The influence of pop culture on marketing

The emergence and evolution of pop culture

Pop culture refers to everything related to trends in actions and beliefs in society. It has always existed and been celebrated by the youth of society. Elements of pop culture are usually created and supported by radio, television, the Internet and films. Elements that have always been called “fashionable” arose under the influence of mediums. The intersection of pop culture and marketing is inevitable as marketing strives to capture whatever “tends” to relate better to consumers.

Marketing and pop culture have changed a lot over the past couple of decades. It has been greatly influenced by the widespread use of the Internet, the emergence of social media and the popularity of digital content. Pop culture is no longer just about supporting celebrities and athletes. This is a popular opinion that can be formed by absolutely anyone and is supported by the media, usually social networks.

Elements of pop culture and marketing

Marketing is still heavily influenced by pop culture, especially when it comes to Generation Z. 4 key elements of pop culture that shape the world of marketing:

1. Celebrities: Endorsements from popular figures and celebrities will always remain the most commonly used form of pop culture affirmation. Actors, musicians and sportsmen/men have always played a key role in shaping popular cultures and opinions. Connecting with the right celebrities has always helped brands. This is the easiest way to attract celebrity “fans” and “followers” ​​to a brand. This automatically creates the trust and authority that the brand strives for. However, the question remains whether marketers are putting enough effort into researching and connecting with the celebrity whose voice is intertwined with their brand’s goals.

Take for example Taylor Swift from the West and Diljit Dosanjh from South Asia. Idols who have been around for a while but have truly become stars by embracing the new age of the ever-evolving medium that is social media. He also truly connected with his audience on a very human level through his hyper-personalized concerts. Their popularity is a testament to the booming economies of the countries in which they perform. Any brand associated with them will sign up with a huge group of dedicated fans, along with a hefty paycheck.

2. Influencers: In today’s growing era of social media, influencers play a significant role in shaping opinions in society. Even though their appeal may not be massive, they certainly have a voice and choose to use it in a way that enhances their authority among the cohort that may relate to them. They are the stars of their world, so communicating with them means entering their world of influence. Marketers going this route can benefit from content authenticity and, in turn, link their purpose to consumer loyalty.

Some brands that capitalize on these rough celebrity shapes are Banana Republic, AirBnB, Lulu Lemon, etc.

3. Memes: This is probably the newest and most effective way of displaying complex emotions in an understandable way. Memes originated as part of pop culture and remain an integral part of authentic self-expression. It’s interesting how this concept has evolved from an informal way of expression to a more humane and personal one. Because it is so informal, it can be intimidating for any brand to venture into “meme” territory to promote itself. However, if it proves successful, it will truly capture the heart of pop culture and its audience.

Zoom has really exploded with its meme culture, especially during and after the pandemic. He does this so brilliantly that it seems like he is the voice of brands. Some other brands that have joined this trend are Google Maps and Hubspot.

4. Collaborations: We live in an age of marketing where industry boundaries seem to be blurred. It’s all about leveraging these complementary brands and creating a memorable experience for the consumer. Brand collaborations have become more relevant now as it can allow brands to simultaneously engage the audiences of multiple brands that may or may not be related, but are one of the common areas of interest among consumers.

Some of the quirkiest collaborations we’ve ever seen include Nike and Ben & Jerry’s, Fenti Beaty and Heinz Ketchup, and Fortnite partnering with Travis Scott for an in-game interactive concert. Make us believe that the possibilities are endless.

Problems and conclusions

While connecting with pop culture has proven to be an effective way to engage with a brand’s audience, it certainly isn’t without risks. Pop culture is an ever-evolving terminology, and as technology and norms evolve around the world, so does the definition itself. For a brand to truly connect with pop culture, it must embrace change and embed a philosophy of change into its purpose. This may not be suitable for all brands as it requires time and resources. Therefore, it is a conscious choice: to remain relevant in the most dynamic way possible or to remain consistent and more understandable.