The well-known ‘Zwitserleven feeling’ commercial in which someone floats on his own in his sailing boat is a thing of the past. And rightly so, because for a Turkish over-65 family man (or woman!) this is something he would not identify with. We see more cross-culturals in advertising campaigns. But with this term we are not just talking about Moroccan, Surinamese or Turkish Dutch. But also about people with Italian, Hindustani, Cape Verdean, Chinese or English roots. We also see elderly people and people with disabilities walking fashion shows. Inclusion is clearly a ‘thing’. But different needs are hardly taken into account, therefore we cannot speak of a truly integrated approach.
The current campaign reducing the taboo on depression is definitely ‘not okay’ for a Hindu girl.
the Netherlands today
This kind of advertising no longer fits the Netherlands of today. How to appeal to cross-cultural consumers in addition to the ‘Hollandsche’ target group? That starts with taking their specific needs into account. Through an integrated approach, mainly by looking at what these consumers have in common. This way you reach a larger part of the Dutch target group. Great for everyone.