Consumers Say It’s Important for Brand to Take a Stand, But They Must Be Thoughtful and Authentic in Their Approach
NEW YORK – May 20, 2019 – “The Impact of Culture: What it Means for Brands Today” – a new study released today by Twitter, MAGNA and IPG Media Lab looks at the consumer view of brand involvement in culture.
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?
Highlights from the study include:
- Being involved in culture is nearly as important as having a strong brand image: Cultural relevance accounts for 25% of product purchase decisions.
- The definition of culture has expanded: When asked how they think about culture in their own lives, 83% of consumers expressed that they think of culture as something other than just the traditional measures such as language, religion, and cuisine.
- 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.
- Cultural relevance matters: While the general population prefers brands of high cultural relevance to brands of low cultural relevance (39% vs. 32%), this is especially true of Twitter users.
- Celebs are not the biggest culture drivers: Celebrity endorsements were the least popular way consumers believe brands can become more culturally relevant.
- Giving back is key, especially for Twitter users: 58% of consumers – and 65% of Twitter users – agree that brands should be philanthropic.
“Brands simply can no longer sit on the sidelines while the most important cultural conversations are taking place and reshaping the world we live in,” said Deidre Smalls-Landau, global chief cross-cultural officer, UM Worldwide. “Consumers want to know they are giving their money to companies that share their values and are as passionate about social issues as they are. In short, brands that do good will likely do well.”
“Brands come to Twitter to understand what matters to their audience, and the findings in this study underscore the fact that Tweets are important cues.” said Stephanie Prager, global head of agency development at Twitter. “As consumers become more complex and discerning, its critical for brands to keep pace.”
For this study, consumers were asked about their opinions regarding brand involvement with culture. The second part of the test served both traditional, product-ads and culture-focused ads to participants on their Twitter feed. A post-exposure survey was then conducted to measure a number of key brand metrics – including ad recall, brand perceptions, etc. – and to elicit qualitative feedback.
Twitter, Inc. (NYSE: TWTR) is what’s happening in the world and what people are talking about right now. On Twitter, live comes to life as conversations unfold, showing you all sides of the story. From breaking news and entertainment to sports, politics and everyday interests, when things happen in the world, they happen first on Twitter. Twitter is available in more than 40 languages around the world. The service can be accessed at twitter.com, on a variety of mobile devices and via SMS. For more information, visit about.twitter.com or follow @twitter. For information on how to download the Twitter and Periscope apps, visit twitter.com/download and periscope.tv.
MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.
MAGNA harnesses the aggregate power of all IPG media investments to create leverage in the market, negotiate preferred pricing and secure premium inventory to drive maximum value for our clients. The MAGNA Investment and Innovation teams architect go-to-market investment strategies across all channels including linear television, print, digital and programmatic on behalf of IPG clients. The team focuses on the use of emerging media opportunities, as well as data and technology-enabled solutions to drive optimal client performance and business results.
MAGNA Intelligence has set the industry standard for more than 60 years by predicting the future of media value. The MAGNA Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand as well as ad effectiveness.
About IPG Media Lab
Part of the Interpublic network, the IPG Media Lab identifies and researches innovations and trends that will change the media landscape and how brands engage with their audiences. Since 2006, the Lab has worked with our clients and with industry partners who can help them best adapt to disruptive change. Its expertise, resources and consulting services also help to inform the learnings, strategies and business outcomes of all Interpublic agencies. For more information, please visit https://www.ipglab.com/or follow @ipglab.
SVP, Global Corporate Communications