Global marketing campaigns are the way of the future in an increasingly interconnected world, but what makes sense in one culture can make little sense, or even cause offense, in another. Here is where cultural sensitivity comes in.
Cultural sensitivity, in essence, means being understanding and respectful about the values, traditions, and customs of diverse cultures. The recognition that an audience has different perspectives because of its cultural backgrounds can lead to marketing blunders if these are not considered.
One famous example is Pepsi’s 2017 ad featuring Kendall Jenner, which was criticized for trivializing social justice movements. The backlash highlighted the importance of understanding cultural and social contexts before launching a global campaign.
The culturally sensitive marketing approach avoids adverse reactions while it promotes more positive relations with various target groups. This reflects a brand’s value for its customers, as such sensitivity creates a form of trust and loyalty. For example, the Coca-Cola “Share a Coke” campaign used bottles to print popular names in the local dialect of regions.
Brands must study through local expertise to ensure research results are relevant for implementing cultural sensitivity by testing ads or campaigns before launches with the relevant focus groups and communities.
Ultimately, cultural sensitivity in global marketing can be termed strategic courtesy to guarantee the least pitfalls, effective connections between meaning and diversely distributed people and a globally sound presence for your brand.
#GlobalMarketing #CulturalSensitivity #BrandStrategy #ThinkGlobalActLocal #MarketingInsights