Why Brands Struggle When Marketing to an Envious Consumer

Social media has created a market rife with jealousy and shame

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A cultural context is an event or idea that shapes an era. Sometimes a cultural context lasts years, like Woodstock (peace and love) and 9/11 (fear and terror), or it can last a few months like optimism around the recently concluded Winter Olympics.

Regardless how long it lasts it shapes how we see the world and how we experience our environment. It even shapes the way brands connect with consumers. Today we’re in the middle of a new cultural context born directly from social media.

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This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.