Advertising’s role in shaping culture

Brands can play a vital role in enhancing culture by creating collective experiences

Key points:

• Advertising has the power to shape and change culture, a recent global survey found.
• Other findings from the survey highlight the need for authenticity and a broad worldview.
• Brands can play a vital role in creating these collective experiences and tying into people’s identity by facilitating true self-expression by helping consumers be themselves and, in turn, connect with like-minded people.

How can advertising influence culture?

Brands can contribute significantly to culture by generating shared experiences. Advertising is everywhere, appearing on TV, billboards, social media, and websites, as well as through influencer marketing, product placement, and event sponsorship. Companies invest heavily to promote their brands and attract customers to their products or services. Beyond these commercial objectives, there are opportunities for advertising to serve a broader and more selfless societal role.

What does studies reveal about advertising's impact on culture?

A global survey conducted by Amazon Ads examined the connection between culture and advertising. Most respondents from an online survey of 21,600 individuals aged 18 to 64 believe that advertising can influence and transform culture. The study showed that two-thirds of people desire a stronger sense of community, with more Gen Z and Millennials (70%) sharing this wish in contrast to 58% of Boomers. Additionally, 70% feel that society is more divided than ever. This is especially evident in the US, given the approaching election and rising tensions.

What values do people find important in advertising?

The survey also emphasised the importance of authenticity and a comprehensive perspective. Nearly three-quarters of monthly streaming TV viewers (72%) think it is crucial to learn about and engage with diverse cultures globally, while 58% believe it is significant to observe unique traits and true personalities in cultural representation.

How can brands connect with consumers?

As the rapid pace of cultural change can leave many feeling isolated, significant events that unite groups are increasingly important, the research revealed. Brands can be instrumental in crafting these shared experiences and connecting with people's identities by enabling genuine self-expression, thereby assisting consumers in being themselves and connecting with like-minded individuals.

This research suggests that people no longer wish to be instructed on how to feel; instead, they want to voice their emotions. They want to participate in the conversation and feel included. If a brand can understand how to achieve this, it can build trust and support.