Your Brand’s Real Rival Is The Shifting Cultural Landscape

Business executives and marketing teams frequently pour resources into capturing market share, improving brand image, and perfecting pricing strategies.

But let’s not forget that we’re living in an era of rapid social and cultural change, where the battle for superiority is only one dimension of the challenge that brands must contend with.

The true test for brands lies in their ability to adapt to cultural changes, not just outperform their rivals. 

As a marketing strategist, I've observed a bigger threat to brand longevity – one that can undermine even the most aggressive business plans. And that is cultural irrelevance. 

The fast evolution of consumer behavior, driven by ever-changing social, political, and technological landscapes, has rendered even the most aggressive marketing strategies ineffective – if they do not account for these cultural shifts. Consumer expectations evolve in tandem with broader societal movements, and brands that fail to adjust their ways in line with these changes, risk losing market share to competitors, or worse yet, they risk being left behind entirely. 

A great case of a brand staying ahead of cultural and technological shifts is Netflix. Not many of us know that Netflix started in 1997 as a DVD rental service with a pay-per-rental model. Anticipating the shift toward digital consumption, the company pivoted to streaming, a move that not only aligned with technological advancements, but also met the growing demand for on-demand entertainment. This bold transition transformed Netflix into a dominant force in the industry, redefining how audiences consume content worldwide. 

The Risks Of Ignoring Cultural Change 

Understanding that culture shapes purchasing decisions is fundamental; yet, many companies still view competition as the only primary threat to their brand. This shortsighted approach has led to some of the most significant brand collapses in recent history.  

A prime example is the misstep of PepsiCo’s Tropicana brand in 2009. The company decided to overhaul the iconic packaging of its flagship orange juice, disregarding consumer sentiment and years of brand equity. The backlash was immediate, with loyal customers expressing their dissatisfaction on social media. Sales plummeted, forcing the company to revert to its previous design.  

The cultural misstep, driven by an underestimation of consumer attachment to visual cues and tradition, was a wake-up call for many marketers. 

The Digital Era And Its Cultural Impact 

The digital age has exacerbated the issue, shifting cultural landscapes at a faster rate than ever before. Social media has given consumers unprecedented power to shape brand narratives, creating a direct line between brands and the cultural conversations that matter most. In the past, a brand’s story was primarily told through advertising and media placements. Today, it’s told in real-time, often by the consumers themselves.  

Growing up in a family of traditional writers, where storytelling was crafted through newspapers and columns, I’ve witnessed firsthand how drastically the landscape has changed. There was a time when narratives were carefully constructed and controlled, but now, with social media, stories unfold instantly, and brands must keep up or risk losing relevance. 

Consider how Nike leveraged the Black Lives Matter movement in 2018 with its endorsement of former NFL player Colin Kaepernick. Rather than playing it safe, Nike chose to align itself with a cultural shift, despite the potential risks. It took a bold stance on racial justice, resonating deeply with its core audience while simultaneously alienating a segment of customers. The result was a massive surge in sales, proving that cultural relevance – when executed thoughtfully – can fuel unprecedented success. 

But for every Nike, there is a Gillette, which misfired in 2019 with its controversial ad campaign around masculinity. The campaign intended to spark a conversation about positive masculinity but instead alienated a portion of its customer base. The backlash was swift and pointed, and many men saw the ad as a patronizing attempt to lecture them on their behavior. While it might have succeeded in opening the cultural dialogue, the execution lacked the nuance and understanding that Nike demonstrated.  

The key takeaway here is the importance of truly understanding the cultural currents you’re aligning with. Getting it wrong can be worse than saying nothing at all. 

Shifting Consumer Values In The Middle East 

The Middle East presents a unique and complex cultural landscape, one that brands must navigate carefully. In this region, brands that ignore the cultural undercurrents risk alienating large, engaged audiences. The rise of the region’s youth demographic, coupled with the increasing importance of social justice, sustainability, and local identity, has created an environment where brand authenticity is paramount. 

For example, take the success of Al Masaood in the UAE, where I work as its Group Head of Marketing and Corporate Communication. For over 50 years, the company has listened and adapted to the evolving social and economic landscape. Through its commitment to innovation, sustainability, and community engagement, Al Masaood has embraced the region’s shifting priorities, particularly in areas such as renewable energy, corporate responsibility, and customer-centric solutions. Staying attuned to these changes and integrating them into the business strategy strengthened the brand’s relevance in a competitive market, while reinforcing its reputation as a forward-thinking and culturally aware brand. 

Similarly, the luxury retail sector in the Middle East has seen a shift towards brands that are not just about wealth and opulence but also social consciousness. Over the past few years, Louis Vuitton has released collections highlighting the importance of environmental sustainability and ethical production, appealing to the growing demands for responsible luxury in the region. Luxury in this new era is as much about cultural awareness and ethical considerations as it is about prestige. 

A New Era Of Cultural Agility 

To thrive in today’s world, brands must embrace a culture of agility – where cultural shifts are anticipated, embraced, and reflected in their marketing strategies. This requires more than just monitoring trends; it demands listening to consumers, understanding the pulse of society, and responding with empathy and authenticity. 

As outlined in my book, Marketing & Communications On The Job: How to Establish a Marketing and Communications Department from Scratch, building a marketing function that is capable of responding to cultural shifts begins with strong foundations. It’s about creating teams that are both strategic and flexible, capable of responding quickly to the ever-evolving landscape of consumer behavior and cultural movements. 

The cultural currents shaping today’s marketplace are not fleeting. They are the pulse of society, and they will continue to redefine what it means to be a relevant, valuable brand. For those willing to evolve with the times, the rewards are loyalty, engagement, and long-term success.  

About The Author 

Marwa Kaabour is the Group Head of Marketing and Corporate Communication at Al Masaood.