Consumer behavior is strongly influenced by geographic surroundings, society, and culture. Culture shapes the belief systems, values, and customs of large groups of people, and marketers must be aware of these cultural differences to effectively engage their target audience.
The word "culture" often evokes thoughts of regional influences, but it’s subcultural behavior that has the real power to shift how marketers approach a society. Subcultures, such as the growing anti-animal consumption movement, are changing how products are packaged, labeled, and marketed. These strong values influence whether people choose to purchase—or avoid—certain items. Take the Oreo cookie, for example. It’s known in the vegan community as being safe to eat, yet the brand intentionally avoids labeling it as "vegan" to prevent alienating other consumers. This highlights the delicate balance brands must strike when considering cultural sensitivities.
Communication style also plays a major role in how advertisements are received across different cultures. The tone, nature, and format of an ad need to resonate with the cultural context in which it’s presented.
In the U.S., for instance, one of the most iconic moments for advertisements is the Super Bowl, where ads often tap into shared cultural references and social moments. These ads connect with viewers because they reflect common experiences and humor.
However, the same ads would likely fall flat in Europe. Without the cultural connection to American football or the same pop culture references, they wouldn’t land with European audiences, highlighting how crucial cultural understanding is in marketing.
Understanding both mainstream culture and niche subcultures is key to crafting messages that feel authentic and engaging, no matter the region.