In today’s fast-paced marketing world, the mantra is that brands must keep up with the rapid pace of cultural changes or risk becoming irrelevant.
While we all tend to agree on this as a core tenet of the work we do, it’s crucial to recognise the inherent risks in this pursuit. Sometimes, moving at the speed of culture implies moving at the speed of change, focusing on the biggest shifts.
But culture is not monolithic. It’s as much about what endures as it is about what transforms. Moving at the speed of culture doesn’t always mean moving at the fastest speed. Ignoring the nuances and complexities of cultural creation can lead to campaigns that feel shallow and inauthentic.
The same goes for dismissing behaviours we feel are outdated because they occupy less space in the zeitgeist, yet still represent a disproportionate part of what people do day in and day out (particularly in the world
of media).
There’s also the danger that when brands chase new cultural trends too closely, creativity can be stifled. When the fear of missing out on the hot trend becomes a cult of the moment, everyone starts to look and feel the same, leading to, using the old cliché, a sea of sameness that fails to truly resonate with audiences.
To truly resonate in the Middle East, brands must move beyond simply keeping pace with change. They must authentically champion cultural movements aligned with their core values, understanding the nuances that make this region so unique.
We cannot ignore that the Middle East is a region undergoing rapid transformation, and it’s exciting, from mega-projects and gender equality advancements to a flourishing local creative scene.
However, change isn’t always seamless. It’s essential to be empathetic to the cultural ripples these changes create. The feelings of needing to anchor tradition or reclaim the past are valid and reflect a desire to maintain a strong sense of identity. This isn’t about choosing between modernity and tradition; it’s about appreciating the complexity between the two and making it work.
This complexity presents unique challenges for advertisers. A homegrown brand’s message might resonate as genuine, a legacy brand might seem out of touch, and a global powerhouse might struggle to find its footing.
So, how can strategy help navigate these complexities?
Understand the real consumer
Syndicated data is valuable, but it can’t capture the nuances of individual experiences. Invest in qualitative research, ethnographic studies, and real conversations to understand the true needs and desires of your audience.
Listening is a superpower. Winning brands listen to their customers and turn that discourse into action at scale. Forward-looking brands turn to their audience for the brief, creating campaigns that reflect real consumer insights and needs.
Build teams with diverse culture
Advertising is a team sport.
Assemble teams with diverse perspectives and complementary skills to ensure layered views that create campaigns that resonate on multiple levels.
Examine change through multiple lenses
Sometimes traditional behaviours manifest through modern channels (e.g. education, not entertainment, tops the podcast charts in the Middle East). Other times, generational views around cultural changes overlap.
Gaming is becoming a strategic priority in the region; adoption and infrastructure growth are tremendous, but there is still a generation that doesn’t see this as a viable career path for its kids. These different realities coexist every day, highlighting the importance of understanding the nuances within a single cultural shift.
Embrace regional diversity
The region we serve is vast, covering everything from sprawling modern urban areas to rural regions with different lifestyles. It’s natural that this diversity affects everything from retail preferences to fashion choices.
For example, abayas have evolved to become fashion statements in Saudi urban centres, while in more conservative areas, they maintain their traditional significance. One size does not fit all, and it’s important to remember that the speed of change is not constant everywhere.
Being mindful of these differences can make our strategies more inclusive and effective.
Move beyond signalling
Don’t just reflect change; drive it. Create initiatives that benefit the communities you serve and address real social issues.
Empower audiences via product innovations that adapt to their changing lives rather than just reflecting them or celebrating them.
Thriving in the frictions of culture
The frictions that cultural change creates are fertile territory for brands to explore. These tensions create unique blends of spaces and territories that can help us break through.
The more caught up we are with modernity, the more we yearn for simpler times. The more advanced
our cities become, the more we seek escape to nature. The more global our world, the deeper the search for authenticity becomes.
Moving at the speed of culture is not just about keeping up; it’s about leading with empathy and authenticity.
Brands that do this effectively will build meaningful, long-lasting connections in a region that’s rich in diversity and complexity.
By Alejandro Fischer the SVP of Strategy and Product Innovation at Havas Middle East
