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.
CENTERS 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 want to see more genuine, real stories in media that reflect different cultures.
DEMOCRATIZED 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 2 in 3 consumers believe advertising should enable creative interactions.
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.
62% of consumers are looking for the creation of more original content.
There has been increasing atomization of culture—everyone is getting a more fragmented, personalized feed. In response to that, what we are seeing is the outsize importance of things like sports, the draw of the Barbie movie, or Taylor Swift’s 'Eras' concert tour—the few places now where people can feel like they’re doing, seeing, and feeling something together. For brands, tapping into those places where people are still engaging with the same cultural moment is increasingly important.
Kate Scott-Dawkins
Global President, Business Intelligence, GroupM
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.
