Cultural Icebergs

Cultural Icebergs:Pepsi, Beyonce and the Shifting Cultural Frame January 28, 2013 Rob Fields robfields.com @robfields

The seas of popular culture are full of icebergs that can be deadly for brands.

First, what isCulture?

ValuesAttitudes Arts Conventions what isCulture? Behavior BeliefsSocial practices Human knowledge Technology

Culture is context.Through it, we make sense of the times we live in.

Culture is why. . . + . . . sparked a backlash

Food & healthadvocates wereNOT happy

The pushback spread. . .

but it didn’t come out ofnowhere

40+ years of growing awareness

Meanwhile. . . 36% of adults & 17% of kids*obese in the U.S. are*CDC/NCHS report, January 2012 http://www.cdc.gov/nchs/data/databriefs/db82.pdf

If obesity rates continue on their current track,by 2030 the loss of economic productivitycould be as high as$580B annually** 2012 Robert Wood Johnson Foundation, F Is For Fat: How Obesity ThreatensAmerica’s Future http://bldlv.us/V0NGuL

Michelle Obama’s initiative to combat childhood obesityBeyonce is a high-profile supporter

Bey did an official video for the effort, “Move Your Body”Michelle even learnedthe steps

So this is the story of two brandswho did a $50 million dealwithout fully grasping. . .

. . . how much the cultural framehas shifted.

What’s next?

Brands and consumers Human Knowledge Attitudes Valuesexist within Arts Beliefs Behavior Social Practices Technology the context of culture

As well, like light goingthrough any media. . . Communication angle of incidence Culture Conventions Behavior Human Knowledge Attitudes Values Social Practices Beliefs Communication angle Messages aimed here. . . . of refraction . . .often end up here. The. . .culture changes how reason? Refraction viamessaging is received the medium of culture!& understood.

Consumers are not separate from culture Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology

Neither are celebrities. Human Knowledge Attitudes Values Arts Beliefs Social Practices Behavior Technology

What’s needed is a new approach that better integrates culture, brands & consumer insights

Until then,brands attempting to navigate cultureshould get used to hitting icebergs.

About the author Rob Fields is a cultural curator and an award-winning marketer, who focuses on the intersection of culture, business and marketing. Find out more about him at: • robfields.com • Follow him on Twitter: @robfields

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Cultural Icebergs

by Rob Fields on Jan 28, 2013

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