Imagine you’ve been married for ten years. The songs you played at your wedding, the slang you used in your vows—probably not things you’d use today. In global business, the same principle applies. What resonated with your customers five or ten years ago might seem outdated or even irrelevant now. Cultural trends shift. Attitudes change. Staying relevant requires more than a one-time localization effort—it’s an ongoing process.
Businesses that adapt to these changes keep their audiences engaged and loyal. The ones that don’t? They risk being seen as out-of-touch.
When Netflix entered new markets, they didn’t just slap subtitles onto existing shows. They invested in local productions and continuously fine-tuned their content to reflect the values and tastes of regional audiences. That’s why Netflix originals like Money Heist (La Casa de Papel) and Squid Game became global sensations—because they spoke authentically to local viewers first.
On the flip side, brands that ignore cultural shifts often experience awkward or even damaging missteps. Just think of advertising campaigns that fail to account for modern sensitivities around gender, race, or environmental issues. These are the moments that end up on social media for all the wrong reasons.
Example: Mercedes-Benz faced a challenge in China when its brand name was mispronounced in a way that sounded like “rush to die,” which could deter potential customers due to negative connotations.
Trends move fast. Whether it’s changes in humor, fashion, or social values, these subtle nuances can make a huge difference. A joke that was popular five years ago may now be cringe-worthy or offensive.
Example: Walmart had difficulties in Germany due to cultural differences, such as employees’ discomfort with enforced cheerfulness and customers’ preference for bagging their own groceries. These misalignments with local customs contributed to Walmart’s eventual withdrawal from the German market.
Ignoring evolving cultural expectations can damage your brand’s reputation. Customers may see you as out of touch or, worse, disrespectful. In today’s interconnected world, even one misstep can quickly go viral, hurting both your global and local standing.
Do you know anout Dolce & Gabbana’s controversial ad in China? In 2018, Dolce & Gabbana released ads featuring a Chinese woman attempting to eat Italian food with chopsticks, accompanied by a male voice giving directions. The campaign was criticized for cultural insensitivity, leading to public backlash and calls for boycotts in China.
Global relevance isn’t a “set it and forget it” task. It requires continuous effort—monitoring trends, refreshing your materials, and listening to your markets. But when you get it right, the payoff is worth it: stronger customer loyalty, better engagement, and the ability to stay one step ahead of your competition.
Let’s face it—relationships thrive when you stay attentive to the changes around you. It’s no different with your global clients. PRESTO is here to help you stay relevant, agile, and culturally aware. Ready to future-proof your messaging?
