More and more brands want to become an authentic part of subcultures in order to build long-term relevance in communities. The OMD report ‘Cultures Driven by Passion’ shows in a survey how cultural marketing creates a strong connection to people, which values are important to young people under 40 and what role advertising plays in this.
𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝘃𝗮𝗹𝘂𝗲𝘀 𝗮𝗻𝗱 ‘𝗽𝗮𝘀𝘀𝗶𝗼𝗻 𝗽𝗼𝗶𝗻𝘁𝘀’
👥Community (36%), cohesion (39%) and harmony (32%) have become more important to respondents. These values are reflected in their cultures, which OMD calls ‘passion points’.
🌎55 per cent of respondents feel strongly connected to their culture.
❤️ The most popular passion points are music (66%), film & television (63%), nature (62%) and travel (60%).
𝗦𝘂𝗯𝗰𝘂𝗹𝘁𝘂𝗿𝗲𝘀 𝗮𝗻𝗱 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆
🧘♀️ There are many subcultures within the passion points. For example, hikers are usually 30 to 39 years old, while the yoga subculture is more female and younger.
📜 Successful brands must fulfil the needs of subcultures (68%), fit in with their values (67%) and be integrated into their lifestyle (55%).
🤝 A credible representation of these values enables a deep relationship with consumers.
𝗖𝗼𝗺𝗺𝗶𝘁𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝘀𝘆𝗺𝗽𝗮𝘁𝗵𝘆
❗ Brands should get involved in subcultures through sponsorship or advertising partnerships. 76% of respondents find these brands more likeable, 71% feel more connected to them and 69% buy them more often.
🖥️In addition to exclusive offers, people value personal contact with the brand, such as direct answers to questions and unique promotions. If you fulfil these expectations, you can sustainably increase your relevance in the relevant communities!
