International audiences want brands to represent global culture by embracing diversity and depicting people in nuanced and respectful ways. As detailed in a new Amazon Ads report, “From Ads to Zeitgeist,” research shows that dynamic creativity in linking brands with global artists and entertainment titles, plus the involvement of fandoms to an unprecedented degree, is the way of the future.
For the report, Amazon Ads connected with experts and consumers via interviews and focus groups, and conducted a survey with 21,600 respondents ages 18 to 64, across 12 countries (Brazil, Canada, France, Germany, Italy, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, the U.K. and the U.S.).
Consumers enjoy their own, unique tastes, but they also relish being part of a community. Interestingly, brands themselves play a more significant role than previously realized in shaping collective experiences, with 63% of those polled agreeing that brands create communities and bring people together.
“Everything can feel very detached today,” said one respondent from Germany. “More than ever, it’s important to show you belong to a group. Brands can really help with this: to create something for people to belong to.”
Indeed, viewers want to be directed toward content that helps them feel part of a movement. Seventy percent of adult Gen Zers and millennials emphasized their need and desire to feel a greater sense of belonging and community, while two-thirds of all those polled agreed.
Seeking a More Globally Integrated Culture
Seventy percent of those surveyed said they are interested in genuine, accurate stories about nationalities different from their own. “Inclusivity is a requirement now to be able to match consumers around the world,” says Diana Pérez Ballantyne, general brand manager of La Roche-Posay and CeraVe Mexico. “Global icons, endorsements and celebrities from different nationalities have greater representation globally than 10 or 20 years ago.”
National identities and geographic borders are no impediment to global trends. A-list stars from regions such as Latin America and East Asia — witness the phenomenal rise of K-pop for example — do not always have to tailor their content for English speakers to reap rewards.
Advertising also has an educational component when it comes to different cultures. Fifty-six percent of the respondents, and about 60% of those between ages 18 and 42, agree that brands help people learn about other cultures. “In our Brazilian market, shared culture allows us to launch products not only with technology and added value in mind, but also with authenticity and lifestyle use for the consumer,” explains Ricardo Filó, marketing and sales operations director at Logitech Brazil. “People don’t just want to consume technology. They want to be seen.”
More than half of those surveyed confirm that they learned about other cultures via advertising, while nearly 60% of those surveyed noted representation of “mixed” and second-generation culture is important. “In Japan, a culture that values cooperation, bonds and traditions, I believe that people want to find a ‘common framework’ to confirm their relationship with other people and society — to feel like ‘I exist here,’” says Yukie Takamura, head of Amazon’s product specialists, who notes the shared excitement of key events like cherry blossom season and the 2020 Tokyo Olympics.
The worldwide reach of cross-cultural celebrities, as well as their films, TV series and music, has created a seismic shift in how we consume media, offering more opportunities to learn about the world than ever. Younger adult Gen Z (ages 18-26) and millennial (ages 27-42) demographics most regularly engage online, and roughly 84% of the report’s participants watch streaming service content, including Prime Video, every month.
Amid a crowded streaming media market, Prime Video has established itself by offering premium content at scale, with an average monthly ad-supported reach of 200 million global customers, 115 million of whom are in the U.S. This year, Amazon made its upfronts debut and generated buzz by showcasing its entertainment portfolio, which expands to music, gaming, devices and podcasts.
With the increasing global appetite for streaming content, it is more important than ever to support diverse creatives. The “Progress on Inclusion” report — a three-year review of Amazon MGM Studios productions launched between July 2020 and June 2023 — reinforced understanding that diversity behind the camera strongly influences who we see on-screen. For example, across Amazon MGM Studios Original series and films in the window the report covered, when there is at least one creator who is Latino, Latino representation in main cast roles is 20% across titles, compared to 5% when no creators are Latino.
Understanding the Customer
On Twitch, a global livestreaming service and a subsidiary of Amazon, creators curate engaging content and establish highly connected communities where they can represent themselves most authentically. Every month, 7 million unique streamers go live on Twitch to share content with audiences. More than two-thirds of those polled who watch livestreams said brands create experiences that people can enjoy together. Collaborations with the right creators can help raise the visibility of a brand and allow it to more authentically connect with consumers across the globe.
Consumers also love to be surprised with unexpected collaborations and clever, lighthearted and funny material. Seventy-three percent note that they appreciate advertising that is entertaining and distinctive.
While brands cannot control consumer interaction, authenticity and the right approach can yield dividends that extend longevity and global reach well beyond the initial outlay. As Kate McCagg, head of Brand Innovation Lab, Amazon Ads, emphasized in the report: “The brands that succeed are those that know who they are. They’re not trying to fit in with different crowds.”
View the full “From Ads to Zeitgeist” report to see more insights from the research and learn how brands can join the conversation.
Source: variety.com
