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.

Advertising is ubiquitous, whether it’s on TV, billboards, social media and websites, or via influencer marketing, product placement or event sponsorship. Companies spend billions to put their brands out there and entice customers to buy their products or services. But apart from such obvious commercial purposes, could advertising also play a wider and more altruistic role in society?

A majority of respondents to a global survey by Amazon Ads exploring the relationship between culture and advertising believe so. The online survey of 21,600 respondents aged between 18 to 64 found that 63% agreed that advertising has the power to shape and change culture.

The research found that two-thirds of individuals want to feel a greater sense of kinship and community, with a higher portion (70%) of Gen Z and Millennials expressing this desire compared to 58% of Boomers. Furthermore, 70% believe that society feels more divided than ever. This especially resonates in the US with an upcoming election when tension is higher than ever.

Other findings from the survey highlight the need for authenticity and a broad worldview. Almost three-quarters of monthly streaming TV viewers (72%) feel it’s important to learn about and be exposed to different cultures from around the world, while 58% said it’s important to see “weirdness” and real personalities of people represented in culture.

As the speed at which culture changes can be isolating for many people, big moments that bring groups of people together are necessary now more than ever, the research revealed. 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.

What this is all showing is that people no longer want to be ‘told’ how they should feel, they want to ‘tell’ you how they feel. They want to be part of the conversation – to feel included. If a brand can crack the code on how to do this, they can create loyalty and advocacy.