Cultural cloutThe role of culture in consumer

decision making

Justin GibbonsCreative Director

Arena Media

We’ve learnt a lot about decision making

And we’re still learning

There is a new layer to consider: the role of culture

Brands sit at the heart of this new understanding

Brands exist in the cultural world of the consumer

What are ‘cultural texts’ ?

A plethora of academic research demonstrates the role of media context

Newsbrands are ‘the new cultural intermediaries’

Media with Cultural Clout support brands’ cultural ideals

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5 things to think about

• What are the cultural ideals my brand could or should support?

• What stories does my brand have to tell to support these ideals?

• In media, where do these cultural stories exist?

• Which media have the most cultural clout?

• Are there ways of working with Newsbrands to leverage the cultural story?