From the German ‘zeit’ (time) and ‘geist’ (spirit), zeitgeist is a term coined in the mid 19th century to mean ‘the spirit of the age’.
So think Roaring Twenties, Swinging Sixties, Brexit Bilateralism or COVID Communalism. Marketing and advertising are hugely influenced by the zeitgeist, whether following suit or looking to buck the trend. Both can be extremely powerful. It’s a question of timing.
When a new zeitgeist comes along, watch out for ad campaigns jumping on the bandwagon. Clothes, haircuts, music, language, buildings, cars… these are all key elements that connect with the audience’s subconscious and help to build that all-important relationship. This doesn’t just apply to consumer marketing. B2B marketing can and should always consider the zeitgeist in all its big ideas. It’s the definition of cool.