To better understand the relationship between advertising and culture today, Amazon Ads conducted a global study, including focus groups and consumer surveys informed by expert interviews and trend analysis.
From Ads to Zeitgeist presents fresh insights, emerging perspectives and actionable recommendations for brands looking to be part of the cultural conversation.
What we uncovered
In a fast-paced world of fleeting viral moments, consumers are yearning for connection and belonging.
Brands have an opportunity to shape – not just react to – culture by communicating shared values and empowering consumers to express themselves.
Here are three key trends that can help guide brands as they engage with culture today.
CENTRES OF INSPIRATION
A more globally integrated culture
From South Korean content to Latin American music, more regions are contributing to global culture – and in ways that are authentic, original and self-determined.
About 7 in 10 consumers in the United Kingdom want to see more genuine, real stories in media that reflect different cultures.
DEMOCRATISED CREATIVITY
A two-way cultural dialogue
Digital culture has eroded the old hierarchies. More and more, bottom-up fan power is becoming an undeniable force in setting the cultural agenda.
About 7 in 10 consumers in the United Kingdom say that advertising is an important way for brands to communicate their values.
NEW ESCAPISM
Refreshing creative directions
After a period of cultural stasis and nostalgia overload, consumers are looking for more novel culture from distinct, authentic voices.
64% of consumers in the United Kingdom are looking for the creation of more original content.
In a world where culture moves fast, curation matters. More and more consumers are looking to people they trust for recommendations on what to listen to, watch, wear or buy. This means that creator marketing will continue to grow in importance. These influencers will know best how to engage their audiences, so let them do that and don’t get in the way of a good piece of content.
Tanya Leedekerken
Head of Brand, Europe, Amazon Music
In action: The Sims
How can brands truly excite consumers? Building on its decades-long popularity, The Sims created a new branded entertainment series to highlight how the creativity of the video game sparks in-game and real-life inspiration.
Understand the trends shaping global culture today
Download the From Ads to Zeitgeist report to explore the trends and perspectives we uncovered and find new ways your brand can join cultural conversations today.
Be where the world is watching
Engage with audiences in the places they love to be in an authentic and meaningful way.
