The Culture Marketing Chat

Culture campaigns… culture-led brands

“We create culture”. One thing our industry can agree on in 2024 is that we love to talk culture. But sure as culture changes and evolves, so has our use of the term, culture marketing, that has kicked around for well over a decade and has at times become shorthand for every campaign targeting the newest generation in, or simply anything we all universally decided was cool.

“Culture is often used as synonym for ‘Cool Gen Z’ activations, which is why it’s heavily associated with music, fashion and nightlife – but this overlooks other groups that engage with their own cultural worlds,” explains Gabriella Mascia, Insights Planner at PrettyGreen. “It’s about showing up in the moments and topical conversations that resonate with your audience. Everything from raving to running is ’culture’ with the right audience lens. Successful culture marketing is always audience-first – tapping into the insights that excite them, and ensuring your brand becomes a part of those discussions.”

And while culture chatter in the industry has become ubiquitous – the art of creating the connections between brands and their audiences credibly is something that has been pioneered for decades explains Leila Fataar, founder of Platform13 which works with brands and organisations to champion culture-led creativity and storytelling. “Culture is how we communicate, what we wear, eat, see and listen to. It’s how we behave and what and/or who influences us and that includes politics, the media, technology, friends, family etc. It permeates every part of our lives.”

To read the full article, visit Brands and Culture.