Culture is not a side note in marketing. It is the lens through which people interpret messages, products, and even humor. For brands, it is what gives communication its meaning. In today’s world, where audiences are more diverse and interconnected than ever, culture has become a powerful driver of how people perceive relevance and value.

This is especially true in markets like Canada, where multiculturalism is woven into daily life. Here, audiences bring different traditions, languages, and expectations into the same marketplace. For advertisers, this is not an obstacle, but an opportunity to build broader, deeper resonance.

Sometimes, what feels obvious in one language can be difficult to replicate in another. Humor is a perfect example: a clever wordplay in English may land perfectly with one audience but lose its spark when adapted into French. In Québec, where audiences move naturally between both languages, the challenge for creative teams is to make an idea resonate equally well in English and French.

A pun or double meaning that works beautifully in one language might not survive when converted into the other. This is where the benefit of having an agency team that can think in multiple languages comes in. They can anticipate these nuances from the start and craft ideas designed to carry the same wit, emotion, and impact across both. What may seem like a creative constraint becomes an opportunity to show agility, empathy, and originality.

Another example of cultural relevance comes from product packaging. Adding the word Halal to certain foods or visuals is more than a label—it signals respect and acknowledgment of an important community within the market. For consumers, seeing this word validates that their needs are understood and respected, turning a simple packaging detail into a bridge of trust and inclusivity.

From a strategic standpoint, the solution is not about trying to please everyone, but about understanding your consumer with precision. By defining who they are, how they live, and what influences their decisions, brands can shape messages that feel authentic and relevant without slipping into generalizations.

Culture adds richness, but also complexity. And in that complexity lies an advantage for those who take the time to decode it.

WE THINK

The real cultural advantage comes from empathy and clarity. Brands that invest in understanding consumer behavior, how people think, laugh, share, and aspire, unlock more than just reach. They build genuine connection and in a multicultural world, connection is the currency that drives growth.