can create an emotional connection with consumers, inspire them to take action, and convince them of your cultural relevancy.

Thoroughly investigate the ways you could deliver visuals to your audience, paying special attention to newer, nontraditional avenues that currently boast some of the highest user engagement stats.

Finally, explore making your visuals powerful enough to carry your message of cultural relevance on their own. Take CoverGirl, for instance. When the company hired its first male ambassador, it didn't couple the announcement with an explanation of its motives. CoverGirl trusted the new ads properly conveyed its stance on diversity and inclusion. Explore how your brand's visuals could address cultural trends without having to explicitly change your brand's message.

* * *

In a quickly changing world, understanding cultural trends is vital to keeping your brand relevant and your audience interested. Only then can you create marketing campaigns that are truly moving, motivating, and successful.

Author: Sarah Clark

More From Author

17515Mia Rosebud: The Pinnacle of Culinary Delight in Boca Raton
September 7,2023ByDAVID VEGA

Mia Rosebud: The Pinnacle of Culinary Delight in Boca Raton

Mia Rosebud stands tall as the latest jewel in the crown of the esteemed Rosebud Restaurants.  Situated at the prime location of 150 E Palmetto Park Rd in Boca Raton, Mia Rosebud promises to be a haven for locals and visitors, offering an exceptional dining experience that captures the heart and soul of Italian hospitality. A Legacy of Excellence: The Rosebud Restaurants The impressive legacy of the Rosebud Restaurants backs Mia Rosebud. Renowned for their consistent quality, innovative dishes, and impeccable service, these restaurants have graced the culinary scene for years. Their commitment to pushing boundaries ensures that every dining venture is unique. The Inspiration Behind Mia Rosebud The inception of Mia Rosebud is rooted in a desire to fuse timeless culinary techniques with modern-day flavors. This synergy births a menu that appeals to both the traditionalist and the contemporary food enthusiast. An Ode to Fresh Ingredients Mia Rosebud pays tribute to the importance of fresh, locally sourced ingredients. Collaborating with local farmers and producers ensures that every dish narrates a tale of authenticity and freshness. Ambiance: A Symphony of Comfort and Elegance Walking into Mia Rosebud is an immersion into a world of tasteful luxury. The decor balances comfort and sophistication, making every visit a memorable journey. Mia Rosebud's Signature Dishes While every dish at Mia Rosebud stands out, specific signature offerings have earned rave reviews: A Wine List Second to None A meal at Mia Rosebud is incomplete without exploring their curated wine list. With choices from the finest vineyards across the globe, there's a pairing for every dish and palate. Why Mia Rosebud is the Choice for Celebrations With a blend of fine dining, an enchanting ambience, and world-class service, Mia Rosebud is the venue of choice for life's celebrations. Whether it's an intimate dinner or a grand event, Mia Rosebud promises moments that linger. Sustainability at Its Core Mia Rosebud is not just about culinary excellence. The restaurant is committed to sustainable practices, ensuring minimal environmental impact and fostering community growth. Community Engagement An advocate for giving back, Mia Rosebud actively engages in community welfare initiatives. Their collaboration with local artisans, farmers, and initiatives underlines their dedication to Boca Raton's progress. Book Your Experience An evening at Mia Rosebud isn't just a meal; it's an experience. Book your table today and indulge in a culinary journey that promises to be unforgettable. Are you looking to make an announcement about your brand's release? Get in touch with Tridence. Your local leader in Digital Marketing and Brand identity....

Read More
8214YouTube includes NFTs and Web3 in new creator tools – Metaverse
June 28,2022Bytridence

YouTube includes NFTs and Web3 in new creator tools – Metaverse

NFTs and Web3 Updates Google LLC-owned video-sharing giant YouTube said Thursday it's considering web3 technologies such as nonfungible tokens and blockchain to help enhance the relationships between creators and their fans and develop new experiences. How Do NFTs and Web3 Work? "Web3 opens up new opportunities for creators," Neal Mohan, chief product officer at YouTube, said in a blog post. "We believe new technologies like blockchain and NFTs can allow creators to build deeper relationships with their fans. Together, they'll be able to collaborate on new projects and make money in ways not previously possible." An NFT is a type of blockchain asset that can represent a virtual item such as artwork, music, video, or even a ticket. What makes NFTs worthwhile is that they are unique and can be bought, sold, and traded. As a result, YouTube creators could use them to produce additional revenue streams related to their YouTube videos, turn their videos themselves into NFTs, and sell them to their fans to create deeper relationships. The company didn't clarify whether NFT ownership would conflict with copyright law. Buying an NFT establishes ownership of a specific digital asset and provides a public record of each transaction involving the asset. It doesn't transfer copyright from the original owner to the buyer. What can one expect? YouTube will add features that mirror competing platforms like NFTS and Web3. It will monetize Shorts, the short-form video platform similar to TikTok and Instagram Reels. For example, creators will reply to comments with short videos, a feature widely used on TikTok to engage with viewers directly. In addition, YouTube is adding live streaming features, further competing with Twitch. The company will launch collaborative live streaming so creators can go live together. The platform is also testing giving paid memberships as gifts. Let the Metaverse wars continue....

Read More
8010YouTube includes NFTs and Web3 in new creator tools – Metaverse
February 14,2022ByDAVID VEGA

YouTube includes NFTs and Web3 in new creator tools – Metaverse

Google LLC-owned video-sharing giant YouTube said Thursday it's considering web3 technologies such as nonfungible tokens and blockchain to help enhance the relationships between creators and their fans and develop new experiences. "Web3 opens up new opportunities for creators," Neal Mohan, chief product officer at YouTube, said in a blog post. "We believe new technologies like blockchain and NFTs can allow creators to build deeper relationships with their fans. Together, they'll be able to collaborate on new projects and make money in ways not previously possible." An NFT is a type of blockchain asset that can represent a virtual item such as artwork, music, video, or even a ticket. What makes NFTs worthwhile is that they are unique and can be bought, sold, and traded. As a result, YouTube creators could use them to produce additional revenue streams related to their YouTube videos, turn their videos themselves into NFTs, and sell them to their fans to create deeper relationships. The company didn't clarify whether NFT ownership would conflict with copyright law. Buying an NFT establishes ownership of a specific digital asset and provides a public record of each transaction involving the asset. It doesn't transfer copyright from the original owner to the buyer. What can one expect? YouTube will be adding features that mirror competing platforms. It will monetize Shorts, the short-form video platform similar to TikTok and Instagram Reels. For example, creators will reply to comments with short videos, a feature widely used on TikTok to engage with viewers directly. In addition, YouTube is adding live streaming features, further competing with Twitch. The company will launch collaborative live streaming so creators can go live together. The platform is also testing giving paid memberships as gifts. Let the Metaverse wars continue....

Read More
8009ConsenSys announced the acquisition of MyCrypto
February 8,2022ByDAVID VEGA

ConsenSys announced the acquisition of MyCrypto

ConsenSys Acquires MyCrypto to Strengthen MetaMask Partnership and Enhance Web3 Experiences. MyCrypto To MetaMask MetaMask and MyCrypto will be combining their efforts under a shared banner to improve the security of all the products further and create a cohesive user experience across desktop, mobile, extension, and browser wallets. MyCrypto and MetaMask have been working together in the Ethereum space since 2017 MetaMask implemented MyCrypto’s scam blocklist (known as CryptoScamDB) to protect MetaMask users from visiting known scam URLs. Dan Finlay, co-founder of MetaMask, said: “MyCrypto has consistently been one of the most reliable and inter-compatible wallets in Ethereum, often shipping cutting-edge Ethereum features ahead of other wallets, while MetaMask has focused on general-purpose dapp interactions. With our talents combined, and our strong sense of shared ethics and goals for this ecosystem, I think we’ll be able to provide a wallet experience that is much more able to help users make the best decisions through this rapidly evolving Web3 wallet landscape.” MyCrypto is an open-source interface that allows you to manage your Ethereum accounts in a safe and accessible environment. Developed by and for the community since 2015 About MyCrypto MyCrypto is an open-source interface that allows you to manage your Ethereum accounts in a safe and accessible environment. Developed by and for the community since 2015, we’re focused on building awesome products that put the power in people’s hands. For more information, please visit https://www.mycrypto.com....

Read More
8006Frozen Theatre Chicago Review
December 31,2021ByDAVID VEGA

Frozen Theatre Chicago Review

The glitz, the glamor, and the icicles are back! Disney’s “Frozen,” the Broadway hit musical, has returned to the Cadillac Palace Theatre for a limited ten-week engagement. Highly Recommend as we follow the lives of Elsa and Anna, who are heirs to the throne, with Elsa having a peculiar gift: the ability to create a frozen world of sparkling crystal. Many know how Disney’s Frozen took the box office by storm, and it’s clear sitting in the theater that audience members of all ages are excited to see the piece come to life. From kids, all dressed up and parents singing along. If you are a Disney fan, this musical was made for you. The Tony-nominated musical adaptation of the hit movie follows Elsa (Caroline Bowman) as she navigates, hiding her magical ice powers amid her coronation. When things go astray and her mystical magic is revealed, she runs off into the mountains to keep everyone safe – or so she thinks. With Arendelle suddenly under snow and the threat of permanent winter, her younger sister Anna (Marina Konodo) sets out to find Elsa to save their kingdom. This is where the story unfolds. Also in this musical are other favorite characters from the film: Kristoff (Mason Reeves), Olaf (F. Michael Haynie), Hans (Austin Colby), and of course, Sven (a combination of puppetry and acrobatic talents portrayed by Evan Strand and Colin Baja). This alone makes the magical experience full circle. Frozen is full of joy, and the eye-popping scenic design touches elicit uproars of laughter and applause. Standout performances and jaw-dropping special effects full of magic and flare make Disney’s Frozen a night to remember. Now, For the critical part, some songs needed a bit more clarity from the characters as a few of their pitches were off, but this is what makes live theatre awesome. Secondly, for all its glitz and girl power, l thought this magical show lacked some of the (human connect) warm connection found between Actors in other Disney musicals for the stage production. Overall, This is especially a top pick for those who first experienced this story as the original Disney film. Rating: 3.5 out of 4 Runtime: 2 hours and 15 minutes, with one intermission. Tickets range from $33 – $179, plus a select number of premium tickets are available. Buy Tickets: https://www.broadwayinchicago.com/show/disneys-frozen/ Tridence Supports the Arts....

Read More
Skip to content