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What do Singapore and France have in common? In 2023, people in both countries were abandoning more and more pets. Inflation has increased the cost of pet food and veterinary care in both countries, leaving pet owners with no money to care for their pets.
There is a pattern of pet abandonment in Singapore, and as festivals and holidays approach, the number of abandoned pets increases rapidly as people carry out “spring cleaning.” In France? Travelers heading to France’s beaches and countryside in the summer are silently abandoning their pets in shelters, accounting for 60,000 of the 100,000 animals abandoned in France each year. As a result, France is now “first in Europe for pet abandonment,” according to the Brigitte Bardot Foundation. This is despite the fact that in both countries, abandoning a pet can result in hefty fines and prison sentences.
cultural insight
Insights like the ones above are cultural insights, capturing the influence of cultural factors such as economics, festivals, and collective recreation practices on consumers. While consumer insights show what consumers are thinking, cultural insights provide a more salient view of what motivates consumers to think and what influences their thinking. Examine external factors.
The pandemic forced the public to spend time in isolation, resulting in more Singaporeans adopting pets for comfort and companionship in 2020 and 2021. However, in 2022, as stay-at-home orders eased and offices opened, people have less time to spend with and care for their pets. As a result, pet abandonment rates have soared by 30%.
Marketing efficiency
Large-scale cultural insights consider the influence of cultural factors on consumers around the world, allowing you to find similarities and differences in consumer behavior. These can help you identify geographic audiences that have or will have similar interests and pain points.
take Kadak chai, for example. Widely consumed in India, this type of tea is known for its bold aroma and strong flavor with a variety of spices such as cardamom, ginger, cinnamon, and black pepper. It is also based in the United Arab Emirates, where it migrated with the Indian diaspora in the 1960s, where it has become the unofficial national drink under another name. Karak Chai.
It is now becoming more popular in the UK, with brands such as Karak Chaii popping up across the country. Founded in Birmingham, the eponymous street food chain offers a variety of hot and cold drinks, and in just four years he is on pace to have 25 stores by the end of 2023. .
What does this mean for marketers? Smart marketing strategies personified through the lens of local culture can help target consumers around the world with similar interests at once. This means lower budget allocations, fewer resources spent, and higher ROI. The beauty of cultural insights is their adaptability: they can be local, national, or international. You can use international insights to create key campaign strategies, and use regional and country insights to specifically target consumers in regions and countries of interest.
The power of cultural insight
Our marketing industry still relies on consumer insights to refine campaigns, but cultural insights can help create and execute campaigns more efficiently and effectively. . It can also predict future trends.
The cultured meat industry is attracting significant investor interest. In 2021, $1.4 billion was poured into more than 100 cultured meat startups. This excitement stems from two factors: the potential to surpass the taste and texture of traditional meat, and the estimated ability to reduce the amount of land and water needed to grow meat by up to 98%.
We have more good news. Singapore and the US both have regulatory approval for commercial sale of lab-grown meat, and the Netherlands opened the product to consumer feedback in July this year. Domestic market entry activity is expected to pick up soon as consumer interest increases.
Cultural insights therefore bring nuance and context to what consumer insights reveal, helping to understand and predict consumer behavior at a variety of scales. In this regard, cultural insight becomes a competitive advantage and an essential tool for organizations aiming to become strong global brands.
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