83% of marketers believe connecting with culture integral for business growth

Culture is having a big effect on marketing and the growth of brands. In a recent study, 83 percent of brand marketers said that connecting with wider culture is important for business growth, and 71 percent said they seek to contribute to culture and deliver something of value beyond products and services.

The recent "Creating Cultural Value Study" from Kantar Added Value surveyed 100 senior brand leaders from the U.S., U.K. and France.

"Brand marketers have told us that the topic of culture is rising on their agenda, as they consider the contributions they wish to make to people's lives beyond products and services. Creating cultural value is playing an increasingly strategic role as a driver for brand engagement and expression," said Helen Firth, senior VP, Kantar Added Value. "Brands are taking action by investing in initiatives that make the right contribution to culture. Marketers are beginning to think about 'cultural content' over 'branded content' – connecting with aspects of culture that are meaningful to the brand's target audience."

The study also noted that 73 percent of respondents said their marketing department will need to act like a "cultural radar" in order to connect with consumers with what they find relevant. In addition, 63 percent of the marketers claim they will invest more money in initiatives they feel make the contribution to culture for their brands.

Finally, 50 percent of respondents said they need for their brand to "be more human" – meaning, brands are challenged with connecting more to the consumer. Only about 33 percent think their marketing team has nailed this concept. And to be more human, 77 percent of those surveyed agreed that businesses need to connect with culture in order to achieve this.

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