What shoppers in the U.S. expect from online brands today has completely changed. 

To connect a brand with people, you need to go beyond aesthetics. Your marketing must reflect a genuine understanding of their unique culture, values, and identity. 

For 63% of consumers, diverse representation in advertising is important. The modern consumer rewards brands that practice inclusive and culturally aware marketing. Around 47% of consumers state they are likely to purchase from a brand that includes diversity in its advertising.

In this article, we’ll share how you can build genuine connections that help your business grow while respecting the communities you serve.

#1 Avoid One-Size-Fits-All Messaging

Ditch the ‘one-size-fits-all’ mindset and embrace what makes each culture unique because the era of mass-market, monolithic messaging is over.

Language is the most direct bridge to a community. This goes far beyond literal translation. In some cultures, such as Germany, a more formal mode of address, such as using “Sie” for “you”, is expected in business communications. But a casual tone works in the U.S. 

Chevrolet, for instance, tried to sell its “Nova” car in Latin America, not realizing that “no va” in Spanish literally means “it doesn’t go.” So, it wasn’t exactly a great sales pitch.  

Visual elements are powerful. But do you know that their meanings are deeply encoded with cultural significance? People want to see themselves reflected in marketing. So, use images that depict diverse families, communities, and individuals to create a sense of inclusion.

The symbolism of color is another important consideration. In Western cultures, red often signifies love or danger. But in China, it represents luck and love. Conduct thorough research so that your brand’s visual identity aligns with the desired emotions and values in a specific cultural context. 

#2 Build a Culturally Diverse Team

Your team shapes every aspect of how your brand shows up in the world. Having people from different cultural backgrounds involved in decision-making prevents costly mistakes and opens up opportunities you might never have considered.

This goes deeper than hiring for language skills, though that’s certainly valuable. You need people who understand cultural nuances. That is, why certain colors might be problematic, how family structures influence purchasing decisions, or what social media platforms matter in different regions.

Different perspectives improve your product development, too. Someone who grew up celebrating different holidays might suggest product bundles or seasonal items that wouldn’t occur to others.  

Microsoft is a case in point. It has made diversity and inclusion a core pillar of its corporate strategy. 

If building a culturally diverse team feels tough, especially across borders, consider using Employer of Record (EOR) services. The main role of the Employer of Record is to act as the official, legal employer for your international team members. 

That isn’t all, however. According to the global HR and payroll platform Remote, Employer of Record service can take care of the complex HR tasks required to hire workers in different countries. This includes their pay schedule, what currency they are paid in, their required vacation time, and all the other local specifics. 

#3 Celebrate Local Festivals

The holiday season is a big deal for businesses, but the celebrations don’t stop in December.

Events like Diwali, Lunar New Year, Juneteenth, Día de los Muertos, Hanukkah, Kwanzaa, Ramadan, and Eid al-Fitr also exist. Make them a part of your cultural calendar. 

Celebrate them with authenticity, however. Or your efforts might come across as disrespectful and exploitative. 

One way to avoid this is to focus on universal values that underpin many holidays. Themes like generosity, community, family, peace, and togetherness are relatable across diverse cultures and beliefs. 

Target often excels at this. Its holiday advertising showcases a variety of families and friends coming together to celebrate, a message that is broadly inclusive.

You can also partner with a non-profit organization relevant to the holiday to give back to the community. During the holiday season, the retailer M&S, for instance, partnered with a platform to donate £1 million to local community groups. This tied its commercial success directly to community support.

Also, use neutral, all-inclusive language. Phrases like “Happy Holidays,” “Season’s Greetings,” or “Warm Wishes” are inclusive of all faiths and traditions.

Weaving a Cultural Tapestry for Sustainable Growth

Marketing with culture in mind isn’t about ticking off a checklist but showing real respect and effort. 

The brands that successfully weave this rich cultural tapestry into their operations will not capture greater market share. Not only that, but they will also build brands that are deeply and meaningfully connected to the diverse fabric of the communities they serve. So, let culture lead the way and your business will follow.