Brands risk forgoing their cultural research – as Heinz recently learned

15-Oct-2024 - Last updated on 15-Oct-2024 at 10:52 GMT

Brands must do their cultural homework to avoid unnecessary marketing backlash. Image/Getty

The slightest sniff of cultural insensitivity will generate social uproar, as Heinz recently experienced with a now withdrawn pasta sauce advert. But what is the real risk to FMCG brands of not doing their culture homework?

Brands are often failing to grasp the diverse cultural makeup of their audiences and risk backlash and cancellation – a result of consumer trust and loyalty loss.

Consumers, especially younger Gen Z-ers, equate cultural awareness with positive brand recall, research from tech firm RWS Holdings has claimed.

“Cultural sensitivity is essential for building strong consumer relationships,” says the business. “Our research reveals 77% of respondents believe a brand’s understanding of cultural nuances positively impacts their relationship with that brand.”

The Heinz ad was removed

However, 86% of respondents experienced culturally inappropriate content, such as the Heinz pasta sauce campaign, which is a result of not carrying out enough cultural research to fully understand messaging implications.

“Had Heinz invested in more thorough research, or consulted cultural experts, this campaign might have been executed differently,” claims RWS.

“According to our survey, 96% of Gen Z indicated how prevalent these mistakes are in today’s globalised marketing landscape.”

In response to the removed Heinz pasta sauce ad, which showed a wedding between a white man and a black woman, criticised for showing the woman with only a mother and the man for having both parents at the table, Heinz said: “We always appreciate members of the public’s perspective on our campaigns.

‘Perpetuated negative stereotypes’

“We understand how this ad could have unintentionally perpetuated negative stereotypes.

“We extend our deepest apologies and will continue to listen, learn and improve to avoid this happening in the future.”

Consumers demand cultural respect from the brands they choose to interact with and buy, with 77% of millennials aligned on this need.

However, Gen Z claim to prioritise cultural understanding and research when deciding whether to engage with a brand or not.

“This data underscores the importance of cultural research as a critical strategy for brands looking to resonate with their audiences and foster lasting relationships,” says RWS.

Steps brands can take to help avoid such issues include:

Carrying out cultural audits by consulting with experts and undergoing correct research before going live with a campaign
Focus on semiotics instead of only choosing appealing imagery. Delve deep to understand the symbolic or potential meaning behind visual elements
Localise visuals, not just language to ensure each activity reflects the locality and the people within it
Test campaigns with local focus groups prior to launch – or even before a concept has been greenlit – to secure on-the-ground feedback
Diversifying your team and leadership will be one of the biggest preventatives