Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with? IPG Media Lab, MAGNA GLOBAL and Twitter found, through their online survey (n=865) and Twitter booster sample (n=153) that:
- Culture-focused ads increase brand relevancy and consumer purchase intent: Cultural relevance accounts for 25% of product purchase decisions.
- Inclusion is imperative: 50% of consumers — and 60% of Twitter users — said that brands seeking to be more culturally relevant should be inclusive of all types of people.
- Celebs are not the biggest culture drivers: Celebrity endorsements were the least popular way consumers believe brands can become more culturally relevant.
