CULTURAL INTELLIGENCE FOR Swiss BRANDS

Every year, exciting trends and cultural phenomena arise; culture is fast, often confusing, and sometimes misleading. To stay relevant as a brand, it’s crucial to be aware of how culture and society is evolving.


FEELING THE PULSE OF GLOBAL CULTURE

The TBWA collective annually highlights the most important trends and cultural shifts – the “Edges”. They are identified through a global process that leverages the expertise of over 300 TBWA\ “Culture Spotters” – leveraging insight from Bogota to Berlin, Kigali to Kuala Lumpur, New Delhi to New York.


APPLYING A LOCAL PERSPECTIVE

While global relevance is a good indicator for the importance of such an Edge, we wanted to take a closer look, and find out which of these trends and cultural shifts are the most important here, in Switzerland.

And so, in an effort to validate these Edges for Switzerland, TBWA\Zürich, in collaboration with the Swiss branch of the Omnicom Media Group (OMG), tested these 2022 Edges in Switzerland, through an online nation-wide study.


THE RESULT: THE 2022 ZEITGEIST REPORT

The report presents a collection of cultural shifts, coined by the TBWA\ collective Edges, that have proven to resonate with and be important for the Swiss population.

The map below shows the 2022 global Edges. Out of the 36 cultural shifts, 10 turned out to resonate with the general Swiss population, while another 10 are relevant for certain segments of the population.

The report mostly focuses on the 10 edges that are relevant for the general Swiss population, by providing the most important segment(s) for each of those edges, as well as brand planning, communication and media planning implications for brands and marketers to leverage.

We hope that this report provides optimism, inspiration for growth, and a clear direction forward. Culture is our story. And more than ever before, it’s up to us to write a chapter we’ll be proud of.


Grab your free copy of The 2022 Zeitgeist Report below!