Strategic Marketing Basics

The socio-cultural environment has a strong influence over behaviours. Several stimuli result from broad  general cultural trends (megatrends) influencing millions of people in the world.

 

Megatrends are not fashion phenomenons (typically short term) but rather core trends that spread over many years, on a long duration. They concern societies that reached a same stage of development. They can be regional or global.

 

These general trends are conveyed by mass media, including the internet. They may lead to products,  advertising campaigns, media communication, even political movements,...

 

They are sometimes paradoxical, they may clash or confront each other.

 

Some examples:

 

• individualism & freedom, self-expression & self fulfillment (mental, physical,...)

• environmental protection, climate issues & energy saving

• rejection of power & authority from the top (government, profs, brands,...) 

• opening to world cultures (cyberplanet, fusion food, world music…)