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Societal Marketing

What is Cultural Relevance? And How It Impacts Your Marketing Strategy

  • By Dennis McMahon
  • July 10, 2023
What is Cultural Relevance? And How It Impacts Your Marketing Strategy


As organizations strive to target certain demographics, establishing cultural relevance has become a key factor in the success of their efforts. This article explores what cultural relevance is and why it matters for marketing.

What is Cultural Relevance?

Cultural relevance is the ability of an organization or business to meet the needs and beliefs of a particular culture or community. This includes understanding the target audience’s values, beliefs, and behaviors and the culture’s language, customs, and traditions. Cultural relevance is important because it ensures that what is being offered is tailored to the needs and preferences of a particular body of people.

Beyond simply understanding the nuances of a particular group, it also requires entities to create products and services that reflect the values of that culture or community. This means an organization’s offerings must integrate unique language and design elements in an authentic and meaningful way.


Benefits of Cultural Relevance

By leveraging cultural relevance, companies can cultivate an inclusive and welcoming environment for all employees, prospects, and customers, thereby creating a more productive and profitable organization. The following are several benefits of cultural relevance and how you can leverage these advantages to increase awareness and gain a competitive edge.

Increased Customer Engagement

When an organization is culturally relevant, the audience is more likely to engage with your products and services. This engagement can lead to increased awareness, new sales, improved customer loyalty, and an expanded audience. Also, when people feel included and appreciated are more likely to provide positive feedback and express their support.

Improved Employee Satisfaction

A culturally relevant workplace can create a more favorable environment for all employees. Employees feel respected and valued, leading to increased job satisfaction and morale. Increased satisfaction means better performance, less turnover, and more productivity.

Enhanced Brand Image

Organizations can create a more positive image in the marketplace by being culturally relevant. Consumers are more likely to trust and support a business that is open and welcoming to all, which can lead to increased brand recognition and loyalty.

Increased Innovation

A diverse and inclusive workplace can provide the opportunity for more innovative ideas and solutions. By embracing different perspectives and approaches, organizations can create more innovative products and services that can help them stay ahead of their competition.

Greater Access to Talent

Organizations can gain access to a larger pool of potential employees by being culturally relevant. An inclusive workplace can attract top talent who may not have considered joining the team otherwise.

How to Achieve Cultural Relevance


To appeal to those you aim to serve, you must stay on top of your audience’s evolving preferences. This will ensure you always know what they need and that you’ll be ready to deliver.

Here are some tips on how to achieve cultural relevance:

1. Understand Your Audience

The first step in achieving cultural relevance is understanding your audience base’s culture. Take the time to research and learn about their cultural values and beliefs. This will help you better appreciate what they stand for and will allow you to develop strategies and products that are tailored to their needs.

2. Hire a Diverse Workforce

Hiring a diverse workforce is an important step in achieving cultural relevance. A diverse workforce ensures that your organization better understands different cultures and perspectives. It also shows evidence that your organization is represented by multiple cultures and backgrounds, reflecting positively on your brand.

3. Participate in Cultural Events

Participating in cultural events is a great way to show appreciation for different cultures. Consider sponsoring or attending cultural events in your area or hosting your events. It shows prospects your organization is committed to respecting and being part of their cultures and values.

4. Use Multicultural Marketing

Multicultural marketing is a great way to reach a diverse audience base. Consider creating marketing campaigns targeting specific cultures or featuring diverse models and actors. When done with sincerity and authenticity, this will show that your organization understands and appreciates the cultural perspective of its customers.

5. Support Cultural Causes

To maintain cultural relevance, you must focus on more than just your products and services. You must also focus on conveying a message of inclusiveness and respect for all cultures by supporting what they believe in. Consider donating to or volunteering for organizations that focus on cultural issues or causes. This shows your audience that you care about their culture and are willing to support it.

6. Use Multicultural Language

Using multicultural language is a great way to show respect for different cultures. Consider using language in your marketing materials and other communications that reflect the culture of your customer base. Gone are the days of simple translation, if you want to resonate with those who speak a language other than English, seek the support of someone native to the audience’s community who can help you ensure your messaging is culturally relevant.

7. Incorporate Cultural Design

Incorporate elements from different cultures into your design, such as colors, symbols, and patterns. This approach will help your campaigns and marketing materials better connect with your audience by being aesthetically authentic.

8. Provide Cultural Education

Host seminars or workshops that focus on cultural issues or offer classes that teach the history and values of different cultures. By being a thought leader in your area of service and you will shine above a noisy media landscape.

Redefining Your Marketing Strategy with Cultural Relevance

Establishing cultural relevance is essential for any organization looking to succeed in multicultural marketing. It is a challenging but rewarding strategy, requiring organizations to be constantly aware of their audiences’ values and preferences. Utilizing a marketing agency that has a strong understanding of cultural nuances, and trends is essential for those seeking to make an impact on their target audiences.

HyFyve is a full-service marketing agency that understands the importance of cultural relevance and can help organizations look their best. With our expertise and experience, we can help you develop strategies that resonate with your target audience and drive measurable results. Contact us today for more information on how to create a culturally relevant marketing campaign.


How can small businesses with limited budgets implement cultural relevance in their marketing efforts?

Small businesses can implement cultural relevance by focusing on deep community engagement, utilizing social media to highlight culturally relevant content, and partnering with local cultural organizations. This approach allows for authentic representation without significant financial investment.

What are the risks of misinterpreting cultural signals in marketing, and how can they be mitigated?

Misinterpreting cultural signals can lead to brand damage and alienation of target audiences. To mitigate these risks, businesses should conduct thorough research, engage with cultural consultants, and involve community members in the marketing planning process to ensure accuracy and sensitivity.

Can cultural relevance evolve over time within a brand’s marketing strategy, and if so, how should brands adapt?

Yes, cultural relevance can evolve as societal norms and values shift. Brands should stay informed about cultural trends and societal changes, regularly review and update their marketing strategies to reflect current cultural contexts, and be open to feedback from their audience to adapt effectively.

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