The Zeitgeist and Why it Matters for Brands

The Zeitgeist and Why It Matters for Brands

Why do we feel more for some brands and not for others?

Simple answer. Because they make us care. As customers, we not only buy them but buy into them. There’s no formula to guarantee brand fame, but there are strategies to help a brand stand strong.

A brilliant brand is well-built internally, but also connected to the wider world. Creating an internal architecture is explained in our previous article here.

So how to engage with the mood of the wider world? Some call it tapping into cultural zeitgeist, or the ‘spirit of the times’.

Modern Zeitgeist

The notion of zeitgeist has historical roots in 18th-century German philosophy. Coined by Georg Wilhelm Friedrich Hegel, it refers to “a type of supraindividual mind at work in the world and manifest in the cultural worldview that pervades the ideas, attitudes, and feelings of a particular society in a specific historical period.” *

In a contemporary sense, cultural zeitgeist considers the influence of attitudes, values, and trends that shape the population at a given moment. This flickers alternately between the present and future. Today’s mood is partially vested in anticipation of tomorrow.

For example, consider how the COVID-19 pandemic contributed to a new ideology. Our priorities and habits changed quickly. Populations worldwide experienced new expectations, fears and discoveries. We focused on working from home and learning online. Amongst other things, this gave rise to a growing concern for the well-being of the planet. It also made us let go of long-held ways, from personal space to travelling the world.

In the UK, the cultural mood is a dynamic, ever-changing phenomenon shaped by many factors, including social, political, economic, and technological developments.

The spirit of the times can play a central role in shaping brand strategy by informing how brands position themselves, engage with audiences, and navigate the ever-changing marketplace. This offers a way to differentiate from competitors and drive long-term success.

Here are some examples of brands doing it well.

 Selfridges & Co.

Four-time winner of Best Department Store in the World**, Selfridges was a long-time client of Gabrielle Shaw Communications. (GSC) In GSC’s experience, this retailer was nothing short of genius in the way it engaged with contemporary zeitgeist. It was also exemplary for staying true to its brand identity, vision and values.

When planning for an upcoming year, the creative team would begin by exploring current or emerging trends in the collective consciousness. They considered dominant threads in new books, films, and music as well as in the latest inventions, products and preoccupations.

Examples? How about a societal hunger for nostalgia (Do we need comforting?) or the infinite potential of technology (Are we all eyes on the future?). Or maybe a pioneering sense of collectivism (Are we lonely?).

Selfridges was consistently ahead of the curve. The team’s research was both rigorous and instinctive, always looking for resonant creative platforms to reach the brand community in ways that mattered to them.

Selfridges 2011 Project Ocean campaign had huge traction and foreshadowed the looming environmental crisis that is commonly recognised today. That was seven years before teen activist Greta Thunberg began skipping school.

In 2013 the retailer launched No Noise, a campaign in response to overstimulation in the modern world. A store takeover took customers on a counter-intuitive retail journey to seek moments of peace and tranquillity. Activations included limited edition products stripped of branding, a storewide mass meditation, a silent room for quiet contemplation, and a shop floor performance of John Cage’s 4:33, where an orchestra refrains from playing their instruments.

Throughout its 8-week run, No Noise at Selfridges used initiatives, spaces and products “to promote calm and act as a catalyst for customer well-being”. What a marvellous example of a brand connecting with the spirit of the times.

Other Zeitgeist Brand Moments

It is imperative for brands to engage with the world crosses all market segments. GSC specialises in luxury brands. The power of uniting with zeitgeist is as relevant with this segment as with any other. Following are a few examples of prevailing cultural currents and how brands connect.

Sustainability: Skyrocketing awareness of environmental sustainability has led to a change in consumer preferences. For the luxury contingent, there is a new-found synergy with conscious consumption. Luxury consumers have a growing affinity with brands that prioritise sustainability, ethical sourcing and social responsibility. This has given rise to a creative marketing and product focus on all things eco-friendly, and environmentally sound. Consumers are also demanding greater transparency and authenticity from high-end brands, leading to a shift towards more meaningful and purpose-driven luxury experiences.

Chanel has demonstrated its commitment to sustainability and ethical sourcing by investing in initiatives that minimise its environmental footprint and support local communities. The brand has implemented sustainable practices throughout its supply chain, from sourcing raw materials responsibly to reducing waste and carbon emissions.

Chanel has also supported artisanal craftsmanship and traditional techniques, preserving heritage skills and promoting fair labour practices. By prioritising sustainability and social responsibility, Chanel has appealed to consumers who value ethical consumption and environmental awareness in their luxury purchases.

GSC’s clients Hurr Collective, Cocoon and White Desert are all forged in the fires of this dominant sustainability mindset.

Diversity and Inclusion: New generations place increasing emphasis on societal diversity, inclusivity, and representation. Consumer brands have responded by championing these issues across many consumer sectors. Under the creative direction of Alessandro Michele, Gucci positioned itself at the forefront of this ideology by embracing diversity and inclusion in its marketing campaigns and product offerings.

The brand has featured models of different ethnicities, body types, and ages in its advertising, challenging traditional notions of beauty and luxury. Gucci has also collaborated with diverse artists, musicians, and influencers, celebrating individuality and self-expression. By championing diversity and inclusivity, Gucci has resonated with consumers who value authenticity, representation, and social responsibility.

Digital Transformation and Connectivity: The rise of digital technology and social media has transformed the way consumers interact with brands and consume content. This cultural shift to digital connectivity has prompted consumer brands to invest heavily in online platforms, social media marketing, and influencer collaborations.

Burberry has embraced digital innovation to connect with consumers in a rapidly evolving digital landscape. The brand launched the Burberry App, which offers personalised shopping experiences, virtual try-on capabilities, and exclusive content tailored to individual preferences. Burberry has also experimented with immersive digital experiences, such as live-streamed fashion shows and augmented reality campaigns, to engage with its global audience in innovative ways.

By leveraging technology to enhance the customer experience, Burberry has stayed relevant and accessible to consumers who value convenience, personalization, and digital connectivity.

Wellness and Mental Health Awareness: There is growing awareness of mental health and well-being in the UK, driven by societal shifts, increased stressors, and changing attitudes towards mental illness. The wellness industry has flourished, encompassing everything from mindfulness apps and fitness programs to self-care products and holistic therapies.

Brands that promote mental health awareness, self-care practices, and holistic well-being connect with consumers who prioritise their mental and emotional health.

Whether it’s through wellness retreats, meditation apps, or mental health advocacy campaigns, businesses that address the growing demand for holistic wellness tap into cultural priorities and resonate with consumers seeking balance and self-care.

In 2022 Dior teamed up with Technogym, merging elegance and technical innovation to create an exciting series of limited-edition fitness products, designed to promote the concept of wellness using Masion Dior’s unique allure. Produced in Italy, these products combine physical exercise and style to motivate people to live a happier and healthier lifestyle.

One more!

Technically not luxury, but its hard to resist this clever example of a brand evoking the spirit of the times, even if the moment it refers to a few years bygone.

Brexit Uncertainty and National Identity: Dominating the UK’s political landscape for years, it stirred debates about national identity, sovereignty, and immigration. Many campaigns were born out of Brexit, taking up both leave and remain sides. A notable example – Marmite. As evidenced by its own marketing message, it is either ‘loved or hated’ across every demographic.

These examples illustrate how consumer brands in the UK have successfully tapped into the spirit of the times to connect with their target audience, drive sales, and build brand loyalty. By understanding and aligning with the current attitudes, values, and trends shaping society, these brands have been able to stay relevant, authentic, and impactful in an ever-changing marketplace.

*APA Dictionary of Psychology

** Intercontinental Group of Department Store

About the Author 

Gabrielle Shaw Communications offers expertise in navigating brand purpose, PR, helping brands craft authentic narratives, engaging stakeholders effectively, and achieving measurable results. The agency has been helping brands and businesses successfully enter new markets for decades. GSC’s proprietary Brand Desire framework creates a roadmap to begin or enhance building brand reputation.

GSC works across sectors such as luxury, beauty, fashion, retail, travel, interiors, wellbeing and many more. Interested in learning more about how GSC can help your business? The team at Gabrielle Shaw Communications would love to chat. Get in touch.

+44 020 7731 8811

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