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Christmas campaigns are a vital touchpoint for brands, providing an opportunity to connect with audiences through warmth, nostalgia and meaningful storytelling. However, in today’s interconnected world, the expectation for brands to deliver campaigns that are culturally inclusive and globally resonant has never been higher. Below, RWS head of HAI marketing Krissie Petfield writes about the importance of cultural nuance in marketing campaigns.
Culturally insensitive, tokenistic or generalised Christmas campaigns can alienate key audiences, tarnish brand reputation and lose valuable engagement.
A recent survey by our team at HAI by RWS highlights the importance of cultural nuance, with 77 percent of consumers reporting a stronger connection to brands that respect cultural traditions and 71 percent stating they engage more with culturally aware content. These figures demonstrate inclusivity is not merely an ethical consideration but a strategic one.
The danger of generalised campaigns
Many brands still fall into the trap of pursuing universal festive messages, aiming to appeal to the broadest possible audience. While this approach might seem practical, it often leads to impersonal campaigns that fail to resonate. In some cases, it can even appear dismissive, glossing over the depth and significance of how different cultures celebrate the festive season.
Cultural sensitivity involves much more than diverse casting or surface-level gestures. It requires an understanding of specific traditions, customs and perspectives. For instance, family gatherings might be central to many Latin American celebrations, while Christmas in Japan often emphasises romance and commercial festivity. Authenticity in portraying these nuances builds stronger connections, whereas oversights can feel hollow or exclusionary.
Tokenism versus intentional inclusivity
A critical distinction must be made between tokenism and intentional inclusivity. Tokenism occurs when diversity is superficial, such as including a minority character in a stereotypical role or adding generic references to diversity without meaningfully integrating cultural traditions. These gestures check a box yet fail to foster genuine engagement.
Intentional inclusivity delves deeper. It reflects an understanding of the varied ways people celebrate the holidays, whether through traditional, religious or modern practices. It acknowledges the beauty of cultural diversity, celebrating traditions authentically while weaving them into the broader narrative of the campaign.
For instance, a campaign that simply casts a diverse group of actors in festive settings may miss the opportunity to meaningfully connect with specific audiences. However, a campaign that highlights customs like South Asian Diwali celebrations preceding Christmas or the familial focus of Kwanzaa, demonstrates a commitment to storytelling that resonates across cultural contexts.
Addressing cultural relevance post-release
Many brands assume that once a campaign has gone live, the opportunity to address cultural nuances has passed. This is a misconception. Campaigns are not static; they unfold across multiple channels, from television and social media to digital platforms and localised activations. Each of these avenues offers a chance to enhance cultural sensitivity, ensuring that the campaign remains relevant and resonant throughout the holiday season.
A global campaign can be supplemented with micro-campaigns that highlight regional traditions, for example. Social media platforms are particularly powerful tools for adapting content post-launch. Brands can create region-specific posts or short-form videos that reflect the unique ways people celebrate the season in different parts of the world.
Localised messaging is another effective strategy. Adjusting the tone, language and imagery to align with cultural norms can transform a campaign’s impact. Even small tweaks, such as replacing snowy landscapes with tropical imagery for audiences in warmer climates, demonstrate awareness and care. These adaptations show that cultural relevance is not an afterthought but a continuous commitment.
Leveraging values-based messaging
One of the most effective ways to achieve cultural inclusivity without risking tokenism is to focus on universal values. Themes such as kindness, generosity and human connection resonate across cultural boundaries and allow brands to create campaigns with broad appeal. These shared values can serve as the foundation for narratives that celebrate diversity while fostering unity.
For example, Amazon’s 2024 Christmas ad, featuring the timeless song ‘What the World Needs Now Is Love’, illustrates how a values-driven message can evoke emotions without relying solely on holiday-specific imagery. Post-launch, brands can extend such narratives by inviting audiences to share their interpretations of holiday values in their own cultural contexts. These efforts not only deepen engagement but also create a sense of collective celebration.
Avoiding common pitfalls
The most frequent missteps in Christmas campaigns stem from a lack of cultural awareness. Misjudged humour, the misuse of sacred symbols and language errors can quickly derail a campaign’s intent. Visual elements that prioritise Western traditions, such as snowy backdrops or Santa-centric imagery, may alienate audiences in regions where these symbols hold little relevance.
Localisation is key to addressing these challenges. Effective localisation involves more than translation; it encompasses tone, context, and cultural nuance. Brands that prioritise this process ensure their campaigns resonate emotionally with specific audiences, enhancing inclusivity and impact.
The long-term impact of culturally sensitive campaigns
The benefits of cultural sensitivity extend beyond seasonal sales. A campaign that respects and reflects diverse traditions builds lasting loyalty and strengthens a brand’s global presence. In contrast, campaigns that overlook cultural nuance risk not only alienating consumers but also losing credibility in an increasingly discerning marketplace.
Investing in cultural sensitivity signals a brand’s commitment to inclusivity and its willingness to learn from and celebrate the diversity of its audiences. This is particularly critical in an era where consumers increasingly expect brands to embody values of respect, empathy and awareness.
Cultural sensitivity is not just a desirable feature of Christmas campaigns; it is a fundamental requirement for brands operating in a globalised world. The diversity of holiday traditions offers a rich tapestry for storytelling, but it requires effort and intention to weave those stories into campaigns that resonate with authenticity.
Even for campaigns already live, there are no missed opportunities to enhance cultural relevance. By embracing the continuous nature of campaign engagement, brands can ensure their efforts reach and resonate with a broad spectrum of audiences.
Ultimately, culturally sensitive advertising is about more than avoiding mistakes—it is about creating moments of connection that transcend differences.
Krissie Pietfield is the head of marketing for HAI, RWS’s AI-powered online translation portal. A creative marketing leader, she’s passionate about fostering meaningful connections with audiences and constantly strives to be at the forefront of marketing tactics, implementing innovative strategies to bring compelling narratives to life and drive user engagement.
