Cultural Marketing: Integrity Outshines Hype
Cultural marketing is no longer just a buzzword – it’s more a case of having an ethos that can also shape your strategic marketing. Let’s get to the bottom of the hype.
Developing a strategic marketing using “culture”
In an age when consumers integrate their consumption holistically into their worldview, short-term advertising no longer fits the bill. Today, brands must position themselves for the long term in environments where (sub)cultures form and become authentic members of communities and digital ecosystems.
Marcus Merheim, Deputy Chairman of the Digital Working Worlds panel at the German Association for the Digital Economy (BVDW) and founder of hooman EMPLOYER MARKETING, puts it in a nutshell:
“Cultural marketing is more relevant today than ever before. In a world where people evaluate brands based on integrity and identity, advertising alone is no longer enough. Companies must become part of cultural conversations and communities of shared values. Those that understand social trends, demonstrate a clear ethos and leverage it to generate resonance remain top of mind, gain trust and establish long-term customer loyalty.”
This precise topic was addressed in the DMEXCO 2025 session, “The Emperor’s New Clothes – Cultural Marketing: Gamechanger or Just Another Ad?” – one of this year’s most fascinating panel discussions for anyone who sees marketing not as a one-way street, but as a cultural dialogue. Brand managers, agencies and creatives discussed whether cultural marketing is actually a game changer for B2C marketing strategies or whether it runs the risk of becoming an empty formula.
The key takeaway: Genuine cultural relevance only comes about when brands are willing to listen, stand up for their values and assume responsibility. Those that only use cultural trends to fuel campaigns remain superficial. On the other hand, brands that credibly share and help shape cultural values build long-term relationships and trust, thereby creating, in the words of Maurice “Moe” Endres (Cultural Marketing Director, Serviceplan Culture), a true “return on culture.” Read our whitepaper to learn more about why culture involves more than just communication and discover strategies that can help your brand secure lasting relevance.
