What to know

Dominant culture refers to the cultural beliefs, values, and traditions that are practiced by those in power in society and, therefore, take precedence over others. Dominant cultures are seen as the standard against which all others are measured; cultures that diverge from the dominant one are often devalued, marginalized, and associated with low social capital. 

In marketing, the dominant culture may siphon resources away from other potential segments. This practice can ultimately be detrimental for brands at a time when diverse audiences are commanding increased purchasing power. 

Marketers looking to connect authentically with segments from diverse communities should be aware of the tendency to cater to the dominant culture and intentional about creating campaigns that speak to cultures that are less well-represented. This shift will foster equity and inclusion as well as help brands thrive in a space where diversity is not just recognized but celebrated.

Additional resources

• Dominant Culture (The Decision Lab)
• What does “dominant culture” mean in the workplace?  (BetterUp)