A Whole New Culturally Hybrid World.
Since the radical eighties, there has been a steady evolution of dialogue around cultural inclusivity and representation in brand campaigns. That conversation now seems to be at a visible tipping point.
As Eastern and Asian cultural influences grow and populations intermix, people are becoming more culturally diverse and interconnected (think the rise of “third culture”). Tolerance for Western cultural domination and insensitivity is eroding.
To resonate with local markets, global brands must adopt cultural hybridity, blending influences to maintain relevance. The success of brand experiences lies in the balance of how well they can bridge that gap. How effectively can your brand embrace a whole new culturally hybrid world?
Navigating the New Cultural Crossroads.
Within the last two decades, we have seen an unprecedented diversification of the world’s population and the growing influence of Eastern and Asian cultures. Whether it’s the rise of K-Pop, the popularity of Bollywood movies, the musical revolution of Afro-beats, or the ever-expansive community of Anime enthusiasts – it would just be plain oblivion to not address the dynamic power shift from the West to the East.
The reality is the West no longer monopolise storytelling and culture. People are hungry for experiences and stories that reflect the evolving landscape. However, it is a path that brands need to tread not only with caution, but with the right intention.
We need to remember that people are now more aware and educated about cultural nuances. We are engaging with a discerning world that can quickly distinguish between brands that superficially represent cultures to appear "woke" and those that genuinely embrace cultures with intention and awareness.
It's about creating genuine conversations between geographies and world cultures to be more inclusive. And in that game, authenticity remains the key. Brands must first draw inspiration from their own cultural identity and legacy.
The ultimate payoff: renewed creativity and the development of multicultural intelligence for your brand.
The Christian Dior Pre-Fall Showcase in Mumbai is a rewarding example of cultural hybridity done right. Maria Grazi Chiuri, the creative director of Dior, collaborated with their long-time Indian embroidery partners, Chanakya Ateliers to highlight India's contributions to global fashion and Chanakya’s dedication to preserving India's heritage.
The showcase took a subtle approach merging Indian embroideries, floral patterns, silk drapes and an expansive colour palette, all while maintaining a distinct Western silhouette. The seamless harmony between Indian heritage and Western couture cultivated a profound love for the brand amongst the Indian fashion community.
The success of the Dior X Chanakya showcase was a reflection of how Eastern audiences are proud of their heritage and always demand authenticity. The experience perfectly respected and delivered on the demand.
There is also Prada, which transformed a wet market in Shanghai into a unique brand experience, showcasing a keen recognition and celebration of cultural nuances and local identity.
When East & West Unite.
Cultural hybridity is not only limited to the right inclusion of tradition and heritage, but it can also be a more nuanced take in acknowledging the fundamental values of respective cultures.
When East & West Unite.
Pharrell Williams beamed down a vision of unity with "Le Monde Est À Vous," his latest Louis Vuitton Men's collection staged at the symbolic UNESCO headquarters. Shattering the traditional fashion mould, the collection celebrates the harmonious blend of cultures – a vibrant testament to the unifying power of shared experiences.
A notable example is also Chivas Regal’s global campaign, "I Rise, We Rise." This narrative celebrates self-made individuals who uplift their communities. By featuring local heroes in murals and collaborating with global figures, the campaign emphasises that personal success is intertwined with collective progress. Overall, certainly a powerfully wholesome message that fostered a sense of shared success and community building. But, the effectiveness of “I Rise, We Rise” goes deeper than that. Keeping in mind it was a campaign that was aired all across the world, and tailored to each region, the impact is truly commendable. We’ve seen plenty of global cases where they did wonders in the west, translated abysmally in the east.
The defining factor of its success was how the narrative organically merged the Western values of individuality and self, with traditional Eastern values of community and togetherness. Of course, in this day and age, cultural values have cross-pollinated borders. The East is growingly vocal about the power of individuality, while the West is advocating values of community and collectiveness. Which is exactly what Chivas got right. The campaign proved to be a holistic reflection of the global cultural landscape and powerfully resonated across all communities worldwide.
So, What Does This Mean For Brands?
As mentioned earlier, it’s walking a fine line of awareness, intention, and well-rounded understanding of cultural nuances. This isn’t about mere representation, it’s a complete and confident embrace of the restless tectonic shifts of culture. It is crucial for brands to find the right partners and culture-marketing experts who can epitomize their campaigns for a global audience.
So, What Does This Mean For Brands?
Cultural hybridity, might be a mouthful, but it’s not as scary as it sounds. At its very core, it’s about moving beyond tributes to culture or flattery of national pride. It’s about integrating imaginations, values and differences that fosters authentic creativity and storytelling.
It can be a tense and challenging journey, but at the end of it, when done right, resonance is guaranteed and gratification is unparalleled.
