The Power of Cultural Curiosity: Why Brands Must Embrace the Unknown

In a rapidly evolving world, brands find themselves navigating the ever-changing currents of culture. To truly connect with the modern-day consumer/ target audience, brands must embrace the art of cultural curiosity. By stepping into this unknown realm, brands can uncover new opportunities, foster meaningful connections, and remain relevant in an increasingly diverse and dynamic marketplace.

Foremost, what is Culture in the first place with regard to branding and marketing? I'm certain that your elementary knowledge of culture definition will kick in and yeah, you are not far off.

I discovered these sociologists while researching this article. I love their perspectives on culture because bits of their arguments align with my POV on culture. Richard Hoggart and Raymond Williams were prominent sociologists who made significant contributions to the study of culture. While they shared some common perspectives, they also had distinct views on what it is.

For Richard Hoggart:

He viewed culture as a powerful force that shapes individuals' lives and society as a whole. Hoggart argued that culture is not limited to high art or intellectual pursuits but is found in everyday life, including popular culture and the experiences of ordinary people. Culture is not static but constantly evolving, influenced by social and historical contexts.

For Raymond Williams:

Williams approached culture from a broader perspective, encompassing various forms of expression, communication, and social practices. He emphasized that culture is not just a set of artifacts or products but a lived experience embedded in social relations. He highlighted the relationship between culture and power, arguing that cultural forms are produced and influenced by dominant social, economic, and political structures. Williams also emphasized the concept of "structure of feeling," which refers to the shared values, attitudes, and emotions that define a particular historical moment. He elaborated on the importance of understanding the cultural context and lived experiences of different social groups to fully grasp the complexity of culture. To him, culture is not just a reflection of society but also a site of struggle and contestation.

In summary, both Hoggart and Williams recognized the significance of culture in shaping society and individuals' lives. They emphasized culture's social and historical dimensions and the need for critical engagement and analysis. While Hoggart focused on class and everyday culture, Williams adopted a broader perspective, examining culture's relationship with power, social structures, and historical contexts.

So where does this lead brands and marketing in the context above? For brands seeking to hack and stay part of a culture, they must embrace and practice the following:

1. Untapped Potential of Cultural Curiosity:

Imagine a brand that eagerly embraces the curiosity gap — the space between what consumers know and what they desire to know. This mindset propels brands to explore uncharted cultural territories, leading to exciting discoveries and limitless possibilities.

Example:

• Dodo Gang: Dodo Gang is a Nigerian fashion brand that combines traditional African prints with contemporary designs. They produce stylish and vibrant clothing and accessories that appeal to individuals interested in exploring African fashion and culture. Dodo Gang has successfully tapped into the curiosity surrounding African prints and patterns, both locally and internationally.
• Nkataa: Nkataa is an e-commerce platform that has capitalized on cultural curiosity by offering a wide range of Nigerian food products online. They provide a convenient way for Nigerians in diaspora and curious food enthusiasts to access traditional Nigerian ingredients, spices, snacks, and beverages.
• House of Tara: House of Tara is a Nigerian cosmetics brand that celebrates African beauty and offers a wide range of makeup products specifically tailored to African skin tones. By recognizing and catering to the unique needs of Nigerian women, House of Tara has effectively leveraged cultural curiosity and gained a loyal customer base.
• Starbucks, known for its iconic coffee culture, recognized the curiosity surrounding tea in markets like China. By diving into the cultural nuances and developing unique tea-based beverages, they tapped into an untapped market, capturing the curiosity and preferences of Chinese consumers.

2. Embracing Cultural Fluidity:

Cultural curiosity encourages brands to view culture as fluid rather than static. It prompts them to examine how culture constantly evolves, influenced by social, technological, and economic factors. Brands that adapt to this fluidity position themselves as cultural chameleons, effortlessly adapting to changing tides.

Example:

• Nkataa: Nkataa, an e-commerce platform mentioned earlier, not only taps into cultural curiosity but also embraces cultural fluidity. In addition to offering traditional Nigerian food products, they also provide a selection of international food items. By incorporating diverse food choices, Nkataa caters to the multicultural tastes of Nigerians and promotes cultural fluidity in culinary experiences.
• Apple, renowned for its sleek and innovative designs, has mastered the art of cultural fluidity. By incorporating diverse perspectives and design aesthetics from various cultures, they continuously reinvent their products to resonate with global consumers, creating a sense of anticipation and curiosity with each release.

3. Cultivating Authentic Connections:

Curiosity is the key that unlocks the door to authentic connections. By delving into cultural curiosity, brands can cultivate genuine relationships with their audience. This approach fosters trust, authenticity, and a shared sense of exploration.

Example:

• One Nigerian brand that has excelled in cultivating authentic connections is "Chop, Chat, Chill" (CCC). CCC is a food and lifestyle brand that focuses on creating meaningful connections through shared culinary experiences. They provide a platform for individuals to connect with one another, share stories, and forge authentic relationships over food. They organize pop-up dining events, cooking workshops, and food tours that bring people together in a relaxed and social environment. These experiences not only showcase the diversity of Nigerian cuisine but also encourage participants to engage in conversations and connect on a personal level. What sets CCC apart is their emphasis on creating an authentic and intimate atmosphere during their events. They curate unique dining spaces, such as outdoor picnics or themed dinners, where attendees can feel comfortable and engaged. The brand also prioritizes using locally sourced ingredients, supporting local farmers, and collaborating with Nigerian chefs to offer an authentic culinary experience.
• Nike's "You Can't Stop Us" campaign is a testament to the power of authentic connections. By showcasing a diverse range of athletes from different cultural backgrounds, Nike tapped into the curiosity surrounding sports, unity, and inclusivity. The campaign struck a chord with consumers worldwide, creating a deep emotional connection rooted in shared values and curiosity.

4. Innovating Through Cultural Cross-Pollination:

Curiosity knows no boundaries, and neither should brands. By actively seeking inspiration from diverse cultures, industries, and disciplines, brands can engage in a process of cultural cross-pollination. This approach sparks innovation, propels creative thinking, and sets brands apart from their competitors.

Example:

The Nigerian fashion industry thrives on cultural cross-pollination. Most luxury designers draw inspiration from a myriad of cultural influences, blending elements from different eras, art movements, and global traditions. This fusion of cultural curiosity creates groundbreaking designs that captivate consumers' imaginations.

Conclusion:

In the realm of branding, cultural curiosity serves as the compass guiding brands toward new horizons. By embracing cultural curiosity, brands can uncover untapped potential, navigate cultural fluidity, cultivate authentic connections, and foster innovation.

The power of cultural curiosity lies in its ability to transform brands from passive observers to active participants in cultural conversation. As brands step boldly into the unknown, they will have to embrace the true essence of cultural curiosity, redefine the boundaries of possibility and shape a future for their products and services where cultural exploration and connection flourish.