The role played by traditions in consumer behaviour

Traditions undoubtedly continue to play a vital role in the way consumers make their purchasing decisions. This whole set of practices and customs passed down from generation to generation, significantly influences consumer preferences and behaviour in different markets. So in this article, I want to draw on my experience to show how brands can adapt and take advantage of the influence that traditions exert to connect much more effectively with their target audience.

The influence of traditions in decision-making

Traditions and cultural values

But let’s start at the beginning, let’s begin by approaching a concept like tradition that is closely linked to the cultural values ​​of a society. These values ​​act as invisible guides that guide the different decisions of consumers, from which products to buy to which brands contribute to building their own identity as individuals. According to Hofstede’s six-dimensional model, cultural dimensions such as individualism versus collectivism or power distance play a determining role in how traditions are perceived and adopted in different regions of the world.

For example, in collectivist societies, purchasing decisions are often influenced by community and family, implying a strong inclination towards products and brands that respect and reflect local traditions. In contrast, in more individualistic cultures, consumers may be more inclined to adapt traditions in ways that reflect their unique personality, which can open up opportunities for customization and tailor-made products.

How traditions have evolved in the modern context

Although traditions are resistant to change, they are certainly not immune to evolution. Globalization and technological advances have brought about a kind of cultural hybridization, where traditions are reinterpreted and adapted to different contemporary contexts. This phenomenon you’ve no doubt heard of, known as “glocalization,” allows traditions to stay relevant while integrating new elements that appeal to younger generations.

Day of the Dead in Mexico

Traditional holidays like the Day of the Dead in Mexico have undergone a profound transformation in their most commercial sphere. Companies have developed products and campaigns that respect the entire cultural essence of this celebration, but at the same time incorporate modern elements that appeal to a much broader and more diverse audience, even internationally. Companies like Google perfectly show what I’m referring to, since instead of simply alluding to the Day of the Dead in Mexico, they have created doodles that bring together the essence of this tradition, highlighting cultural elements such as sugar skulls, marigold flowers, and altars dedicated to loved ones who have passed away. These doodles not only pay homage to Mexican culture but also try to educate a global audience about the importance and meaning of this tradition. This approach has been well received, strengthening Google’s connection with users from diverse cultures.

Marketing strategies based on traditions

Adaptation and authenticity

This is certainly the first step in designing a good marketing strategy, as the key for brands is to find a balance between authenticity and adaptation. Respecting cultural traditions while offering something new can be a very effective strategy. Marketing campaigns that manage to capture the essence of a tradition and at the same time present it in a fresh and relevant way usually connect deeply with consumers.

Coca-Cola and Christmas

An example that comes to mind and that perfectly combines this adaptation and authenticity is Coca-Cola’s campaign during the Christmas holidays. The brand has managed to establish an emotional connection with consumers by associating itself with a tradition as widely celebrated and endearing as Christmas. Through its iconic image of Santa Claus, Coca-Cola not only aligns itself with tradition but has also helped to shape it in a certain way, creating a brand experience that is both traditional and contemporary.

Nike and Chinese New Year

Nike has launched several limited edition collections in celebration of Chinese New Year, one of the most important holidays in Asian culture. Every year, Nike designs products that incorporate traditional symbols and colours, such as red and gold, which represent good luck and prosperity. In 2021, Nike launched a collection inspired by the culture and traditions of the Year of the Ox, which included details such as traditional patterns and symbolic graphics. This strategy not only celebrates tradition but also creates a unique market opportunity, as consumers see these products as a way to participate in the holiday.

IKEA and Swedish Midsommar

IKEA, the well-known Swedish furniture brand, celebrates the tradition of Midsommar (the summer solstice), with specific campaigns that highlight this Swedish holiday both in Sweden and in other international markets. In its stores, IKEA organizes events that include traditional Swedish food and family-friendly activities, thus promoting Swedish culture. Furthermore, advertising campaigns around this holiday emphasize community values ​​that are aligned with the brand’s own identity. This approach not only connects IKEA to its cultural heritage but also introduces a global audience to Swedish traditions in an accessible and engaging way.

Market segmentation based on traditions

One thing to keep in mind is that traditions can vary significantly even within the same geographic region. Therefore, market segmentation based on specific cultural traditions can allow brands to target niches much more precise way and offer products that really connect with the expectations and desires of those specific consumers.

Diwali in India

For example, in India, Diwali is one of the most important shopping seasons of the year. Brands around the world adapt their marketing strategies to align with this tradition, launching special products, offers and advertising campaigns that reflect the values ​​and symbols associated with Diwali, such as prosperity, light and family. This is a way to properly segment a market by taking advantage of the full potential that traditions present.

McDonald’s and Ramadan

McDonald’s has adapted its marketing strategies to connect with the religious and cultural practices of its Muslim customers during the month of Ramadan. In countries such as Malaysia, Indonesia and the United Arab Emirates, McDonald’s launches special promotions and tailored menus for Iftar, the meal that breaks the fast at dusk. In addition, McDonald’s advertising campaigns during Ramadan often focus on themes related to community, family and gratitude, core values ​​during this holy month. This personalization of offering and marketing not only shows a deep respect for tradition but also strengthens consumer loyalty to the brand.

In brief

Traditions remain a fundamental pillar on which consumer behaviour is based globally, acting in some ways as a bridge between the past and the present. For marketers, understanding and respecting these traditions is not only a matter of cultural sensitivity, but also represents the basis of an effective strategy that will serve to establish deep and lasting connections with consumers.

There is no doubt that in such a competitive market environment, brands that manage to incorporate traditions into their marketing strategies, always maintaining a balance between authenticity and innovation, will be much better positioned to attract and retain their customers. Thus, traditions, far from being an obstacle to modernization, can become a powerful ally capable of providing the inspiration and differentiation needed in an era of consumption marked by the very important role played by the emotional connection between brands and communities.

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Photograph illustrating the article © O. 4_ਜੁਨੇਜਾ.ਸਟੂਡੀਓ! junejaa

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