Brands Must Participate in Culture and Live Their Purpose

The Future of Marketing Isn't Just About What's Next, It's About Who You Are.

In a world where cultural trends shift at the speed of a viral video, marketing leaders are often pressured to chase the latest platform or tactic. Sofia Hernandez, Global Head of Business Marketing and Commercial Partnerships at TikTok, offers a profound counter-narrative. This conversation reveals that true marketing leadership isn't about mastering every new channel, but about deeply understanding and authentically embodying a brand's core purpose, even when it's uncomfortable. The hidden consequence of ignoring this is a loss of genuine connection with consumers who increasingly expect brands to behave like individuals, not just advertisers. CMOs and business leaders who embrace this nuanced approach, prioritizing purpose and authentic cultural participation over fleeting trends, will gain a significant advantage in building lasting brand loyalty and driving business growth. This is essential reading for anyone looking to navigate the complexities of modern marketing beyond surface-level engagement.

The Uncomfortable Truth: Brands Must Be Part of Culture, Not Just Observers

The relentless pace of digital media and the rise of platforms like TikTok have fundamentally altered the relationship between brands and consumers. Sofia Hernandez argues that while marketers are adept at studying culture, they often struggle to actively participate in it. This disconnect creates a significant blind spot, leaving brands on the sidelines as consumers increasingly demand authenticity and a sense of shared values. The traditional comfort zones of brand safety guidelines and legal approvals often prevent brands from taking the bold steps required to truly resonate.

"What audiences and people and humans want today from brands is for brands to be a part of culture and that's really hard for brands."

This difficulty stems from a deep-seated aversion to risk. Brands are hesitant to put their reputation in the hands of consumers or to engage in conversations that might be perceived as controversial. However, as Hernandez points out, the landscape is shifting. Consumers are holding brands more accountable, and the brands that dare to define their stance and act in accordance with it, even when it’s challenging, are the ones that will ultimately win. This requires a fundamental re-evaluation of what a brand stands for, extending beyond generic definitions to encompass a willingness to engage with social justice, politics, and other culturally relevant topics. The failure to do so, as seen in instances where brands have faced backlash for perceived inaction or missteps, underscores the critical need for a more integrated and courageous approach to brand building.

Beyond the Campaign: Marketing as a Revenue Driver and a Growth Lever

A persistent challenge in marketing is proving its direct impact on the bottom line. Hernandez emphasizes that marketing is not merely a cost center but a powerful driver of business growth. This requires a proactive and consistent effort to showcase marketing's successes and their tangible contributions to revenue. The idea of "earning its seat" at the executive table is paramount, moving beyond stunt-based activities to demonstrating measurable ROI.

"We are being held more and more accountable to prove roi... it's our responsibility to very quickly and very regularly prove why marketing exists to be you know like a strong driver of the business."

This internal communication is as crucial as external campaigns. By regularly highlighting successes and the business impact of marketing initiatives, teams can solidify their position and influence. Furthermore, in environments of hypergrowth and constant change, what worked yesterday is likely to break tomorrow. Hernandez advocates for a proactive approach to evolving models and embracing innovation. This means anticipating disruption rather than reacting to it, and constantly seeking new, scalable, and technologically advanced ways of operating. This mindset shift is essential for sustained success, especially as traditional media planning models become increasingly antiquated in the face of fragmented audiences and hyper-niche communities.

The Agility Imperative: Structure as a Catalyst for Growth

The dynamic nature of today's business environment necessitates organizational structures that can adapt at a similar pace. Hernandez highlights that at TikTok, changes can occur as frequently as every six months. This fluidity, while challenging, is a deliberate "growth lever." Resisting this constant evolution leads to a reactive stance, where organizations are perpetually playing catch-up. Instead, leaders must anticipate future needs and proactively build teams and capabilities.

"We've moved so fast and have literally changed in six month increments that i've had to really think ahead to avoid this disruption like if we're changing this fast and i'm in year one and a half what am i going to need in year three how can i think ahead and how can i bring those people in now so that i'm not being reactive."

This requires a cultural shift away from the fear of redundancies and reorgs. Transparency about the ongoing nature of change is key, coupled with a commitment to making the time employees spend within the organization valuable and growth-oriented. The marketing organization, often described as the "octopus" due to its reach across all disciplines, is uniquely positioned to drive alignment. By acting as master connectors, marketing teams can bridge communication gaps, smooth out internal processes, and ensure that the right messages are delivered effectively to the industry. This ability to connect minds and create magic is a core function that fuels both internal efficiency and external impact.

The Human Element: Purpose, Emotion, and Hyper-Niche Engagement

Hernandez stresses that consumers expect brands to behave like people--to be authentic, relatable, and to offer emotional value, not just functional benefits. This means moving beyond transactional relationships to foster genuine connection. The rise of hyper-micro communities and creators with smaller, more engaged followings underscores this shift. Mass reach is becoming less effective as audiences retreat into niche groups where they feel understood and connected.

"The days of like the i remember this funnily from my p g days of like the reason to believe and the key statements and the scientific like before and after like honestly that matters less and less and less."

Purpose-driven brand building is not about philanthropy or cause marketing in isolation; it's about articulating the fundamental "why" behind a brand's existence. This purpose must inspire both internal teams and external audiences, resonating with their emotional needs. To achieve this, marketers must roll up their sleeves and immerse themselves in the communities they aim to serve. This means actively engaging with comments, conducting searches, and truly understanding the audience's experiences. The implication is clear: brands that can tap into emotional ROI and connect on a deeper, more personalized level, by truly understanding and participating in culture, will forge stronger, more enduring relationships.

Key Action Items

• Embrace Cultural Participation: Actively identify opportunities for your brand to authentically participate in relevant cultural conversations, rather than just observing them. This requires a willingness to step outside traditional comfort zones.
• Define and Live Your Purpose: Go beyond superficial statements to articulate a deep, business-rooted "why" that inspires internal teams and resonates emotionally with consumers.
• Prove Marketing's Business Impact: Implement robust internal communication strategies to regularly showcase marketing's direct and indirect contributions to revenue and business growth.
• Foster Organizational Agility: Anticipate industry shifts and proactively adapt organizational structures and team capabilities, viewing change as a growth lever rather than a threat.
• Engage at the Hyper-Niche Level: Develop strategies to connect with emerging hyper-micro communities and creators, recognizing that deeper engagement often lies beyond mass reach.
• Prioritize Emotional ROI: Understand that consumers seek emotional connection and validation; tailor messaging and brand experiences to tap into these deeper needs.
• Lead with Empathy and Transparency: In an environment of constant change, foster a culture of open communication, making employees' time within the organization valuable and growth-oriented, even amidst organizational evolution.