In today’s increasingly interconnected and globalised world, cultural relevance has moved from being a peripheral marketing consideration to a central pillar of brand strategy. Consumers don’t live in isolation; they are shaped by the world around them – a world of shifting cultural dynamics, fast-moving social conversations, and evolving values.
As such, brands today operate in culture, not above it.
Culture is the fabric of human life – everything made, consumed and experienced –
and it acts as the primary currency through which brands connect with people.
Brands that align authentically with cultural nuances, values and traditions create stronger emotional connections, foster trust, and ultimately drive loyalty and growth. Those that fail to do so risk alienation or irrelevance.
Trying to stay at the forefront of culture, however, is a delicate art.
It can make or break a brand. Consider the two sharply contrasting examples:
- Johnnie Walker’s ‘Keep Walking’ campaign breathed new life into a legacy brand by connecting with a younger, more diverse audience. The campaign’s authentic embrace of perseverance and personal progress wasn’t just culturally resonant it grew the brand by nearly one-third in terms of revenue.
- Meanwhile, Bud Light’s partnership with transgender influencer Dylan Mulvaney though rooted in a well-intentioned effort to engage a broader, more progressive demographic clashed with its traditional core audience, leading to a sharp and very public decline in market share.
These examples highlight a crucial truth: culture is not static, and brands can’t simply 'borrow' it or treat it transactionally. Culture is a living, evolving medium and brands must authentically participate in it to build meaningful, lasting relationships.
Today’s consumers, particularly Millennials and Gen Z, expect brands to do more than sell products. They expect them to have a meaningful, credible role in society. They want brands to take a stance, foster dialogue, and reflect the world they live in. According to research from Kantar, brands that play a vibrant, authentic role in culture outperform competitors in terms of brand equity and growth. And this effect is magnified during volatile periods, such as the current ‘poly-crisis’ world (a term popularised by historian Adam Tooze), where overlapping economic, social, and political challenges are redefining consumer priorities daily.
Yet, building cultural resonance isn’t simply about chasing trends.
It requires a balance of long-term brand building (consistency, vision, purpose) and short-term cultural agility (reactivity, innovation, communication). Brands must invest in both in order to thrive.
So, what does it mean to build cultural resonance in 2025 and beyond? Here are some practical recommendations for marketers:
- Measure your cultural vibrancy
First, brands must understand where they currently stand. How culturally vibrant are you compared to your competitors? Without a benchmark, it’s impossible to act effectively. At Kantar, for example, we use our VIBE metric to measure a brand’s cultural vibrancy and identify gaps. Whatever tool you use, it’s critical to have an objective view.
- Think foresight, not just insight
Most brands are good at reacting to current consumer insights. But the real winners anticipate what’s next. They execute off emerging cultural signals, not just what’s popular today. Think about how Nike has consistently stayed ahead of cultural shifts by championing emergent movements, they have built disproportionate brand equity over time. If brands fail to future-proof, they risk anchoring their strategy in ideas already becoming obsolete.
- Build ‘culture in’, not ‘product out’
Brand building today requires integrating cultural thinking from the inside out. This means respecting both Slow Culture, the deep-seated, slow-moving beliefs and values; and Fast Culture, the dynamic, transitory trends that express broader social aspirations.
Long-term commitment and consistency build brand DNA. Speed and agility in activation, innovation, and communication ensure brands stay fresh and relevant in fast-moving conversations. Heinz’s rapid-fire launch of ‘Ketchup and Seemingly Ranch’ in response to a viral Taylor Swift moment is a great example: agile, playful, and on-brand.
Marketers must learn to master the tension between these two forces to thrive.
- Create emotional clarity through cultural relevance
Emotion is the bridge between brands and consumers. Brands that tap into culturally resonant emotions build stronger relationships, loyalty, and commercial success. Culturally relevant brands don’t just sell products they build belonging, identity, and meaning.
Tailoring messaging and experiences to reflect cultural identity shows consumers you truly understand and value them, creating bonds that go beyond transactional interactions.
Why now?
As mentioned, we are living in what historian Adam Tooze called a poly-crisis – an era where multiple crises interact, creating volatility and uncertainty. This is precisely not the time for brands to pull back. Research consistently shows that investment in innovation and execution during tough times is cheaper, more impactful, and drives greater market share growth compared to stable periods.
Brands that stay culturally vibrant during downturns set themselves up for outsized growth when the market stabilises.
Cultural relevance isn’t a fleeting trend it’s a business imperative.
Brands must not only keep pace with culture but seek to shape it authentically. By understanding their role within the cultural fabric and showing up credibly, brands can create the kind of deep, emotional connections that drive both brand equity and business growth.
As culture continues to evolve rapidly, the brands that will win are the ones that are not only in the conversation but shaping it.
Colin MacArthur, Managing Partner – Consulting, Kantar Australia