Blending In, Standing Out: Navigating Cultural Codes

Early in my career, I spent a lot of time decoding semiotics across different categories. One thing that really stands out in semiotics research is that when you enter a new market or country, the differences hit you straight away. It might be how alcohol is arranged in stores or how health and wellness are presented in ads. These details shape the codes you analyse. But here’s the kicker: after about three weeks, you stop noticing the differences unless you actively try. You start blending into your surroundings, and those things that once seemed so different fade into the background.

I was reminded of this while watching the French news this weekend (thanks, SBS!). France has been hit with severe weather and major flooding, and as is often the case during crises, people are coming together. Even those not directly affected are pitching in to help with cleanup efforts.

When I first moved to Australia, the frequent use of the word community really stood out to me (and it used to drive me crazy). It was a concept that felt different from my French background, where the idea of community isn’t as grandiose.

While watching the French news, I started imagining how Australian headlines might read if this disaster happened here: the community coming together, Aussie spirit shines through, or maybe Queenslanders showing their community strength once again. After living here for years (I guess I’m an Aussiefrog now), I’ve come to see that community is often used as a metaphor for what many Australians—including the media—see as uniquely Aussie values.

But here’s the thing; I don’t completely buy into that view. Doing good isn’t exclusive to the Australian community or any other national group. It’s about our shared humanity. No country or society has a monopoly on positive values, and we see this play out all the time. People everywhere come together in tough times.

Now, let’s bring this back to brands and advertising, it’s a tricky line to walk:

Cultural Identity vs. Human Universality: While universal values like kindness and community are something everyone can relate to, cultural identity still plays a big role in how people express those values. National narratives, like the Aussie spirit, create a sense of belonging and pride, which brands often tap into for emotional connection.

Consumer Perception of ‘Ownership’ of Values: Even though no one owns values like resilience or community spirit, people often feel these traits are tied to their national identity. In Australia, I believe, community is deeply ingrained in how many people see themselves.

The Power of Cultural Symbols: In Australia, community spirit carries significant cultural weight. Moving too far away from that in advertising could risk losing relevance, even if the intent is to highlight more universal values.

For brands, the challenge is navigating these complexities—embracing inclusivity, togetherness, and compassion—while making sure not to alienate people who strongly identify with their local or national culture. It’s all about striking the right balance in an Australia that’s becoming more connected and diverse by the day.