13/12/2022
This year, the trailer for The Little Mermaid went viral as Black girls and women around the world saw themselves depicted on screen.
Recent films Encanto and Turning Red were also cultural hits.
Why are these pictures seeing so much success? They’re making historically marginalized + underrepresented communities feel seen.
Encanto was the first non-Frozen Disney soundtrack to top Billboard tracks in a decade.
Encanto told the story of the Madrigals, a family who lives in the mountains of Colombia.
And through its cultural inclusivity and relatable themes, Encanto connected with its audience and made people feel seen. There were relatable characters and songs that realistically portrayed mental health + internal hardships that tugged at people’s heartstrings.
Built on top of a foundation of cultural inclusivity, Encanto’s relatable themes transcended cultures.
As soon as Encanto launched on Disney+, hundreds of thousands of user-generated Encanto content took the Internet by storm.
What can brands learn from this?
When you connect with your customers, you make them feel seen — and that leads to:
→ Creating a foundation that attracts like-minded people + start conversations
→ Growing an engaged community of advocates who will buy for your brand for their entire life
→ Increasing traffic, sales, and frequency of purchases — all due to loyal brand advocates
Your marketing can talk to potential customers — or it can connect with your potential customers.
By incorporating cultural inclusivity + relatable themes into your marketing, you can then build bigger tables that feed + honor your community.
