Ideas
Explore the world's #1 largest database of ideas and innovations, with 458,074 inspiring examples.
Trend Reports
Discover why 1,231 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,714 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 1,231 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 321,714 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Articles & Magazine
Get inspired with our 4,204 innovation strategy articles, keynote, videos and innovation tools.
Innovation Awards
Trend Hunter’s Innovation Strategy Awards recognize the best innovation tactics gathered from our interviews with some of the world's most notable business leaders, authors and change makers.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Innovation Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
FuturistU
Prepare for the years ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Innovation Books
Join 20,000,000 people getting better and faster with our New York Times Bestselling books and keynote videos.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Custom Masterclasses
Join the world's leading brands who leverage our custom programs to accelerate innovation.
FuturistU 5-Day Program
Become a Futurist with our immersive 5-Day program at Future Festival World Summit.
Online eLearning
Learn the fundamentals of futurism and trends with 100+ online courses about innovation.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
Follow-Us
Join our 3,500,000 social media followers, on the cutting edge.
How to Hunt
Learn more about how to hunt megatrends, ideas, patterns and opportunity.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our in person events.
Free Webinars
Learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 458,074 cutting edge ideas.

How to Approach Cultural Marketing with Tact

Courtney Scharf
November 15th, 2012
Though difficult, brands can greatly benefit from cultural marketing and catering to particular groups of consumers based on traditions, norms and values in a given community. Doing so can be risky, but when executed correctly and with care, cultural branding can be highly effective.

When looking to capitalize on and align themselves with Pride Week 2012, Nike took steps to respectfully show its support for the event. The incredibly famous athletic wear brand released its 'Pride Pack,' a set of three sneaker designs that celebrated achievements in American cities. The shoes featured an inspiring quote in the inside of the shoe, and featured subtle details like rainbow accents to complement the items' theme. The most interesting detail about the pairs of shoes is that each shoe was made to represent a city: San Francisco, Portland and New York City. These cities were chosen because of achievements made by LGBT communities in each respective area, showing that Nike was not only seeking to benefit from the LGBT population, but honoring them as well. This approach kept the brand from appearing like it was engaging in tokenism, but instead invested in and respectful of the communities that it was targeting. Pride Week was a widely covered event in the media, and carefully aligning themselves with the cause was a wise move on Nike's part.

In honor of the year of the dragon, Coach teamed up with NeochaEDGE, a Shanghai-based creative agency with a strong following. Together, the collaboration released a traditionally shaped Coach-branded purse with a tastefully designed gold dragon emblazoned on the side. By involving a company based in China, the demographic that the brand was targeting, Coach avoided coming off as exploitative in this design endeavor.

For more information regarding cultural marketing tactics and other branding approaches, check out Trend Hunter's Marketing Trend Report.