Brands are under growing pressure to navigate the blurred lines between commerce and politics – a landscape filled with both risks and rewards. Donald Trump’s return to the White House has sharpened political divides in the US and beyond, influencing consumer expectations and corporate strategies. Inflation, geopolitical tensions, and evolving regulations further complicate the equation, making political engagement a high-stakes decision for brands.

For many companies, the debate has shifted from whether to take a stand to how and when. Today’s consumers are highly politically aware, with 62% expecting brands to address social and political issues, according to the 2024 Edelman Trust Barometer. However, miscalculated activism comes at a cost – surveys show 56% of consumers would boycott brands that voice opposing views. Public sentiment holds unprecedented influence, shaping corporate reputations based on how brands engage with or steer clear of political discourse.

Some brands have successfully used political engagement to strengthen loyalty and align with consumer values, while others have faced backlash, losing both trust and market share. Striking the right balance requires a deep understanding of audience sentiment, economic impact, and long-term brand positioning. Without a clear strategy, political alignment can backfire, making it crucial for companies to ensure their engagement aligns with core values and business goals.

The Evolution of Brand Activism

Brands have long influenced cultural and political discourse, but today’s stakes are higher than ever. Historically, corporate involvement was limited to philanthropy or corporate social responsibility (CSR) efforts focused on broad, non-controversial causes like education or environmental sustainability. In recent years, however, evolving consumer expectations and growing stakeholder pressure have propelled brands into more politically charged territory.

CSR surged in the late 20th century as brands recognized the link between social good and business success. By the early 2000s, stakeholder expectations had evolved, with investors, employees, and consumers demanding greater accountability. A recent PwC report found that 79% of consumers expect brands to demonstrate clear social and political commitments – up from 50% a decade ago. This shift has fueled a rise in brand activism, with companies publicly taking stands on divisive issues such as racial justice, LGBTQ+ rights, and climate change.

Nike’s 2018 campaign featuring former NFL quarterback Colin Kaepernick – “Believe in something. Even if it means sacrificing everything.” – remains a defining moment in brand activism. The ad, which spotlighted Kaepernick’s protest against police brutality, ignited fierce debate. Some consumers boycotted Nike, while others applauded its bold stance, leading to a 31% surge in online sales within days. The campaign highlighted both the rewards of aligning with consumer values and the deep divisions within the marketplace.

Chick-fil-A’s alignment with conservative values has sparked ongoing controversy over LGBTQ+ rights. The company’s donations to organizations opposing same-sex marriage triggered protests and boycotts, especially among younger consumers who prioritize inclusivity. In response to mounting pressure, Chick-fil-A revised its charitable giving strategy to reduce backlash while preserving its core customer base. Despite these efforts, controversy lingers, underscoring the challenges brands face when their values clash with evolving societal expectations.

The rising influence of Gen Z and millennials – who will make up over 60% of the global workforce by 2030 – has intensified demands for corporate accountability. These generations favor brands that align with their values and use social media to hold companies accountable. As a result, brands must walk the fine line between meaningful engagement and perceived opportunism, recognizing that today’s consumers are more informed, vocal, and values-driven than ever.

The Risks of Politicizing a Brand

Taking a stand on political and social issues can boost brand loyalty and resonate with consumer values, but the risks are substantial. Companies that enter contentious debates without a clear strategy risk alienating key audiences, facing market backlash, and attracting regulatory scrutiny. In an era of heightened polarization, a single misstep can quickly spiral into a crisis, undermining trust and financial stability.

Gillette’s 2019 campaign, “The Best Men Can Be,” aimed to challenge toxic masculinity but received mixed reactions. While some praised its message, others saw it as an attack on traditional masculinity, sparking widespread criticism and boycotts. The ad amassed over 1.5 million dislikes on YouTube within days, and a survey found that 60% of male consumers felt it was unfair. Procter & Gamble, Gillette’s parent company, later reported a $5 billion write-down, though the campaign’s direct impact remains unclear. This case underscores the challenge brands face in addressing social issues – what resonates with one audience can alienate another, leading to reputational and financial fallout.

Political affiliations can pose long-term reputational risks beyond immediate consumer reactions. Brands closely tied to political ideologies may struggle to pivot when public sentiment shifts. Companies that invest heavily in political partnerships often find it difficult to distance themselves from controversy, putting their credibility at risk. A 2023 Harris Poll found that 55% of consumers believe brands should avoid direct political endorsements to maintain neutrality, highlighting the risks of perceived partisanship.

The economic fallout from politicizing a brand can be severe. Social media-driven boycotts, once short-lived, now have lasting effects. The 2024 Edelman Trust Barometer found that 64% of global consumers have boycotted a brand over political or social stances. Such actions can erode market share, trigger stock volatility, and invite shareholder pressure to prioritize profits over advocacy. In regulated industries, politicization may also attract government scrutiny.

Investor confidence is a major concern for publicly traded companies. Activist shareholders and institutional investors, including BlackRock and Vanguard, are urging businesses to prioritize long-term value over divisive issues. A Deloitte report found that 72% of institutional investors view political controversies as a material risk to a company’s long-term viability.

When Brands Should Stay Neutral

As political and social issues dominate public discourse, neutrality can be the smartest strategy for brands in certain industries. Sectors like finance, healthcare, and logistics – where trust, reliability, and regulatory compliance are critical – often benefit from steering clear of political debates. In these fields, the risks of alienating customers, regulators, and investors typically outweigh any potential benefits of taking a stand.

Financial institutions cater to a diverse customer base with varying political beliefs and economic priorities. Taking a political stance could jeopardize their perceived impartiality, which is crucial for consumer trust and regulatory compliance. A recent Deloitte report found that 78% of consumers expect financial service providers to remain politically neutral, emphasizing the demand for stability. Similarly, healthcare companies must prioritize patient care and public health over political affiliations to maintain credibility and ensure equitable access.

Some of the world’s most iconic brands have preserved neutrality by embracing universal values that transcend politics. Coca-Cola, for example, has consistently promoted unity and happiness. Its messaging emphasizes togetherness and cultural celebration, steering clear of political entanglements – even during turbulent times. The 2008 “Open Happiness” campaign, launched amid the global financial crisis, offered optimism without political alignment, helping Coca-Cola retain broad appeal across markets.

McDonald’s has maintained its global appeal by staying largely apolitical, prioritizing product consistency and community engagement over divisive issues. The company localizes marketing strategies to fit cultural preferences while steering clear of political discourse. This approach has helped McDonald’s sustain its reputation across diverse regions, from the U.S. to Asia, minimizing the risk of consumer backlash. By focusing on affordability, convenience, and family-friendly experiences, the brand has remained accessible to a broad audience.

Brands weighing whether to engage or stay neutral should consider these key factors:

  • Core Business Objectives: If taking a stance doesn’t align with the brand’s mission or industry priorities, neutrality may be the best option.
  • Audience Demographics: A diverse customer base with varying political and cultural views may make neutrality a safer choice to avoid alienation.
  • Regulatory and Legal Risks: Heavily regulated industries, such as healthcare and finance, should carefully assess compliance implications before engaging.
  • Market Sensitivity and Timing: Assessing the socio-political climate and consumer sentiment helps brands determine whether to speak up or stay silent.
  • Crisis Readiness: Companies should evaluate whether they have the resources and strategies to handle potential backlash effectively.

Neutrality may seem like the safest path, but it requires consistent communication to avoid appearing indifferent or disconnected from societal concerns. As consumers demand greater corporate accountability, brands choosing silence must ensure their values and actions continue to resonate meaningfully with stakeholders.

When It Makes Sense to Take a Stand

When approached thoughtfully and authentically, engaging in political discourse can be a strategic opportunity rather than a liability. Consumers now expect brands to represent more than their products – taking a stand can deepen loyalty, set a company apart, and reinforce core values. However, not every issue requires a response, and poorly executed activism can backfire. Success depends on a brand’s ability to align with its mission, stakeholders, and long-term goals.

Criteria for Deciding When to Engage in Political Discourse

Before taking a stance, brands must assess whether their engagement aligns with strategic goals and stakeholder expectations. Key considerations include:

Alignment with Core Brand Values

A brand’s stance should align with its core values and mission. If an issue resonates with the company’s identity, taking a position can strengthen credibility and trust. Patagonia, for example, has embedded environmental advocacy into its brand DNA, making its activism feel authentic and consistent. In contrast, brands that engage without a clear connection risk appearing opportunistic or inauthentic.

Direct Impact on Business Operations or Customers

Certain political or social issues directly impact business operations, supply chains, or customer experiences, making silence riskier than action. In the fashion industry, for example, brands have a vested interest in shaping labor laws and sustainability policies that affect their operations. When regulations influence employees, suppliers, or sourcing, proactive engagement helps brands maintain transparency and control their narrative.

Internal Stakeholder Alignment

Internal buy-in from key stakeholders – employees, investors, and customers – is crucial before taking a stance. A misaligned position can create internal friction, lower morale, and strain partnerships. A recent study found that 73% of employees prefer to work for companies that align with their values, underscoring the importance of internal alignment in shaping external messaging.

Case Studies of Successful Political Engagement

Patagonia’s Environmental Advocacy
Patagonia has established itself as a leader in corporate activism by embedding environmental advocacy into its brand identity. Its bold stance against environmental deregulation – such as the 2017 lawsuit against the Trump administration over national park reductions – reinforced its conservation commitment and resonated with eco-conscious consumers. Despite the potential backlash, Patagonia’s revenue surged 30% following the campaign, demonstrating the power of authentic alignment with brand values.

Ben & Jerry’s Activism-Driven Brand Positioning
Ben & Jerry’s has embraced social justice as a core part of its brand, taking stands on issues from climate change to racial justice. The company’s activism dates back to its founders’ commitment to corporate social responsibility in the 1980s. In 2020, its vocal support for the Black Lives Matter movement resonated with progressive consumers but also sparked criticism and boycotts in some regions, highlighting the risks of taking a firm stance.

The Importance of Authenticity and Consistency

Successful political engagement hinges on authenticity and consistency. Brands must back their statements with actions – such as donations, policy advocacy, and ethical business practices – that align with public commitments. Failing to follow through or contradicting stated values can erode trust and damage reputations.

Consistency is just as important as authenticity. Brands that engage with political issues sporadically risk appearing opportunistic, while those with a sustained commitment to their causes build credibility. For example, a company advocating for environmental sustainability must integrate green initiatives across all aspects of its operations, from sourcing to corporate culture.

Taking a stand requires balancing strategic foresight with ethical responsibility. Brands that know their audience, stay true to their values, and communicate authentically can turn political engagement into opportunities for growth and deeper customer connections.

Lessons from Brand Missteps

Taking a political stance can offer benefits, but missteps – whether insincere, misaligned, or poorly executed – can trigger backlash. Political messaging mistakes erode trust, tarnish reputations, and lead to financial losses. Understanding common pitfalls helps brands avoid costly errors and recover more effectively when controversies arise.

Common Pitfalls When Engaging in Political Discourse

Tokenism and Perceived Opportunism

Today’s consumers are quick to spot inauthenticity. Token gestures – like posting support on social media without meaningful action – often invite accusations of opportunism. Many brands that voiced solidarity during social justice movements faced backlash for failing to follow through, fueling skepticism and distrust. A 2024 Accenture report found that 61% of consumers believe brands engage in activism for marketing rather than genuine social impact.

Lack of Follow-Through on Commitments

Bold statements without follow-through can damage a brand’s reputation. Consumers expect companies to back their words with actions – policy changes, donations, or shifts in supply chains. Failing to deliver erodes credibility and loyalty, as seen when corporations pledged to address racial inequalities in 2020 but faced criticism for a lack of transparency.

Failure to Understand Audience Demographics and Sentiment

Failing to understand audience values can alienate key customer segments. Political and social issues are personal, and taking a stance without proper analysis can backfire. Misjudging audience sentiment can lead to market share losses and reputational damage.

Case Study: Bud Light’s Dylan Mulvaney Partnership Backlash

One of the most recent and financially damaging examples of a political messaging misstep is Bud Light’s 2023 partnership with transgender influencer Dylan Mulvaney. The campaign, aimed at promoting inclusivity and appealing to a younger, more progressive audience, triggered immediate backlash from the brand’s traditional consumer base. Critics accused Bud Light of alienating loyal customers, leading to widespread boycotts and a sharp decline in sales.

The financial consequences were swift and severe. By mid-2023, Bud Light’s U.S. sales had plummeted by 10.5% between April and June, with an additional 26% drop by July, according to Forbes. Parent company Anheuser-Busch reported a staggering $395 million decline in revenue for the second quarter of 2023 alone. The controversy also led to a sharp decline in market value, with Anheuser-Busch’s stock falling by more than 15% at its lowest point, wiping out billions in shareholder wealth. Additionally, distribution challenges arose as major retailers and bars reduced shelf space due to declining demand, further compounding the financial hit.

Key takeaways from the Bud Light controversy include:

  • Understanding audience alignment is crucial: The campaign failed to resonate with Bud Light’s core consumers, underscoring the risks of misjudging audience expectations.
  • Social listening is critical: Bud Light underestimated the cultural and political sensitivities surrounding the campaign, leading to an unexpected backlash and lasting reputational damage.
  • Crisis management requires clarity: The brand’s inconsistent response – attempting to appease both sides – resulted in further reputational harm and prolonged negative media coverage.
  • Shareholder confidence is at stake: The controversy highlighted how political missteps can significantly impact stock prices and investor trust, affecting long-term brand value.

The Bud Light case serves as a cautionary tale for brands considering political or social engagement, emphasizing the importance of aligning messaging with core values and consumer sentiment to avoid costly missteps.

How Brands Can Recover from Political Messaging Missteps

A brand’s response to political backlash can determine the extent of damage and its chances of regaining consumer trust. Effective recovery strategies include:

Owning the Mistake Publicly

A sincere, transparent apology is crucial. Consumers value accountability and are more likely to forgive brands that take responsibility instead of deflecting blame. A strong apology should include clear steps to address concerns.

Engaging with Affected Communities

Rebuilding trust demands meaningful engagement with affected communities. This could include working with advocacy groups, hiring diversity and inclusion experts, or supporting initiatives that align with the brand’s original intent.

Implementing Long-Term Changes

Instead of reactive gestures, brands should integrate social responsibility into their core operations. This involves updating corporate policies, refining marketing strategies, and aligning employees with company values.

Monitoring Public Sentiment and Feedback

Tracking public sentiment through social listening tools helps brands assess their response’s effectiveness and make adjustments to rebuild goodwill.

Despite the pressure to engage in political discourse, brands must proceed cautiously. Learning from past missteps and adopting an audience-focused approach can help navigate political complexities while protecting reputation and long-term success.

Practical Strategies for Brands Navigating Politics

With rising political awareness and consumer activism, brands must adopt a strategic, measured approach to political engagement. Addressing social justice, environmental concerns, or regulatory changes requires careful planning and proactive management. Successful companies implement frameworks that align messaging with their values, stakeholder expectations, and long-term goals.

Developing a Clear Corporate Social Responsibility (CSR) Strategy

A strong CSR strategy is the foundation of effective political and social engagement. Instead of reacting to trends, companies should proactively support causes that align with their mission and goals. 

To develop an effective CSR strategy:

  • Define core values and areas of focus. Ensure alignment with business objectives and stakeholder expectations.
  • Establish measurable goals and accountability. Consumers expect transparency in progress reporting.
  • Integrate CSR into business operations. Authenticity is reinforced when corporate values are reflected in sourcing, hiring, and product development.

Companies such as Unilever have successfully embedded sustainability and social responsibility into their business models, demonstrating how proactive engagement can drive both social impact and financial performance.

Conducting Stakeholder Research Before Making Public Statements

Successful political engagement hinges on understanding stakeholder expectations – customers, employees, investors, and partners. Without thorough research, brands risk misalignment, backlash, and alienating key audiences.

Brands can leverage stakeholder research by:

  • Monitoring social media conversations with sentiment analysis tools.
  • Conducting surveys to gauge employee and consumer perspectives.
  • Collaborating with industry associations and advocacy groups to understand broader implications.

Crisis Management Planning for Potential Backlash

Political engagement, even with good intentions, carries risks. A solid crisis management plan enables brands to respond swiftly and effectively to controversies. A recent Deloitte report found that 68% of companies with proactive crisis strategies recovered faster from reputational challenges.

An effective crisis management plan should include:

  • A clear response protocol with designated spokespeople and approved messaging.
  • Real-time sentiment monitoring to track reactions and escalation risks.
  • Scenario planning to prepare for potential outcomes.
  • Defined escalation processes for swift senior-level decision-making.

Leveraging Internal Communications to Align Employees Before Going Public

Employees are a brand’s strongest ambassadors, making internal alignment critical before addressing political or social issues. Without it, misalignment can result in dissatisfaction, leaks, and inconsistent messaging that harm credibility.

To achieve internal alignment:

  • Clearly communicate the company’s stance and rationale to all employees.
  • Offer training and talking points to prepare employees for customer and media interactions.
  • Establish open feedback channels for employee concerns and insights.

Collaborating with Third-Party Experts to Assess Risks

Navigating political engagement’s complexities requires collaboration with experts in public relations, market research, legal compliance, and social impact. Partnering with third-party specialists offers objective insights, mitigates risks, and strengthens credibility.

Brands can benefit from collaborating with:

  • Crisis communications firms to manage reputational risks.
  • Market research agencies to conduct sentiment analysis and survey consumer attitudes.
  • Legal advisors to ensure regulatory compliance.
  • NGOs to enhance credibility in social impact efforts.

Adopting these strategies allows brands to navigate political engagement with confidence and integrity. Success hinges on being proactive, informed, and authentic – ensuring that every public stance is rooted in research, stakeholder alignment, and crisis preparedness.

The Road Ahead for Brands in a Politicized World

As commerce and politics become increasingly intertwined, brands face tough decisions – whether to speak out or stay silent. Political and social issues will continue shaping strategies, requiring both caution and conviction. Consumers, employees, and investors are scrutinizing corporate actions more than ever, demanding authenticity and accountability. The challenge is clear: how can brands foster unity without getting caught in divisive debates?

Successful branding requires strategic foresight and a deep understanding of evolving consumer sentiment. AI and data analytics now provide real-time insights, helping brands balance values with business goals. Investing in sentiment analysis and social listening allows companies to anticipate public opinion shifts and make data-driven engagement decisions rather than reacting impulsively to trends.

Enduring success comes from long-term commitments that align with core values, not reactionary statements. Consumers can quickly spot opportunism, and fleeting gestures often backfire. Building trust requires sustained investment in meaningful social causes, embedding ethics into operations, and consistent communication across touchpoints. Brands like Patagonia and Ben & Jerry’s have navigated political discourse effectively by aligning actions with their mission over time, not through isolated statements.

Striking the right balance means ensuring authenticity, measured engagement, and benefits for all stakeholders. Successful brands embrace nuance, understanding that taking a stand isn’t about grand gestures but meaningful, sustained contributions that reinforce their brand promise.

In an increasingly polarized world, brands must balance purpose with pragmatism. The challenge isn’t just speaking out, but doing so authentically and strategically. Whether engaging or staying neutral, brands should focus on reinforcing trust, strengthening relationships, and driving long-term success in a world where business and society are more connected than ever.

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Imagine this: you browse vacation deals, and within minutes, ads for flights and hotels follow you across every app and website. Convenient? Maybe. Creepy? Absolutely.

This is the paradox of marketing personalization. Research from Epsilon revealed that 80% of consumers are more likely to purchase when brands offer tailored experiences. Yet, Gartner warned that over half of consumers would unsubscribe from communications, and 38% would stop doing business with a brand if personalization crossed into invasive territory.

The stakes are high. Missteps can drive customers away, while thoughtful personalization fosters trust and loyalty. So, where do marketers draw the line between relevant and invasive?

At the heart of data-driven campaigns lies a fundamental question: how personal is too personal? Modern consumers crave relevance but fiercely guard their privacy. Personalization helps brands deliver the right message at the right time. However, when data collection feels excessive or targeting becomes intrusive, it can erode the very trust it aims to build.

The Promise and Perils of Personalization

Personalization is an expectation. Consumers want brands to understand their preferences, anticipate their needs, and deliver uniquely tailored experiences. A well-timed recommendation or a curated shopping experience can create a connection that drives loyalty. According to McKinsey, 71% of consumers now expect personalized interactions from brands, and 76% feel frustrated when this expectation isn’t met.

However, there’s a thin line between thoughtful targeting and overstepping. When personalization is done poorly—such as overly aggressive retargeting or eerily precise ads—it can leave consumers feeling watched rather than understood. Sometimes, these efforts backfire entirely, damaging the brand’s reputation and alienating its audience.

Take the infamous case of Target’s predictive analytics. By analyzing purchase data, the retailer could identify likely pregnant shoppers. While the campaign was a testament to the power of data, it drew widespread criticism for being invasive after a father received maternity ads meant for his teenage daughter. This backlash underscored the risks of crossing the personalization threshold.

Consumers appreciate relevance, but only when it comes with respect for their privacy. Brands that fail to navigate this balance risk losing trust, an increasingly difficult commodity to regain. The challenge lies in creating personalized experiences that add value without compromising the consumer’s sense of control.

As the debate around personalization intensifies, one thing is clear: understanding where to draw the line is essential for long-term success.

Case Studies: Striking the Balance in Personalization

Spotify Wrapped, A Celebration of Individuality

Image Credit: Yorkshire Live

Background

Spotify’s annual Wrapped campaign has become a cultural phenomenon. It leverages user data to create highly personalized year-in-review summaries. By analyzing individual listening habits, Spotify delivers curated insights that resonate with users on a personal level.

Approach

Wrapped provides users with data points like their most-streamed songs, favorite genres, and total listening hours. The key lies in Spotify’s transparency—users are aware of the collected data and how it’s used to enhance their experience. Wrapped feels less like a marketing tool and more like a celebration of personal tastes, encouraging users to share their unique results on social media and amplifying the campaign’s reach organically.

Outcomes

Spotify Wrapped consistently generates widespread engagement, with millions of users sharing their results online. This reinforces brand loyalty and attracts new subscribers through the campaign’s viral appeal. By striking the right balance between personalization and privacy, Spotify exemplifies how brands can use data to enhance customer relationships.

Apple’s Privacy-First Personalization

Image Credit: Apple

Background

As consumer concerns over data privacy have grown, Apple has positioned itself as a leader in protecting user information. Through its App Tracking Transparency (ATT) feature, Apple gives users greater control over how their data is shared, redefining the boundaries of personalization.

Approach

Instead of relying on third-party data, Apple employs on-device intelligence for personalization. Features like Siri suggestions, curated news, and photo memories use data stored locally on the user’s device. This ensures personalization without compromising privacy. Apple has also used its marketing to reinforce its stance, making privacy a key selling point.

Outcomes

Apple’s approach has bolstered consumer trust and differentiated the brand in a crowded market. By emphasizing user consent and privacy, Apple complies with evolving regulations and aligns with consumer expectations for ethical data use. The success of this strategy is evident in its customer retention and the loyalty of privacy-conscious users.

Building Trust Through Ethical Personalization

The foundation of effective personalization lies in balancing relevance with respect for privacy. To foster trust and loyalty, brands must adopt ethical practices prioritizing consumer consent, transparency, and meaningful engagement. Here are key strategies, supported by real-world examples, to achieve this balance:

  • Prioritize Transparency and Consent

Consumers value honesty. Clearly communicate how data is collected, stored, and used. Providing opt-in mechanisms and user-friendly privacy policies empowers consumers to make informed choices.

For example, Apple’s App Tracking Transparency feature explicitly asks users for consent to track their activity across apps. This approach has set a new standard for privacy-first personalization, building trust while maintaining relevance.

  • Use Data to Address Consumer Needs

Personalization works best when it solves real pain points or enhances the user experience. Focus on delivering relevant, value-driven interactions rather than excessive targeting.

For instance, Netflix uses viewer history to recommend content tailored to individual tastes. This non-intrusive personalization creates a seamless experience that keeps users engaged without overstepping boundaries.

  • Embrace Privacy-Enhancing Technologies

Emerging technologies like federated learning and edge computing enable brands to deliver personalized experiences while safeguarding user data. These tools process data locally on devices, reducing the risks of breaches and misuse.

Google’s federated learning model, used for improving predictive text features, demonstrates how personalization can be achieved without compromising user privacy or centralizing sensitive information.

  • Tailor Campaigns to Regional and Cultural Preferences

Personalization is not one-size-fits-all. Consider cultural norms and regional differences when designing campaigns to ensure they resonate with diverse audiences.

For example, in Japan, subtlety and discretion are highly valued in marketing, while in Southeast Asia, interactive campaigns that offer clear value, such as discounts or rewards, are more effective. Brands like Grab, a ride-hailing and delivery service in Southeast Asia, personalize their offers based on local events and consumer habits, enhancing engagement across diverse markets.

  • Involve Consumers in the Personalization Process

Co-creating personalized experiences by inviting consumers to set their preferences fosters a sense of control and reduces privacy concerns.

For example, streaming platforms like YouTube let users set preferences for recommended content through thumbs-up or thumbs-down features. This approach ensures users feel more in control of their experience while improving the relevance of future recommendations.

  • Monitor and Adapt to Feedback

Consumer expectations evolve, and so should personalization strategies. Regularly gathering feedback through surveys, reviews, and sentiment analysis can help brands refine their approach.

For example, brands that adapt their email marketing frequency or content style based on user feedback often see higher engagement rates and fewer unsubscribes.

Lessons from Global Markets

United States: The Demand for Transparency

In the United States, consumer awareness of data privacy is at an all-time high, driven by legislation like the California Consumer Privacy Act (CCPA) and high-profile data breaches. Brands operating in this market are under pressure to provide clear, user-friendly privacy policies and secure consent mechanisms. Companies like Apple have capitalized on this trend, making privacy a cornerstone of their brand narrative and setting a high bar for competitors.

Europe: Privacy Regulations as a Benchmark

Europe’s General Data Protection Regulation (GDPR) has become a global standard for privacy compliance. Brands in the EU face strict rules about data collection, storage, and usage. Successful examples include local e-commerce platforms that explicitly inform users about tracking cookies and provide clear opt-in choices. These efforts have ensured compliance and fostered greater trust among European consumers.

Asia: Personalization Across Diverse Cultures

Asia’s markets present unique challenges due to their cultural diversity and varying attitudes toward privacy. For instance, personalization efforts in Japan often emphasize subtlety and respect for privacy, aligning with cultural norms. In contrast, Southeast Asian consumers, particularly in countries like Indonesia and the Philippines, tend to engage more enthusiastically with data-driven campaigns, provided they see clear value in return.

Global brands like Netflix have tailored their strategies to these nuances, offering region-specific content recommendations that respect local tastes while maintaining transparency. Such localized personalization efforts can enhance engagement while avoiding a one-size-fits-all approach.

Takeaways for Brands

The differing expectations across regions highlight the importance of understanding local market dynamics. Brands looking to implement ethical personalization globally must align their strategies with each market’s cultural and regulatory landscape. By respecting regional preferences and adhering to privacy standards, they can create personalized experiences that resonate without overstepping boundaries.

The Future of Personalization

As technology evolves, so will the possibilities and challenges of personalization. Emerging trends and innovations are already reshaping how brands approach tailored marketing, raising new questions about ethics, privacy, and consumer trust.

AI-Powered Personalization

Artificial intelligence is driving the next wave of hyper-personalization, enabling brands to predict consumer behavior with unprecedented accuracy. Machine learning models analyze vast amounts of data to offer real-time recommendations, from product suggestions to personalized content. However, as these systems become more advanced, the risk of appearing overly invasive increases, underscoring the need for ethical guardrails in AI deployment.

Zero-Party Data Strategies

With consumers becoming more cautious about sharing their information, brands are turning to zero-party data, information that customers willingly provide. This approach emphasizes transparency and gives consumers control over their data, making personalization a collaboration rather than an imposition. Interactive tools like quizzes, preference centers, and surveys allow brands to gather valuable insights while building trust.

Contextual Personalization Without Tracking

Advancements in contextual targeting are paving the way for personalization that doesn’t rely on tracking individual users. By analyzing environmental factors such as location, weather, or time of day, brands can deliver relevant messages without compromising privacy. For example, a food delivery app might promote comfort foods on rainy days based on real-time weather data rather than user profiles.

Stronger Privacy Regulations

The rise of privacy-focused legislation worldwide pushes brands to rethink how they collect and use data. Markets with stringent privacy laws, like the European Union and California, are setting precedents that other regions are beginning to follow. Brands that proactively adapt to these changes and invest in compliance and privacy-first technologies will gain a competitive edge.

A Shift Toward Ethical Personalization

Consumer demand for responsible data use is driving the push for ethical personalization. Organizations like the World Economic Forum call for global standards that balance innovation with privacy. Brands that adopt these principles early will not only stay ahead of regulatory changes but also solidify their position as consumer-first businesses.

The future of personalization lies in achieving the right balance between technology and ethics. As data collection becomes more sophisticated and consumer expectations rise, brands that walk the fine line between relevance and privacy will emerge as leaders.

Effective personalization isn’t about amassing more data but using it responsibly. Campaigns rooted in transparency, respect for privacy, and genuine value will foster trust. Brands focusing on connection over surveillance and relevance over excess will thrive.

The question for marketers isn’t just how to personalize but how to do it in a way that earns trust and strengthens relationships. As consumers demand relevance and respect, the true test for brands will be whether they can deliver personalization with purpose.

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Around the world, few cultural celebrations hold as much sway as the Chinese New Year. This time-honored festival, celebrated by billions around the globe, has transcended its origins as a traditional Chinese holiday to become an international phenomenon with far-reaching implications for businesses worldwide. As we look ahead to 2024, brands would be wise to take heed, for the Chinese New Year, which falls on February 10th, ushers in the Year of the Dragon under the auspices of the Wood element.

The significance of Chinese New Year globally cannot be overstated. The festival has evolved from a local observance into a truly global celebration, representing a unique opportunity for brands to connect with a vast and culturally diverse audience. According to recent data, the influence of the Chinese New Year extends well beyond Asia, with 2 billion individuals from various cultural backgrounds partaking in the festivities. In 2023, for instance, the annual expenditure during the holiday reached a staggering $1.5 trillion worldwide, a figure that has steadily increased over the years.

In 2024, we find ourselves at the threshold of the Year of the Dragon, a symbol of power, strength, and good fortune in Chinese astrology. This celestial occurrence, combined with the prevailing Wood element, carries profound implications not only for individual destinies but also for the strategies of businesses seeking to capitalize on this auspicious year. Understanding the traditions and predictions associated with Chinese New Year is not merely an exercise in cultural awareness; it is a strategic imperative for brands aiming to navigate the global market successfully.

In this article, we delve into the transformative journey of Chinese New Year, from its roots as a local celebration to its current status as a global trendsetter. By examining the significance of the Year of the Dragon and the Wood element alongside the rich tapestry of Chinese New Year traditions, this article will equip brands with invaluable insights into how to harness the global influence of Chinese New Year in 2024 and beyond. 

The Global Reach of Chinese New Year

The global footprint of Chinese New Year is staggering, and the numbers speak volumes. In 2023, the festival reached its zenith with more than 2 billion people participating worldwide, making it one of the most widely observed holidays on the planet. Notably, Chinese New Year transcends ethnic and cultural boundaries, uniting individuals from diverse backgrounds in the spirit of celebration. This phenomenon extends beyond China’s borders, with vibrant festivities in Malaysia, Singapore, Thailand, and Indonesia, showcasing the holiday’s widespread appeal.

The evolution of Chinese New Year from a traditional festival to a global cultural phenomenon is a testament to its adaptability and resonance. No longer confined to ancestral customs, it has embraced modernity while retaining its core values. The holiday now encompasses many traditions, from the iconic dragon and lion dances to the giving of red envelopes (hongbao) and family reunions. Brands that grasp this evolution can leverage it to forge authentic connections with their target audiences.

Yet, its economic significance makes Chinese New Year an unmissable opportunity for brands. According to market research, consumer spending soars to unprecedented heights during the Chinese New Year season. In 2023, consumers worldwide spent an estimated $1.5 trillion, with most of this expenditure occurring in Asia. This astronomical figure underscores the immense purchasing power that Chinese New Year commands and the vast potential for brands to tap into this lucrative market.

For brands, Chinese New Year offers a window of opportunity beyond mere celebration. It provides a platform to engage with consumers on a deeper cultural level, foster brand loyalty, and drive sales. Savvy marketers have recognized the immense brand opportunities embedded in this tradition, crafting campaigns that resonate with the festival’s spirit while aligning with their brand identity.

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The Year of the Dragon and Wood Element

In Chinese astrology, each year is woven with symbolism and significance. For 2024, the celestial spotlight falls upon the majestic and mythical creature—the Dragon. Understanding the symbolism and attributes of the Year of the Dragon, in conjunction with the prevailing Wood element, is essential for brands seeking to align their strategies with the overall cosmic forces.

The Dragon, in Chinese astrology, holds a preeminent position. It is regarded as a symbol of power, strength, and good fortune. Those born under the sign of the Dragon are believed to be charismatic, assertive, and natural leaders. Historically, Dragons have been associated with emperors, signifying their divine right to rule. This symbolic potency translates into consumer behavior. During the Year of the Dragon, individuals often seek to embrace these qualities, aspiring to achieve personal growth and success. Brands can capitalize on this aspiration by crafting campaigns that resonate with the Dragon’s traits of leadership and ambition.

Complementing the Year of the Dragon is the Wood element, which rotates cyclically with other elements in Chinese astrology. Wood is associated with growth, renewal, and expansion. Just as a tree flourishes, Wood signifies the potential for growth, both personally and economically. Individuals born in a Wood year are believed to possess qualities such as adaptability and creativity, making them open to new ideas and experiences.

The intersection of the Year of the Dragon and the Wood element in 2024 offers a unique set of circumstances that can significantly influence consumer behavior and brand strategies. As individuals look to harness the Dragon’s strength and Wood’s growth potential, they may be more inclined to invest in personal development, education, and career advancement. Brands that align their products and messaging with these aspirations stand to benefit greatly.

Statistics reveal the economic implications of such astrological phenomena. During previous Dragon years, consumer spending often witnessed a substantial increase. For instance, in the last Year of the Dragon in 2012, consumer spending during the Chinese New Year season surged by approximately 16.2% compared to the previous year. This data underscores the correlation between astrological symbolism and consumer behavior, offering brands valuable insights into the potential growth and prosperity associated with the Year of the Dragon.

Chinese New Year Traditions and Predictions

These age-old customs are not merely rituals; they are woven into the very fabric of Chinese culture, symbolizing a collective desire for luck, wealth, and health in the year ahead.

Key Traditions and Their Symbolic Meanings

At the heart of Chinese New Year celebrations lies the practice of setting off firecrackers and fireworks. These explosive displays are believed to ward off evil spirits and bring good fortune for the upcoming year. The resounding explosions, coupled with vibrant red and gold colors, create a sensory experience that brands can draw upon to evoke feelings of excitement and anticipation.

Another integral tradition is giving red envelopes, known as “hongbao.” These envelopes, typically containing money, represent blessings and are exchanged between family members, friends, and colleagues. Gifting hongbao is steeped in symbolism, signifying the transfer of good luck and prosperity. Brands can emulate this gesture by offering special promotions or discounts, effectively sharing the spirit of generosity associated with hongbao.

The dragon and lion dances are vibrant performances that captivate audiences worldwide. 

These traditional dances are not mere spectacles; they are deeply symbolic. The dragon dance represents the powerful Dragon sign, and the lion dance is believed to ward off evil spirits and bring good fortune. Brands can harness the energy and symbolism of these dances in their marketing campaigns, symbolizing their commitment to warding off negativity and inviting prosperity.

Influence on Year’s Prospects

These Chinese New Year traditions hold more than just cultural significance—they are believed to influence the prospects of the year. The rituals surrounding the holiday are steeped in auspicious symbolism. For example, fireworks are thought to dispel negative energies, allowing positive forces to flourish. Similarly, the exchange of hongbao is believed to ensure financial well-being throughout the year.

Incorporating these traditions into brand strategies can foster a strong emotional connection with consumers. Brands that embrace these customs acknowledge their cultural significance and actively participate in the collective aspiration for good fortune. It’s not merely a matter of superficial marketing; it’s about becoming a part of the auspicious narrative.

Incorporating Traditions into Marketing Strategies

Brands can take inspiration from these traditions to craft campaigns that resonate with consumers on a profound level. Red and gold color schemes can be incorporated into product packaging or promotional materials, symbolizing luck and wealth. Special discounts or promotions can be framed as a form of hongbao, aligning the brand with the spirit of giving and prosperity.

Additionally, the idea of dispelling negativity and inviting positivity can be woven into messaging. Brands can convey their commitment to a fresh start and the pursuit of success in the Year of the Dragon. By aligning marketing efforts with these traditions and their underlying symbolism, brands can authentically connect with consumers and stand out in a crowded market.

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Successful Brand Campaigns

Let’s turn our attention to some noteworthy case studies of brands that have successfully tapped into this dynamic market. By combining strategic insight and cultural sensitivity, these brands achieved remarkable results.

1. Burberry’s Lunar New Year Campaign (2020)

In 2020, Burberry embarked on an innovative Lunar New Year campaign that left a lasting impression on consumers. The brand introduced a dedicated WeChat mini-program, which allowed users to embark on a digital journey through their hometowns, sharing festive greetings and exploring Chinese culture. The mini-program cleverly engaged users and fostered a sense of connection.

However, the true brilliance of Burberry’s campaign lay in its limited-edition collection, adorned with Chinese New Year motifs. This move demonstrated cultural sensitivity and catered to the desire for exclusive, festive attire during the holiday season. The strategy paid off handsomely, with sales soaring, underscoring the immense potential for brands to leverage the allure of Chinese New Year to boost revenue.

2. Nike’s “Year of the Rat” Collection (2020)

Nike, renowned for its innovative marketing strategies, scored big with its “Year of the Rat” collection in 2020. The brand consistently releases special Chinese New Year-themed products, but this collection was exceptionally well-received. Nike expertly fused traditional Chinese symbols with contemporary design elements, creating a product range that appealed to a wide-ranging audience.

By celebrating the Year of the Rat in style, Nike tapped into the consumer desire to embrace the astrological sign of the year. The collection resonated with Chinese consumers and those who appreciated the aesthetics and cultural significance, exemplifying Nike’s ability to bridge tradition and trend seamlessly.

Pitfalls to Avoid

While successful Chinese New Year campaigns can yield immense rewards, it is equally crucial to heed the cautionary tales of brands that have faltered in their attempts to tap into this celebrated tradition. 

1. Pepsi’s “Fails” Campaign (2018)

In 2018, Pepsi ignited a controversy with an ad that exhibited a lack of cultural sensitivity. The ad featured Kendall Jenner seemingly resolving a protest by offering a police officer a can of Pepsi, implying that a soft drink could heal societal divisions. The commercial’s oversimplification of complex social issues and its trivialization of protests were immediately met with public outrage.

The campaign’s failure can be attributed to a profound misunderstanding of the cultural and social nuances surrounding such sensitive topics. Pepsi’s attempt to capitalize on a festive occasion came across as tone-deaf, rendering its message culturally insensitive and deeply inappropriate.

2. Dolce & Gabbana’s Controversial Campaign (2018)

The same year, Dolce & Gabbana faced a monumental public relations crisis during the Chinese New Year season. The brand’s ill-conceived campaign featured a Chinese model attempting to eat Italian food with chopsticks, a portrayal that many deemed offensive and culturally insensitive. The controversy deepened when offensive messages allegedly sent by one of the brand’s co-founders surfaced online.

This debacle illustrates the potential repercussions of cultural insensitivity and the power of social media to amplify consumer outrage. Dolce & Gabbana’s failure to understand and respect Chinese culture damaged their brand reputation and resulted in canceled events and a significant loss of sales in the Chinese market.

These instances serve as stark reminders of the pitfalls that brands must avoid when participating in Chinese New Year marketing. Cultural awareness, research, and sensitivity are paramount. Brands that fail to appreciate the intricacies of the holiday’s customs, symbolism, and values risk alienating their target audience and facing public backlash.

Strategies for Brand Success

As brands seek to capitalize on the global influence of Chinese New Year, it is essential to approach this vibrant market with careful consideration and strategic intent. To ensure success, here is a checklist of practical tips and strategies that emphasize the significance of cultural sensitivity, authenticity, and local market knowledge:

1. Cultural Sensitivity and Respect

  • Prioritize cultural awareness and sensitivity throughout the campaign planning process.
  • Invest in cross-cultural training for your team members to foster a deep understanding of Chinese traditions and values.
  • Conduct thorough research to avoid any inadvertent cultural insensitivity in your messaging, imagery, or symbolism.

2. Authenticity and Storytelling

  • Craft authentic narratives that resonate with the spirit of Chinese New Year. Share meaningful stories that reflect the values and aspirations of the holiday.
  • Showcase your brand’s commitment to cultural understanding and appreciation in a genuine and transparent manner.
  • Highlight the cultural significance of your products or services in a way that feels authentic rather than forced.

3. Local Market Knowledge

  • Recognize that Chinese New Year traditions can vary across regions and communities. Tailor your campaign to specific local customs and preferences.
  • Leverage local partnerships and collaborations to gain insights into the nuances of your target markets.
  • Stay informed about market trends and consumer behavior in the lead-up to Chinese New Year, adapting your strategies as needed.

4. Integrating Chinese New Year Themes

  • Incorporate traditional colors such as red and gold, which symbolize luck and wealth, into your product packaging, marketing materials, and store decorations.
  • Feature Chinese New Year motifs, zodiac animals, and auspicious symbols in your designs to resonate with consumers’ cultural sensibilities.
  • Develop special limited-edition products or collections that align with the Year of the Dragon and the Wood element, reflecting themes of strength and growth.

5. Personalization and Gifting

  • Consider offering personalized or customizable products and services, echoing the tradition of gifting hongbao (red envelopes).
  • Create unique and memorable customer experiences, such as personalized messages or exclusive gifting options.
  • Encourage consumers to share their Chinese New Year experiences with your brand through user-generated content, promoting a sense of community and connection.

6. Digital Engagement

  • Harness the power of digital platforms, especially social media and e-commerce, to engage with consumers during Chinese New Year.
  • Develop interactive campaigns, games, and challenges that encourage user participation and generate buzz.
  • Utilize Chinese social media platforms such as WeChat, Weibo, and Douyin to reach a wider audience and engage in real-time conversations.

By adhering to these strategies and ensuring cultural sensitivity, authenticity, and local market knowledge, brands can navigate the complexities of Chinese New Year successfully. The Year of the Dragon and the Wood element provide a unique backdrop for creating meaningful connections with consumers and driving brand growth. Remember that the global influence of Chinese New Year is not just an opportunity for sales but also a chance to foster long-lasting relationships and brand loyalty.

Unleash Prosperity: The Power of Chinese New Year Marketing

Chinese New Year is more than a holiday; it is an unparalleled opportunity for brands to bridge tradition and trend, uniting the profound significance of culture with the dynamic forces of global commerce. It is a time to celebrate the harmony of tradition while daring to innovate and create trends that resonate with consumers.

As we look ahead to the Year of the Dragon and the Wood element in 2024, let us remember that Chinese New Year is not merely a festival; it is a canvas on which brands can paint stories of prosperity, connection, and growth. It is a time when tradition and trend converge, offering a transformative journey for brands and consumers.

Conducting market research on an international scale is an increasingly common requirement. Global markets are more important than ever, offering growth to businesses facing domestic stagnation or saturation. But international market research can be challenging to get right. In this article, we explain the top 5 challenges in international marketing research together with our top tips for overcoming these.

What are the top challenges in international marketing research?

1. International markets are incredibly diverse

Some business fail to appreciate the diversity within a region or indeed a country. Only by rooting out the nuances of different geographical areas, cultures and consumers, can you get an accurate picture of what people value and whether your products and services might succeed.

2. There can be a temptation to go too broad

Linked to this, sometimes when companies set out on international marketing research projects, they make the mistake of going too broad and trying to understand a region as a whole. Another error we see is firms commissioning research to target one market and then using this as a jumping off point into others with “similar” attributes. This inevitably leads in costly mistakes as brands map their assumptions about one market onto another.

To avoid this, be clear on the emphasis of your research. Where are you looking to focus? Why? Looking too broadly across a region of different markets, or exploring how an entire product range might perform, can cloud the picture.

3. Finding the right research partner

The next big question is whether you have the research capabilities to conduct meaningful projects internationally. Most brands and their research partners can run domestic research projects with ease. But if you’re in the UK, say, even going as far afield as France or Germany requires different sensibilities and capabilities. The more international you get, the harder you need to look for that kind of experience and expertise.

4. Bringing together local and global expertise

This is one of the biggest challenges in international marketing research and there has to be a collaborative effort and a shared understanding of the mission, the methodology and the insights to overcome this. A research team at HQ might working with a local marketing team to understand how to position a product for success in an emerging market. But if the teams are siloed and don’t have a consistent understanding of the brief, their approach to researching the market and their findings might not actually help deliver on the challenge at hand.

5. Ensuring that the project is realistic from the outset

This is where all the other challenges in international marketing research come together: which markets, what purpose, the capabilities available, and the effectiveness of the output – all within a budget that makes sense. There are always going to be limits to what’s practical – and the last thing any client needs is to be spending large sums testing international markets to no effect.

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Meeting the challenges in international marketing research – tips and tricks from our experience in the field

1. Get the brief and the scope right

The more you can nail down exactly what you need to know, and about which markets, the better your international marketing research will be. The key here is to dismiss the idea that lessons from one market can be overlaid onto other markets. Your approach might not even work in the same region, much less globally. So ensuring the brief isn’t burdened with too many assumptions, and is very clear on objectives, is key.

For research into one new international market, the brief can be clear cut. You’ve picked one new place to trade, and you probably have some specific questions? Will the branding work? Do we need to alter the packaging, are there specific features we need to tweak? But as soon as you broaden the scope – to, say, three new markets covering a region – the nuances become more important in the brief.

One solution is to ask questions at every stage. Why these three markets? What are they like? What do we need to know about purchaser sentiment there? How will a research project change what we decide to do in each markets? Companies that are open with their agencies on operational and marketing strategies – rather than prescribing research about the areas they know matter in their existing markets – will see more effective results.

2. Understand the cultural nuances you’ll face

Everyone knows instinctively that cultural differences are both a factor in conducting meaningful research internationally – and a major reason for doing that research in the first place. ‘Market immersion’ is a key concept, and that’s all about getting to grips with the cultural context. But local nuances within new markets can catch people out. In South Africa, for example, there are multiple cultural groups. Having local knowledge of how to tease those out is vital to breaking in South Africa.

That means one of our jobs as global research partners is challenging clients at the briefing stage to ensure these considerations are baked into the research approach and the analysis and interpretation of the results. The good news is that when you have research experts living and working in these markets, like we do, cultural nuances are easier to plan around. We use this inside knowledge about how people live to help understand opinions, habits and behaviors.

3. Don’t think language is just about translation

Companies are often wise to the importance of understanding ‘culture’ and as a result, adopt a cautious approach. But one mistake people make in international market research is to assume that ‘language’ is easier – it’s just a question of running a survey or its results through Google Translate, right? But that’s never a good idea. It requires a much more nuanced approach, as described in this article from Research Live.

Language isn’t just what we say, but how we say it. And local variations within international markets – think Swiss German or Quebecois French, but the list is endless – further complicate the issue. It’s fascinating stuff – which is why we’re writing a separate blog post on language. What this space…

4. You’ll need the nuance: go regional

Understanding local culture and language are important in their own right. They’re also the gateway to getting out of the big cities and understanding the whole market. Tokyo is a true megacity – but it doesn’t reflect all of Japan. Paris is iconic – but its citizens have very different values to those in Marseilles, let alone rural France.

Here’s where you need to understand geography and supply chains. If you’re moving into a new international market in a limited way – or if distribution is going to impractical outside conurbations, say – then researching inside big city bubbles might work just fine. But for national penetration, and in markets where businesses or consumers are more evenly distributed, understanding attitudes and behaviors across the country is a must.

For brands with an existing presence, existing assets on the ground are a hugely valuable resource for understanding these nuances. That could be local-office marketers or salespeople. Distributors and major customers can also offer insights. We love to work with chief marketing officers (CMOs) who have a helicopter view of a region and are clear about strategic objectives. But triangulating between them, their local marketing teams and our local research teams in the field tends to generate better results.

5. Decide on the most effective methodology

Another big benefit of having local teams in place like ours is that they have expertise in the best methodologies to use in different markets. This is sometimes a subset of culture, but in other markets it’s driven by the levels of technology adoption, geography or working practices. Some examples:

  • In Indonesia, face-to-face research is considered the norm; telephone depth interviews tend not to deliver a good hit rate.
  • In Japan, groups respond better to moderators of the same gender; and people are more likely to undertake qual work at the weekends.
  • It’s not acceptable in Saudi Arabia for researchers to interview women in the home one-on-one. And across the Middle East – and many other regions – mixed-sex focus groups tend to be a no-no.

You can read about others in our guide to conducting online market research in Asia.

This is also why more open briefing processes can be valuable in international research. It’s all too easy to apply a blanket methodology across a whole region and end up struggling to execute the research. Better to frame the key questions the organization needs to answer and tailor the research in each key market.

6. Calibrate your responses

Cultural and language shape the way you ask questions, then and they’re huge factors in interpreting the results of any research, too. A keyword search on a crude translation of responses could mean missing crucial insights – or, worse, coming to incorrect conclusions.

And don’t think this just applies to qualitative, descriptive research where local idiom, slang or cultural references might catch you out. International quantitative research also has to be calibrated by analysts with an appreciation for local nuance.

Respondents in some markets are more likely to agree with statements than others. For instance, you’re more likely to see people in agreeing with statements in India than you are in Japan. Even the way you phrase questions – not just translate them, but the nuance in the question itself – will affect the level of consistency in scores you can achieve between different cultures.

That’s particularly important for big global brands with a very set idea about how they do their brand equity or NPD studies. The alternative is to develop a more organic approach, so that the questions set allow you to reflect local nuance. It might be as simple as using a four-point rather than a five-point scale in markets where respondents are most likely to sit on the fence.

7. Use market research as a tactical, not just strategic, lever

It can be tempting to seek very broad answers from international market research: “will this product work in this market?” Or: “how should we tweak the service offering to meet this country’s needs?” These will help brands decide on strategic issues. But the more nuanced the approach, the more likely it is that the research will feed into local tactics for a brand, making its international investments work even harder.

That’s actually a common theme in research: properly granular insights ought to help on a number of decisions. It’s not just a ‘go/no-go’ binary but research should inform everything from pricing to choice of distribution channel; support for local sales operations, to targeted advertising.

A new era for international research

We’ve certainly moved on from an earlier era when global brands assumed continent-scale uniformity. Even if a business sees an opportunity in ‘Latin America’, has an ‘Asian strategy’ or issues financial reports for ‘EMEA’, serious decision-makers know they need to go, at the very least, to the country level for insights that will help their plans succeed. And they understand that it can be counter-productive to seek out ‘apples to apples’ comparisons between markets when a little nuance can go a long way.

One factor that’s complicated the picture more recently is the global Covid-19 pandemic. Because so much commercial activity is now managed remotely, there’s a temptation to run multi-market studies with a uniform online methodology. If everyone in the world is attending focus groups via the same videoconferencing app, what’s the difference?

The risk here is that the huge advantages of technological solutions are watered down in the hunt for low-cost, ‘big picture’ regional results. Online research can be conducted quickly and flexibly. And clients can immerse themselves in research projects more easily, gaining their own insights into consumer reactions on the other side of the world.

But research that is tailored, for example, to local respondents’ cultural norms will yield much better results. You can quickly adapt a methodology to a market when you have local research expertise and a clear idea of the brand’s mission. For instance, recognizing that in India you’ll need to avoid any methodologies that rely on lengthy video inputs, and instead combining text, image-based and short video tasks, will get you the insights you need.

The most successful companies understand that an international project isn’t as simple as handing a research agency a questionnaire and generating perfectly uniform results across every territory.

You know your product or service better than anyone; we know the right questions and methodologies that will get you where you need go; our local teams understand the cultural norms; and good translations – culturally and linguistically – can bring it all together. Find out about the regions where we can conduct international market research or get in touch to speak to us about an international project.

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