Brands risk giving up on their cultural research – as Heinz recently learned

Many brands fail to understand the cultural diversity of their audience and face backlash, cancellations and loss of trust.

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RWS Holdings research found that consumers, particularly younger Gen Zers, associate cultural awareness with positive brand recall.

The company says cultural sensitivity is key to building strong relationships with consumers. Our research shows that 77,133 respondents believe a brand’s ability to understand cultural nuances has a positive impact on their relationship with the brand.

Heinz Removed Heinz Advertising

86 % have been confronted with inappropriate cultural content. For example, the Heinz pasta sauce campaign. This is due to a lack of cultural research that would have allowed them to understand its full implications.

RWS says that "if Heinz had done more research or sought out cultural experts to help with her campaign, it might have turned out differently."

According to our study, 96% of Gen Z respondents said these marketing mistakes are common in today's globalized landscape.

The Heinz pasta sauce advert that was removed has been replaced by… A marriage was shown between a colored man and a colored womanHeinz, which was criticised for showing a woman at a table with only her mother, and for pointing out that the man was present with both his parents, said: "We value our audience's views on all campaigns."

“Perpetuated negative stereotypes”

We understand that this advertisement may have inadvertently perpetuated stereotypes.

We sincerely apologize. “We will continue to learn, listen, and improve to prevent this from happening again.”

Seventy-seven percent of millennials agree that consumers demand brands respect their cultural heritage.

Gen Z, however, says they place a high priority on cultural research and understanding when deciding whether or not to interact with brands.

RWS says, “This data underscores the importance of cultural research as a critical strategy for brands looking to connect with their audiences and build lasting relationships.”

Brands can help by taking the following steps:

• Cultural audits Consult professionals and do proper research before launching a campaign
• Semiotics: an objective Instead of just choosing attractive images, explore the meaning behind the visual elements.
• Visuals can also be localized. To ensure that each activity is representative of the region and its inhabitants.
• Test campaigns Focus groups can be held locally before a product or concept is launched, even before it is approved. This will allow you to get feedback from locals.
• Diversification of teams and leadership One of the most important preventive measures