What to know

In marketing, cultural relevance is being able to understand, communicate with, and respond to a consumer group in a relatable manner. To create a direct and authentic conversation with their consumers, brands must remain culturally relevant. This requires a deep understanding of the ever-changing cultural landscape to ensure messaging that goes beyond the surface and genuinely resonates with consumers. 

One way to do that is through enculturation — the process of finding the passion points, the cultural cues, and the values of a consumer segment/group and using them to reshape the messages in a more authentic and impactful manner.

Cultural relevance asks individuals, brands, and organizations to immerse themselves in the experiences of their consumers, engaging with the social and cultural realities that shape them and their world. Achieving cultural relevance requires cultivating consumers’ passions and values over time. This will help ensure that a brand and consumer relationship is genuine instead of simply transactional.

Additional resources

• Cultural Relevance in marketing: Now more important than ever (Media Post)
• So Your Brand Wants Cultural Relevance? Your Marketing Playbook Needs To Change (Adweek)