IPG Media Lab + MAGNA GLOBAL + Twitter Present: The Impact of Culture

Culture-focused Ads Increase Brand Relevancy and Consumer Purchase Intent

IPG Media Lab
May 20, 2019 · 2 min read

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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?

  • 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.

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IPG Media Lab

The media futures agency of IPG Mediabrands

IPG Media Lab

Written by

Keeping brands ahead of the digital curve. An @IPGMediabrands company.

IPG Media Lab

The media futures agency of IPG Mediabrands

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