The Rise of the Cultural Consumer: Understanding the Modern-day Shopper
In the past, shopping was merely a transactional experience. People walked into stores, bought products, and left. However, the rise of the cultural consumer has changed the game. The modern-day shopper places high importance on the cultural value of their purchases. Brands that can offer a sense of cultural connection in addition to quality products are the ones that stand out in the current marketplace.
What is a Cultural Consumer?
Cultural consumers are individuals who consume cultural experiences in their daily lives. They value authenticity, creativity, and originality. In essence, they seek out products that represent their identity, values, and beliefs. These consumers believe that what they buy represents who they are as people and as members of a larger society.
Why the Rise?
The rise of the cultural consumer can be attributed to several factors. The first is the rise of social media and digital platforms. Today’s consumers have more access to information about the products they buy, which creates a demand for transparency and authenticity. The second factor is the rise of millennial and Gen Z consumers who are more ethnically diverse and socially conscious than previous generations. This group seeks out brands that reflect their values and beliefs.
The Impact on Brands
The rise of the cultural consumer has forced brands to rethink their marketing strategies. In the past, brands relied on advertising campaigns to promote their products. However, today’s consumers don’t trust advertising as much as they used to. Instead, they seek out brands that have a sense of cultural connection and relevance. Brands that can authentically represent cultural values and diversity do better in the current marketplace.
Examples of Cultural Connection
One example of a brand that has successfully tapped into the cultural consumer market is Nike. The “Dream Crazy” campaign released in 2018 featured former NFL quarterback Colin Kaepernick, who is known for his protests against police brutality. The campaign received both praise and criticism, but it ultimately led to a 31% increase in sales for Nike.
Another example of a brand that has successfully connected with cultural consumers is Ben & Jerry’s. The ice cream brand has a history of supporting social justice causes and promoting activism. Their “Justice ReMix’d” flavor was launched to raise awareness about criminal justice reform.
Key Takeaways
The rise of the cultural consumer is changing the way we think about shopping. Consumers today want to buy products that represent their identities and values. Brands that can authentically connect with cultural values and diversity are the ones that stand out in the current marketplace. To succeed in today’s marketplace, brands must go beyond promoting their products. They must also promote their values and connect with their consumers on a deeper level.
