Why this Christmas demands cultural sensitivity

Christmas campaigns are a vital touchpoint for brands, providing an opportunity to connect with audiences through meaningful storytelling, warmth, and nostalgia. However, in today’s interconnected world, the expectation for brands to deliver campaigns that are culturally inclusive and globally resonant has never been higher. Consumers now expect a balance: avoiding cliché while offering authentic messages. The risks of falling short while meeting these demands, whether through cultural insensitivity, tokenism, or generalised messaging, can result in alienating key audiences, tarnishing brand reputation, and losing valuable engagement.

A recent survey by our team at HAI by RWS highlights the importance of cultural nuance, with 77% of consumers reporting a stronger connection to brands that respect cultural traditions, and 71% stating they engage more with culturally aware content. These figures demonstrate that inclusivity is not merely an ethical consideration but a strategic one. 

The danger of generalised campaigns

Many brands still fall into the trap of pursuing "universal” festive messages, aiming to appeal to the broadest possible audience. While this approach might seem practical, it often leads to impersonal campaigns that fail to resonate. In some cases, it can even appear dismissive, glossing over the depth and significance of how different cultures celebrate the festive season.

Cultural sensitivity involves much more than diverse casting or surface-level gestures. It requires an understanding of specific traditions and perspectives. For instance, family gatherings might be central to many Latin American celebrations, while Christmas in Japan often emphasises romance and commercial festivity. Authenticity in portraying these nuances builds stronger connections, whereas oversights can feel hollow or exclusionary.

Tokenism vs. intentional inclusivity

A critical distinction must be made between tokenism and intentional inclusivity. Tokenism occurs when diversity is superficial—such as including a minority character in a stereotypical role or adding generic references to “diversity” without meaningfully integrating cultural traditions. These gestures may check a box but often fail to foster genuine engagement.

Intentional inclusivity, by contrast, delves deeper. It reflects an understanding of the varied ways people celebrate the holidays, whether through traditional, religious, or modern practices. It acknowledges the beauty of cultural diversity, celebrating traditions authentically while weaving them into the broader narrative of the campaign.

For instance, a campaign that simply casts a diverse group of actors in festive settings may miss the opportunity to meaningfully connect with specific audiences. However, a campaign that highlights customs like South Asian Diwali celebrations preceding Christmas, or the familial focus of Kwanzaa, demonstrates a commitment to storytelling that resonates across cultural contexts.

Addressing cultural relevance post-release

Many brands assume that once a campaign has gone live, the opportunity to address cultural nuances has passed. This is a misconception. Campaigns are not static; they unfold across multiple channels, from television and social media to digital platforms and localised activations. Each of these avenues offers a chance to enhance cultural sensitivity, ensuring that the campaign remains relevant and resonant throughout the holiday season.

A global campaign can be supplemented with micro-campaigns that highlight regional traditions, for example. Social media platforms are particularly powerful tools for adapting content post-launch. Brands can create region-specific posts or short-form videos that reflect the unique ways people celebrate the season in different parts of the world.

Localised messaging is another effective strategy. Adjusting the tone, language, and imagery to align with cultural norms can transform a campaign’s impact. Even small tweaks, such as replacing snowy landscapes with tropical imagery for audiences in warmer climates, demonstrate awareness and care. These adaptations show that cultural relevance is not an afterthought but a continuous commitment.

Leveraging values-based messaging

One of the most effective ways to achieve cultural inclusivity without risking tokenism is to focus on universal values. Christmas ads centred around human values—such as kindness, gratitude, and family—can resonate widely without requiring heavy cultural specificity. For instance, rather than leaning solely on Christmas-specific imagery, focus on narratives that highlight unity and warmth, which are relatable across cultures. Amazon’s Christmas ad this year does just that as it features the classic song 'What the World Needs Now Is Love'.”

Post-launch, marketers could extend this values-based messaging with community engagement efforts. Host a global campaign where customers can share what “holiday spirit” means to them, in their own cultural context. This can enhance brands’ inclusivity while gathering user-generated content for future campaigns.

Avoiding common pitfalls

The most frequent missteps in Christmas campaigns stem from a lack of cultural awareness. Misjudged humour, the misuse of sacred symbols, and language errors can quickly derail a campaign’s intent. Visual elements that prioritise Western traditions, such as snowy backdrops or Santa-centric imagery, may alienate audiences in regions where these symbols hold little relevance.

Localisation is key to addressing these challenges. Effective localisation involves more than translation; it encompasses tone, context, and cultural nuance. Brands that prioritise this process ensure their campaigns resonate emotionally with specific audiences, enhancing inclusivity and impact.

The long-term impact of culturally sensitive campaigns

The benefits of cultural sensitivity extend beyond seasonal sales. A campaign that respects and reflects diverse traditions builds lasting loyalty and strengthens a brand’s global presence. In contrast, campaigns that overlook cultural nuance risk not only alienating consumers but also losing credibility in an increasingly discerning marketplace.

Investing in cultural sensitivity signals a brand’s commitment to inclusivity and its willingness to learn from and celebrate the diversity of its audiences. This is particularly critical in an era where consumers increasingly expect brands to embody values of respect, empathy, and awareness.

Conclusion

Cultural sensitivity is not just a desirable feature of Christmas campaigns; it is a fundamental requirement for brands operating in a globalised world. 

Festive campaigns offer brands a chance to touch people’s hearts and foster genuine connections. Today, this means going beyond diverse casting to tell culturally resonant stories that honour the richness of holiday experiences. Brands that shift from tokenism to intentional inclusivity aren’t just keeping up; they’re creating memorable ads that build loyal customer relationships.

For more insights on integrating cultural expertise with the use of AI into marketing strategies, please visit HAI by RWS.

‍

Methodology: The survey research mentioned within the article was conducted by Censuswide, who collected responses of 500 respondents in the UK, North America & Canada whose first language is not English/American/Canadian between 05.08.24 to 09.08.24. 

‍About Krissie Petfield, Head of HAI Marketing at RWS

Krissie is the Head of Marketing for HAI, RWS's AI-powered online translation portal. A creative marketing leader, she's passionate about fostering meaningful connections with audiences. Krissie constantly strives to be at the forefront of marketing tactics, implementing innovative strategies to bring compelling narratives to life and drive user engagement.