The Power of Cultural Connection: Moving Beyond Trend Chasing

Brands often talk about being “in tune” with culture, but the reality is more complex. In a recent Kantar webinar, a poll revealed that while fewer than 1 in 10 brand leaders believe their brand is tone-deaf, an eye-watering 50% admit their brands are chasing trends rather than shaping culture. This gap highlights a missed opportunity: brands that connect with culture in way that is meaningful to their audiences and helps set them apart grow faster. 

Nationwide’s transformation offers a compelling example. The brand’s strategic intent was clear – connect with younger generations in ways that matter to them; and show up in a way that builds Nationwide’s purpose, designed to set them apart from their competitors – to be fairer, more rewarding, and for the good of society.  

One of the ways that Nationwide have activated this intent is by engaging with culture, not just following it. Culture is a powerful way to connect with people and activate strategy. When you see culture’s potential impact on brand and business growth, you realise cultural connection isn’t optional - it’s a business imperative. Kantar BrandZ data shows that brands with high cultural vibrancy are 79% more “different” and 48% more “meaningful” than their peers, and they grow six times faster. 

Nationwide’s approach wasn’t about jumping on every trend. Instead, the brand identified what mattered to its audiences and found authentic ways to energise and shape cultural moments. Chris Egan, Head of Marketing Analytics & Effectiveness at Nationwide, highlighted the importance of insight as part of this process, “We’ve invested heavily in insight… every challenge is positioned through the lens of insight, the why, what and how.” “What we were really keen to do is make the link between that insight, our banking purpose, our narrow focus and the mutual model that we have... to figure out how we could turn that insight into some action that would be really hard hitting.” 

For example, the “nationFried” pop-up student campaign which leveraged influencers and social media amplification was more than a clever play on words. It tapped into the reality that students are feeling the pinch and importantly provided an opportunity to differentiate from competitor narratives by celebrating the positive social aspects of student life. As George Bell, Senior Manager, Advertising and Media at Nationwide, explained, “[the offer] puts money in their pockets, provides helpful perks such as a regular takeaway, making it easier for students to manage their money and to get together with friends…it really stands apart from the way that others talk about going to university.” And the strategy paid off, capturing around 30% share of the student market - a remarkable achievement for a brand previously seen as traditional. 

Nationwide’s Fairer Share payments, commitment to keeping branches open, and partnership with Admiral Nurses for dementia care were all designed as proof points that the brand’s purpose was alive in the world, strengthening trust and advocacy at scale. George Bell described the thinking - “Branch promises is a huge differentiator for us. We really see our audience valuing face-to-face banking. So, we want to make sure that we’re there to support them, so we make those decisions on behalf of our members, as opposed to thinking about shareholders and sharing profits with them.” 

Each of these platforms provide tangible, culturally relevant proof points that set Nationwide apart and bring the brand’s strategy to life in ways that resonate with real people. 

The measurable impact of effective cultural connection 

Nationwide’s activation of strategy through culture has delivered tangible business results. Culturally attuned campaigns have outperformed category averages on creative effectiveness. And by rebalancing media towards social, BVOD, and influencer content, Nationwide extended its reach among 18–34s, driving consideration and advertising awareness.  

As the chart below shows, using Kantar’s VIBE metric we can see that the impact of all this activity has been to put Nationwide ahead of the traditional banks and in line with neobanks on the cultural vibrancy scale. 

 

Nationwide have experienced corresponding amplification in Meaningful Difference, and the thing that makes this most inspiring is this significant increase on both metrics is happening across every age cohort – Gen X, Millennials and Gen Z. 

 

The power of consistently linking back to purpose 

Nationwide’s journey from passive, ‘lovely, lovely Nationwide’, brand to a culturally vibrant, growth-driving force was not accidental, it was the result of a strategy activated through culture. Consistency and authenticity were crucial. Nationwide’s purpose and tone of voice were evident in every touchpoint, from influencer partnerships to branch experiences.  

Maintaining this consistency was deliberate. As Chris Egan noted, “Sticking to our purpose – the simplicity of it, means that we can always tick back to say: is this something only Nationwide can do? Does what we are saying make a meaningful dent on people’s lives? Are we tapping into real life? Are we showing up in a way that is genuine, that recognises who the audience are, where they are and crucially, how we can help them in a manner no other brand can? Finally, are we being unashamedly Nationwide?” “Can we tick off to say, yes, it’s banking? Yes, it’s fairer? More rewarding? Yes, it’s, for the benefit of society? [We] make sure that everything ticks back to that purpose, before it makes the cut.” 

The gap between trend chasing and culture shaping is where big growth opportunities lie. Nationwide’s story shows that connecting authentically in a way that resonates deeply and helps set them apart can drive growth by amplifying Meaningful Difference. Nationwide did this by deeply understanding consumer needs and cultural context, enabling measurement and course correction, ensuring all actions consistently linked back to the brand’s purpose. 

So, ask yourself - are you shaping culture, or just following it? Are you building a brand that’s truly meaningful and different, or are you simply chasing the next big thing? 

Three takeaways: 

1. Authentic cultural connection drives growth 
Brands that move beyond chasing trends and instead connect authentically with culture grow faster and stand out from competitors.  

2. Core brand strategy and DNA must be integral to cultural activation across touchpoints 
Effective cultural connection requires that every brand action, campaign, and experience consistently links back to a clear purpose. Nationwide’s campaigns, branch promises, and partnerships all served as proof points that brought their purpose to life, building trust and advocacy across all age groups.  

3. Insight-driven actions create lasting cultural relevance 
Nationwide’s strategic success was fuelled by deep audience understanding, not by reacting to every cultural trend. Culture is vast. To shape culture, you need to build cultural fluency and find the enduring constants your brand can springboard from long-term.