Milly's Marketing Mindset

Blog #6 – Elements of culture

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millystreten

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Trends, why do some go viral? Why are we so obsessed as a society with the brand that blows up online even if it isn’t actually the best? It’s all about culture. The way we think, act, behave and spend our money is deeply influenced by our culture.

That doesn’t just mean where you are from or how you grew up, but also your: beliefs, values, traditions, environment… all how you shape your daily life. 

Social norms shape how we spend. Whether that’s a popular aesthetic online, a style of clothing, a drink that has suddenly become super popular to create and share online. Businesses thrive off this cultural wave on what we call groupthink – where consumers subconsciously want to mirror the choices of their peers (Solomon 2020).

Winning over consumers is understanding cultural nuances is essential. For example, Starbucks, one of the biggest global coffee shop companies (Starbucks 2025) – Their ability to blend local cultural elements, e.g. selling collectors mugs of the city its located, customisable drinks to the country, seasonal menus to all cultures and celebrations. 

The campaigns Starbucks create resonate with their audience by an acknowledgement and respect for cultural traditions whilst also remaining authentic and iconic. A timeless logo loved by all (Duford 2024).

Culture isn’t just traditions but also what we value. Our evolving digital culture plays a massive role, whether it’s through influence of TikTok to Instagram. So many brands that even personally resonate with my personal culture are involving themselves in what I see online or day to day. 

The key is authenticity. When brands make you feel understood through your values and how you live your life, they don’t just sell products but also become the topic of your conversations. 

Referencing and sources: 

DUFORD, K., 2024. The Starbucks Red Cup: An Emotional Cultural Cue Ushering In The Retail Holiday Season[viewed 19 February 2025]. Available from: https://thebrandleader.com/the-starbucks-red-cup/

SOLOMON, M.R., 2020. Consumer Behavior, Buying, Having, and Being. Pearson Education India

STARBUCKS , 2025. Homepage | Starbucks [viewed 19 February 2025]. Available from: https://www.starbucks.co.uk

Comments

2 responses to “Blog #6 – Elements of culture”

  1. Jon Day avatar
    Jon Day

    This Blog really does highlight the subliminal approach to clever marketing angles that big brands implement, and I’m sure sometimes they maybe stumble on a format too. I for one am guilty of grabbing a brand product that I really neither needed nor wanted!

    Reply
  2. Lorna avatar
    Lorna

    A very interesting read with some very good points!

    I would agree that Tik Tok has a huge part to play in both shaping our culture and the brands/trends we like to buy into. I particularly like your point about brands trying to be authentic and trying to resonate with users as I have definitely noticed an increase in brands using user generated content online rather than big celebrity filled adverts.

    I think due to the cost of living crisis there has been a big shift in our buying culture, it was once quite aspirational but as the cost of everything has gone up it’s more focused on the everyday – what do you think and how do you think brands will continue to adapt to this?

    Reply

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