Effective localization begins with understanding your audience
When it comes to localization, an often overlooked (or underestimated) aspect is the influence of culture on consumer preference and behavior. In spite of a perfect translation, a marketing message that resonated in the US might fall flat in Japan. And what worked in Latin America will likely not be as effective in Germany.
The key to effective international advertising is awareness of the underlying cultural values that shape consumer behavior. (And yes, the same goes for B2B advertising, since every purchase decision is still made by a human). The process of localization is very similar to how you would approach your ‘home’ market. It is not more complicated but you have to do your homework and understand what drives your audience.
For marketing professionals looking to refine their global advertising strategies, this article is meant to help you get started. We’ll explain why culture matters, explore how values may differ around the world, and we’ll even give some suggestions on how to align your creative.
Why cultural values matter in advertising
Similar to a person’s life experience, culture is part of the equation that shapes how people think and act. It is rooted in historic events, evolved over time, intangible yet hard to erase and omnipresent. It’s a foundation, a lens through which people view the world. And because of that constant lens, culture can also influence what triggers a person, what appeals to them, and what they respond to (or choose to ignore). But unlike personal life experience, culture is a collective concept. It is present in a larger group of people that share the same heritage, which makes it very relevant for marketing and advertising. Whether it is individualism, family or spirituality—cultural values can have a profound impact on how people perceive and respond to brand messages.
Understanding these values and differences (basically: knowing your audience) is a critical first step in developing effective localized content. Brands that align their messaging with the cultural priorities of their audience are more likely to connect at a deeper level, build trust and receive higher consideration. When companies fail to recognize these cultural nuances, even the most well-funded campaigns can miss the mark.
Effective localization is about crafting messages that resonate emotionally and culturally with the target audience.
How to align your message with cultural priorities
The following section covers some of the commonalities that are dominant within certain cultures—be it values, believes, norms or behaviors. This is not to say that every native will share the exact same values but, generally speaking, they hold true. And, just like any other strategic marketing or segmentation exercise, you want to know what drives your audience in order to tailor your message accordingly. The process of International marketing is no different.
1. North America
Key Values:
Individualism, Career Success, Innovation, Time Efficiency
Creative Considerations:
• Emphasize personal achievement – Position products as tools for self-improvement or career advancement.
• Highlight convenience & efficiency – Messaging should focus on saving time and boosting productivity.
• Showcase innovation – Cutting-edge technology, unique features, and problem-solving are key selling points.
• Use aspirational storytelling – Narratives that celebrate ambition, success, and individuality resonate strongly.
Example:
Adidas’ “Your future is not mine” campaign that emphasises individualism and success.
3. Western Europe
Key Values:
Work-Life Balance, Quality, Sustainability, Social Responsibility
Creative Considerations:
• Emphasize premium quality – Europeans appreciate craftsmanship and well-made products.
• Highlight sustainability – Eco-friendly initiatives and ethical sourcing resonate strongly.
• Use sophisticated, subtle messaging – Overly aggressive or hard-sell tactics may not work as well.
• Align with lifestyle and personal well-being – Work-life balance and leisure are major selling points.
Example:
L’Oréal’s “Because You’re Worth It” campaign aligns with European consumers’ appreciation for self-care and quality.
5. Africa
Key Values:
Community, Oral Tradition, Spirituality
Creative Considerations:
• Leverage word-of-mouth marketing – Trust in recommendations is stronger than in traditional ads.
• Use storytelling in advertising – Campaigns should incorporate local narratives and traditions.
• Highlight social responsibility – Consumers value brands that invest in their communities.
• Prioritize mobile-first marketing – Many African consumers access digital content primarily via mobile phones.
Example:
Many companies in Africa often use storytelling-based ads to connect with local audiences.
7. East Asia (China, Japan, South Korea)
Key Values:
Collectivism, Hierarchy, Hard Work, Tradition, Harmony
Creative Considerations:
• Emphasize group benefits – Messaging should focus on how a product benefits family, teams, or society.
• Use respected endorsements – Featuring authority figures or experts builds credibility.
• Subtlety is essential – Avoid overly direct or aggressive advertising styles.
• Invest in high-quality design – Aesthetic appeal in branding and packaging matters.
Example:
Many luxury brands adapt their messaging in Japan to emphasize elegance and harmony rather than status.
2. Latin America
Key Values:
Family, Warmth, Social Connections, Flexibility
Creative Considerations:
• Make family the focal point – Ads featuring multi-generational households or close friendships perform well.
• Use emotional storytelling – Messages that evoke warmth, nostalgia, or humor are highly effective.
• Prioritize social engagement – Brands should interact authentically on social media.
• Be flexible with timing – Marketing strategies should align with social occasions rather than rigid schedules.
Example:
Coca-Cola’s advertising in Latin America often highlights shared moments with family and friends.
4. Middle East
Key Values:
Family, Hospitality, Honor, Religion
Creative Considerations:
• Respect religious and cultural norms – Avoid inappropriate imagery or messaging.
• Focus on community and generosity – Brands should highlight shared experiences and giving back.
• Leverage religious occasions – Marketing campaigns around Ramadan or Eid can drive engagement.
• Emphasize long-term relationships – Building trust with consumers takes precedence over quick conversions.
Example:
Cartier’s Ramadan campaign 2024, includes the spirit of togetherness and unity during the holy month.
6. South Asia (India, Pakistan, Bangladesh)
Key Values:
Family, Spirituality, Entrepreneurship
Creative Considerations:
• Use emotionally rich storytelling – Campaigns should tap into strong family bonds and personal aspirations.
• Align with religious and festive occasions – Festivals like Diwali and Eid drive seasonal marketing.
• Offer value-for-money messaging – Price sensitivity is a key factor in purchasing decisions.
• Leverage digital engagement – Video content, especially on social media, is highly effective.
Example:
Many FMCG brands in India create ads centered around major festivals to maximize engagement.
8. Australia & New Zealand
Key Values:
Casual Lifestyle, Equality, Nature
Creative Considerations:
• Use a relaxed, authentic tone – Australians and New Zealanders prefer brands that feel approachable and down-to-earth.
• Highlight sustainability and outdoor living – Eco-conscious branding resonates well.
• Ensure inclusivity – Campaigns should reflect diverse and egalitarian values.
• Incorporate humor – A casual, lighthearted approach works well in advertising.
Example:
Tourism campaigns in Australia often highlight natural beauty and adventure, tapping into local values.
Key takeaways for marketing professionals looking to localize their creative:
- Do your homework and get to know your audience – Understand local cultural values.
- Tailor your [translated] message, from headline to CTA – What resonates in one country may not work in another.
- Use emotionally relevant storytelling – Different cultures respond to different emotional triggers.
- Adapt visual & verbal cues – Colors, imagery, and messaging should align with cultural norms.
- Respect cultural sensitivities – Avoid missteps by understanding local religious, political and social factors.
- Learn and leverage local media – The media landscape, including social media utilization, may differ greatly from your home market.
By aligning marketing strategies with cultural values, brands can create campaigns that resonate more authentically, creating an instant connection, leading to higher consideration.
Word of caution… You may have noticed that we are not talking about cultural cliches. In fact, we advise you to avoid those. You do not need to plaster your Dutch ad with windmills, or feature Mount Fuji in every Japanese ad visual. Instead, focus on the underlying cultural values of your audience. Draw inspiration from those in developing your creative strategy and prioritizing your selling points accordingly.
For marketing professionals working on international campaigns, understanding these cultural nuances is the key to creating advertising that doesn’t just translate—but truly resonates.
Would you like assistance in adapting your brand’s messaging for a specific market? Let’s talk!
Sources referenced for this article
Academic & Cultural Research Sources
1. Hofstede’s Cultural Dimensions Theory – Geert Hofstede’s framework on national cultures (e.g., individualism vs. collectivism, power distance) is widely used in cross-cultural marketing.
• Source: Hofstede Insights (www.hofstede-insights.com)
2. Edward T. Hall’s High- and Low-Context Cultures – Explains communication styles across cultures, relevant for ad messaging.
• Source: Hall, E.T. (1976). Beyond Culture. Anchor Books.
3. Schwartz’s Theory of Basic Human Values – Identifies universal values across cultures.
• Source: Schwartz, S.H. (1992). “Universals in the Content and Structure of Values.” Advances in Experimental Social Psychology.
Marketing & Consumer Behavior Studies
4. Nielsen Global Consumer Confidence Reports – Offers insights into what drives purchasing behavior globally.
• Source: Nielsen Reports (www.nielsen.com)
5. McKinsey Global Consumer Sentiment Research – Analyzes shifts in global consumer attitudes and trends.
• Source: McKinsey & Company (www.mckinsey.com)
6. Kantar’s Cultural Intelligence Studies – Focuses on how cultural values impact branding and advertising.
• Source: Kantar Reports (www.kantar.com)
7. Harvard Business Review (HBR) on Global Marketing – Articles and case studies on marketing across cultures.
• Source: Harvard Business Review (www.hbr.org)
Industry-Specific Insights
8. Coca-Cola, McDonald’s, & Unilever Case Studies – These brands have extensive experience in localizing campaigns.
• Source: Various industry reports and company case studies.
9. Social Media Engagement Research (Pew Research & Sprout Social) – Studies how digital engagement differs by culture.
• Source: Pew Research Center (www.pewresearch.org), Sprout Social (www.sproutsocial.com)