A study from MAGNA and Twitter has revealed that a brand’s cultural relevance is almost as important to Australians as positive brand reputation. The research shows that how a brand is involved with social movements, events and trends has a significant impact on the decisions made by potential customers and clients.

Emily Foat, Twitter Australia’s head of agency, said that “consumers want brands to get involved in the issues and moments that matter most to them and those that do, will reap the rewards.”

The study has also shown that the most effective ways for a brand to get involved socially and culturally are through:

• Being inclusive of all demographics.
• Showing that the brand puts customers first.
• Giving back to the community.
• Showing support for social issues that benefit all people.

“A brand’s involvement in culture is something that can be changed with a single campaign,” says Foat. “Brands that get it right will go a long way to win the hearts and minds of Aussies.”

Although the price and quality of a brand will always be the most important factors for potential clients, this is powerful information, particularly for marketers who may have little control over those other brand elements.