February 22, 2019 / Insight

Embracing Individual’s Heritage

Brands embracing diversity are set to reach consumers one step ahead of the curve. With globalization ingrained in our diversified urban lives, cross-cultural relations and communication, brands are beginning to appeal to a wider set of audiences.

With many consumers now coming from multi-heritage backgrounds, exploring the space between heritage and identity is becoming more important. Redefining consumer landscapes to reflect the individual and not just one ‘cookie cutter’ consumer will become key for brands to build relationships.

Artists, designers and brands have started to explore these themes, navigating the space between the sometimes-uncomfortable truths of history and current society.

David Adjaye recently opened his exhibit in The Design Museum, which showcases six of his major projects. Each monument broaches, ‘How architecture can be used to record memories and shape past events… but also help us gain a better understanding of [life] today’. He looks at how cultures have shaped our identities and how buildings can reflect this.

Bompas and Parr recently teamed up with Ancestry, creating food inspired by participants’ DNA. An evening of education about unique roots, combined with unique experience, created a culinary experience like no other.

Brands should be acknowledging and exploring a multitude of celebrations in a non-tokenized way.

Treating different holidays from around the world as a key part of consumer identities and not just a marketing tool will build rapport and trust.

Brands are also engaging with the growing amount of bilingual consumers. Selfridges’ fashion film New Year, New Beginnings is directed by Anglo-Chinese photographer Alexandra Leese, and explores the New Year experiences of five London-based Chinese creatives. Highly respectful, the film unusually runs in Chinese with English subtitles.

62% of consumers feel they are underserved in the UK’s third biggest holiday, Ramadan. Food chains Sainsbury’s, Tesco and Aldi are all starting to notice the demand, with deals targeting popular food around the holiday.

In the years to come we shall see more brands embracing holidays such as Chinese New Year, Diwali and Hanukkah. This comes in conjunction with non-secular holidays that are on the rise, such as Galentine’s Day, Singles Day and Halloween.

Key Insights

  • Brands must incorporate different interests and identifies to create unique experiences and products to create a unique relationship of inclusivity and understanding.
  • Celebrating holidays from many cultures will incite inclusivity, and encourage diversity and understanding.
  • Authenticity is important when celebrating other cultures. Looking into to localised markets and consumers will ensure brands do not come across as inauthentic.

Related Articles