The Role of Culture in Consumer Connection

In today’s increasingly globalized world, the intersection of culture and marketing has never been more critical. Culture shapes the way we see the world, influencing everything from our purchasing decisions to our brand loyalties. For marketers, understanding cultural nuances is no longer optional—it’s essential for crafting messages that resonate across diverse audiences. Missteps can lead to campaigns that not only fail to connect but also risk offending potential customers. As companies strive to engage consumers in more meaningful and authentic ways, the importance of cultural insight is evident. Here, five industry insiders share their thoughts on the topic:

“Culture in marketing can be found in any big market. It allows us to hone in on our ideal customer and tap into the emotional aspect of their journey. Highlighting a consumer’s culture within a marketing campaign has proven to yield success and, in some cases, the needed conversions.”—Nathalia Gonzalez-Hurtado, Founder and CEO of Mind Melt Creative Agency

“Incorporating cultural marketing means deeply understanding the diverse values, traditions, and behaviors that shape the communities we serve, especially as a Jamaican living in the U.S. who values diversity and cultural respect. By crafting messages that truly resonate and speak the language of our audience, we build trust and loyalty, reflecting the vibrant diversity of our community in every campaign. This approach not only fosters deeper connections but also ensures our campaigns are meaningful and effective.”—Lauren Gray, Marketing and Events Assistant at SBDC.

"Cultural values of consumers impact how they relate to marketing communications, the brands they prefer, and form brand perceptions. Brand managers who have plans to expand to international markets have to study the cultural values of their target country-markets so that they can adapt their strategies according to the cultural values of their target consumers.”—Cem Bahadir, Associate Professor of Marketing at Florida International University. 

“As the fastest growing demographic in the U.S., and making up 19 percent of the U.S. population, the Latin consumer is a priority for us across multiple playgrounds. Specifically in culture marketing, our focus at Red Bull is on Latin music. The vast cultural diversity within the U.S. market allows for us to tap into multiple genres and tailor our programming per region, allowing us to really give wings to the different communities that make up this population. Our strategy evolves with the demand and deep-rooted opportunity in the community to give platforms to already existing trends versus us coming in and telling the consumer what they want.”—Juliana Martinez, Senior Manager, Culture Marketing, Music at Red Bull.

"Culture fuels modern marketing. Smart marketers know that the way to a consumer’s heart is through activating in areas where people are already playing. We love to gaze upon our own reflection; the best brands know how to be a mirror that reflects the audiences’ culture—their beliefs, their inside jokes, their food, their icks, everything that makes them who they are—back at them in a genuine way."—Sean Francis, Vice President, Creative Executive at Civitas

At Mind Melt Creative Agency, Gonzalez-Hurtado emphasizes the power of cultural insight in marketing, underscoring its importance in connecting with the ideal customer by resonating with their emotional journey and cultural journey. This approach is exemplified in the marketing strategies used for her client Chef Lorena, where every campaign is centered around cultural authenticity. By highlighting the rich culinary traditions that Chef Lorena embodies, the marketing efforts tap directly into the cultural pride and nostalgia of her target audience. Similarly, Coca-Cola ran successful commercials in Turkey several years ago featuring local singers, demonstrating how adapting marketing communications to local interests can significantly enhance engagement. The same can be said for Red Bull’s tailored focus on Latin music to engage the Latin community.  By embracing and celebrating the cultural identities of their target markets, brands like Coca-Cola, Chef Lorena, and Red Bull effectively build stronger connections with consumers, driving both brand loyalty and conversions. 

In an ever-evolving marketplace, the most successful brands are those that listen to their consumers and remain deeply connected to cultural trends. By being aware of the cultural currents that shape consumer behavior, marketers can craft messages that resonate authentically. Culture is the lens through which all marketing is interpreted, and when brands align their communications with the values, traditions, and experience of their audience, they not only build trust but also establish lasting, meaningful connections. This culturally attuned approach elevates a brand’s relevance, fostering loyalty and ensuring that marketing efforts are both impactful and enduring.