# Cultural Narrative Brands borrow themes from telenovelas to connect with consumers. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 14, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cultural-narrative ## Key Figures - Trend score: 2.8/10 - Evidence articles: 5 ## What is the Cultural Narrative trend? **Cultural Narrative:** Given the context of traditional media that sees the Hispanic population underrepresented, many brands are launching conscious efforts that aim to form connections through powerful cultural narratives. Borrowing from themes central to the telenovela, such campaigns aim to resonate with consumers on an authentic level related to cultural preservation, in addition to the power of the medium as a means of establishing an emotional bond between consumer and brand. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 20, 2015 to Jul 4, 2016 - Published: Apr 14, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Cultural Narrative trend ### Cultural Preservation Brands are increasingly borrowing themes from traditional cultural narratives to create authentic connections with consumers. ### Telenovela-themed Marketing Brands are tapping into the popularity of telenovelas to create new flavor in their marketing campaigns. ### Targeted Hispanic Campaigns Brands are targeting Hispanic audiences with culturally informed initiatives that reach out and establish connections with vital underserved markets. ## What the Cultural Narrative trend means for industry ### For Marketing and Advertising The retail industry can gain by tapping into unique business strategies that engage audiences in culturally salient ways. ### For Media and Entertainment The film, TV, and entertainment industries can leverage culturally informed narratives to create more inclusive stories that appeal to broader multicultural audiences. ### For Dental Care Healthcare providers can benefit by targeting specific demographics such as Hispanic audiences with community support and tailored oral health initiatives. ## Workshop question Which cultural touchpoints could you incorporate into your brand image? How would you do so? ## Trend signals for Cultural Narrative Trend score 2.8 out of 10, from popularity 39%, activity 37%, freshness 8%. - Popularity: 39% - Activity: 37% - Freshness: 8% ## Examples of the Cultural Narrative trend 5 featured examples from Jan 20, 2015 to Jul 4, 2016. - [Telenovela Spicy Snack Campaigns](https://www.trendhunter.com/trends/botanas-del-cielo): 'Botanas Del Cielo' is a Telenovela-Inspired Four-Part Series (Category: Marketing) Implication: Food and beverage companies can use branded telenovela campaigns to showcase new products and create a more memorable brand experience for consumers. - [Telenovela-Inspired Baseball Commercials](https://www.trendhunter.com/trends/baseball-commercial): The 'Mi Amor Dos' MLB Giants Ad is Passionately Fun (Category: Lifestyle) Implication: Disruptive innovation opportunity: Developing unique advertising approaches that combine sports themes with popular cultural elements to attract a wider audience. - [Hispanic Oral Hygiene Campaigns](https://www.trendhunter.com/trends/oral-health-month): Colgate's Oral Health Month Campaign Targets Hispanic Families (Category: Marketing) Implication: Opportunity for oral care companies to create targeted campaigns and products for specific demographics such as Hispanic families. - [Sensational Telenovela Installations](https://www.trendhunter.com/trends/telenovela): Alex Da Corte's New Show Features the Fruits of His Studies (Category: Art & Design) Implication: Incorporating interdisciplinary art studies and hands-on experiences to nurture creativity and new perspectives. - [Culinary Creativity Webseries](https://www.trendhunter.com/trends/culinary-creativity): #TuTwist Stars Latinas Who Passionately Create in the Kitchen (Category: Lifestyle) Implication: Disruptive innovation opportunity: Introduce new food and beverage products that align with the diverse and evolving preferences of consumers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)