A Brand’s Cultural Relevance Is Almost as Important as a Strong Image, Study Finds

Consumers also want them to be philanthropic

According to the study, 25% of product purchase decisions are led by cultural relevance. IPG Media Lab/ Twitter

One of the most prevalent conversations happening inside of marketing departments right now is figuring out how to align their brand with a cause or an issue. The cynic would say you can’t force a connection that doesn’t exist, so stick to what you’re good at: making and selling your product.

@joshsternberg Josh Sternberg is the former media and tech editor at Adweek.