Socio-cultural current

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This term refers to the social and cultural trends followed by a group. In marketing, knowledge of this socio-cultural trend is essential. It allows the creation of products in line with the cultures of the target group and responding specifically to their needs.

A socio-cultural environment is generally composed of three elements: social relationships, social rules and representations of reality. This last element concerns, for example, the group’s ideologies, its doctrines and its communications.