Introducing the culture gap – New report uncovers ‘Generation Divided’

Brands are finding themselves paralysed in a landscape driven apart by culture wars, but new research recently released by FleishmanHillard shows businesses must be braver in bridging these issues to stay culturally relevant without losing authenticity to consumers.

The study entitled, ‘Authentic Insights: The Culture Gap, Introducing Gen D’, made in partnership with Columbia University’s Kai D. Wright, puts cultural issues at the heart of the research report to further understand how brands can move out of paralysis on today’s most pertinent topics and find a path forward in closing the current cultural divides in society.

The study reveals a new generation, Generation Divided (Gen D), at a time when people aren't just feeling divided within communities; they are feeling a divide within themselves. 

The context of a polarised world has been well established in recent times, with clear societal divisions increasingly influencing both business and personal lives. The state of divide around us has a clear impact on our internal state of flux and on what’s right and what’s not. 

Sixty percent of consumers today feel that people are compromising their true self by being too politically correct, and almost half (47%) believe it’s becoming more difficult to get along with people who hold contrasting views. 

Generation Divided was uncovered by FleishmanHillard’s unique research screening process that moved away from the standard demographic splits based on age and gender. Instead, it examined a range of factors including socioeconomic indicators, gender identity and religious and political beliefs to ensure that all aspects of humanity are reflected within the research.

Key survey findings include:

• Respondents are split on brands needing to be bold and brave (52%) versus sensible and conservative (54%).
• While 67% of respondents wanted brands to be empathetic, 78% felt being authentic was even more important.
• More than half (55%) think brands should release fewer upgrades/new products over the next year.
• Although 61% of consumers would choose an employer based on its willingness to take a stand on societal issues, almost as many also agree that employers often fake their interest in DE&I and other societal issues (55%).

Commenting on the results, Candace Peterson, Global Head of Brand at FleishmanHillard said:

“In this woke, people power era, action and words are the minimum expectations for ongoing connections to your business and brand. We find many brands in a state of arrested development, unsure of how to move forward amid so much cultural division and so much reputation at stake. Our study explores this tension. It spotlights not just how companies should view culture, but how these cultural divides can be used as a springboard to strengthen their brand reputation and remain, or even become, culturally relevant.”

Brand expert and Columbia University lecturer Kai D. Wright who advises on subjects including brand building, digital, and DEI/culture, adding his perspective, said:

“Ultimately, brand and business leaders must prepare to be uncomfortable — ready to shift the practices, processes and policies of producing, releasing and evaluating efficacy of work. No one leader knows the best path for each community, and no business team belongs to every global culture. Continual learning is inherent in leadership to be culturally relevant. Through this report and study, we have explored the drivers fueling a growing cultural divide between communities; understand how to anticipate, thrive in and accelerate through the ever-constant of ‘change;’ and dive into the role that brands and businesses play in bridging the cultural gap to solve societal issues.”

FleishmanHillard specialises in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy.

Download and read the full ‘The Authentic Insights: The Culture Gap, Introducing Gen D’ report.  

Image by CYCLONEPROJECT on iStock