Julia Kaiser, Head of Intel Americas, reflects on what cultural relevance truly means.
For quite some time now, cultural relevance has been an ever-present concept, appearing in almost every brief, conversation, and conference. And that’s a good thing, of course. But it can also become one of those shiny traps we in advertising tend to fall for, those ideas that are good and important but that, once we start hyping them up as the ultimate solution, can actually become counterproductive.
Julia sees two main issues getting in our way:
- Issue #1: What we think cultural relevance means.
- Issue #2: Thinking that social media trends are the only way to be relevant.
What do we really mean by cultural relevance?
Are we exploring ways beyond social trends to achieve true relevance? In this piece, our Head of Intel Americas, Julia Kaiser, shares her reflections on the topic.
“Something I’ve noticed is that ‘cultural relevance’ is often just shorthand for TikTok trends, memes, and social media buzz. I’m all for brands joining in, but isn’t that a pretty narrow view of culture?”
Read here Julia’s article about the “Trap of Cultural Relevance”
