With Cannes Lions 2016 only three weeks away, we look forward to hosting a keynote discussion on how culture tops geography, live on stage at the Palais des Festivals.
Imagine a world united by culture. A place where countries with similar attitudes and approaches to life sat side by side.
We know where everyone is – the world was mapped a long time ago – but do we truly understand how each country thinks? The fact is that countries that are close together geographically can be very different in attitude and emotional response.
Do we know how or why a creative message can trigger a different response in countries that seem superficially similar, but where consumer attitudes are remarkably different?
It’s time to view the world through a different lens: one that rates personality and culture above location.
Cultural studies have existed for decades and are widely used by management experts, but until now have rarely been considered by marketers, despite the huge implications for every facet of our work from creative to comms to distribution.
Factors such as income levels, stage of technological development (which might influence media choice), cultural similarities or even shared psychology (which could help maximise the effectiveness of messaging) all need to be understood if we are to create communications that work.
Without cultural awareness we will never know how celebrity endorsers should be used in India and Australia with their vastly different Power Distance Index scores and why product launches in Israel and Japan could actually benefit from one another thanks to their Risk Averse cultures.
This session will unveil the first-ever update of the granddaddy of Cultural Connections studies – Hofstede’s Cultural Dimensions – conducted by Dr Geert Hofstede in the 1960s and 70s.
It will reveal our cultural differences and similarities in granular detail, including what Hofstede 2.0 will look like since the age of the internet.
Discover the cultural nuggets that explain why some campaigns work and others #fail. Get to grips with true global marketing by creating the new cultural map of the world.
The keynote discussion will be taking place at The Forum stage from 16:45 to 17:15 on Wednesday, 22 June 2016. Click here to find out more.