Culture isn’t decoration, it’s strategy.
Ignore it, and your brand risks missing the mark. Embrace it, and design can truly resonate across borders.
In Episode 6 of The Effectiveness Gap, we ask: Why is cultural relevance such a powerful driver of brand value?
With Saskia Maarse, intercultural speaker, trainer & author, and Geert van Aelst, Head of Sustainability at Südzucker, we explore how culture shapes meaning, behaviour, and ultimately, the success of design.
Culture defines how people see, feel, and buy, but brands often underestimate its impact on its design. A colour, a symbol, even a single word can carry very different meanings across markets.
Saskia explains how culture works on three levels; from visible habits to deep-seated assumptions we absorb as children. Geert adds a sustainability lens, showing how cultural values influence not only design but also purchasing decisions.
Together, they reveal why cultural awareness is a core skill for modern brand builders and how to avoid costly missteps.
Listen to Episode 6 to learn how cultural relevance turns design into brand value
.To learn more about a new perspective on the design process for brands and packaging, visit wegiveperspective.com or follow us on LinkedIn.
The Effectiveness Gap is a podcast series of 10 episodes by Perspective, exploring every step that can make the design process for brands and packaging more effective. Every week, a new episode.
This podcast series is created and produced by Perspective, and hosted by Nike Stellamans and Marcel Verhaaf. Recording, editing and mastering by De Podcastexpert.