Lunar New Year is approaching, providing another opportunity for brands to deliver culturally relevant campaigns. Successful brands can forge meaningful connections with diverse audiences, such as the Asia-Pacific community, communicate values of inclusion, and engage consumers in new markets. Unsuccessful brands risk losing equity, loyalty, and, ultimately, sales.
Nearly two-thirds (62%) of consumers support brands that offer targeted multicultural and diverse-focused services, products, or experiences, per the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (ANA AIMM).
The key is authenticity—but what does that really mean? Here are five tips to get culturally driven marketing right, drawing insights from real-world examples.
1. Understand the cultural significance
Slapping cultural symbols and phrases across products or promotions isn’t enough to truly honor a special day. This risks being insensitive and hurting a brand’s credibility. To respect tradition, don’t skip the research stage—take time to understand the event’s context and history and involve team members who have personal connections with it.
Case study: Ikea’s Ramadan collection includes kitchenware and home decor featuring colors inspired by the Blue Mosque in Istanbul. Ceramics, cushions, and lanterns are included to help hosts celebrate the three-day Eid al-Fitr festival of fast-breaking.