Brands that aren't actively seeking to build cultural credibility risk losing relevance with the next generation. As a young individual, I use brands to signal my lifestyle associations and reinforce my identity. I'm part of a generation that continuously prioritises brands with strong cultural equity. In fact, it's been discovered that consumers like me are willing to spend up to 50% more on brands that resonate with our chosen social identities.
This means thinking beyond the confines of brand categories and the rigidness of established heritage. Instead, it's about exploring cultural territories that are congruent with a brand's DNA, and where I can feel a sense of purpose and role.