Using Evolution and Culture as a Basis for Marketing Decisions

Evolutionary Goldilocks Zone and Cultural Shifts:

When we look at the animals we share our planet with we don’t think of them as having culture; they don’t enjoy novels by Hemmingway, music by Beethoven, art by Banksy but why is that?

If you take the scope of some evolutionary psychologists it’s all to do with evolution and entering the “Goldilock’s Zone”. Initially, humans (and our culture) was predominantly focused on survival - hunting, gathering, seeking shelter, and reproducing. This can be described as a period of survival insecurity, where humans have existed for the majority of the 200,000 years we’ve been around. In essence, the single celled organisms we initially evolved from were in this state too, meaning that until we figured out this system of survival, we would be in a state of constant change or evolving to best survive and fit our environments.

During this phase, physical changes were critical for survival, leading to evolutionary adaptations like improved stamina and dexterity. You wouldn’t know it nowadays but humans evolved to be long-distance hunters; we’d essentially chase our prey until exhaustion or outthink them because we couldn’t physically keep up with their speed or strength.

However, as humans achieved a degree of food security through advancements in agriculture and domestication of animals, there was a cultural shift as we entered this Goldilock’s Zone. I like to think of the invention of bread as a key moment in this shift. We learnt to grow and cultivate crops to get wheat into flour into bread which is a hugely calorie dense item allowing for better food security. Although these changes seem obsolete to the standard of living anyone reading this probably has, it was huge for culture and our shift in evolutionary progression. The focus shifted from immediate survival needs towards the development of arts, language, cultural motifs, music etc!

This transition is evident in the archaeological record, showing a proliferation of art, music, and complex social structures as early as the Neolithic period. Humans evolved to be social creatures. We hunted in packs and naturally form tribes and collective groups with whom we identify with. Evolution helped us with this but the switch from survival needs to cultural development further progressed this meaning more time was spent socialising and developing bonds. Life became less about the gathering and security of food like animals live, and more about the relationships built across the lives we live.

It’s strange to see how we haven’t really changed biologically in the last 200,000 years but culture changes so drastically every generation. Since 0AD, there has been around 50 generations (give or take 10 depending on regional life expectancy). Each time someone is born they form a new generation and our early years are spent catching up and learning our culture.

Because of this “Goldilock’s Zone”, when a child is born, in the most part, they don’t have to learn how to survive but instead get enriched and catch up on 50 generations of culture that we have built since 0AD (as a scale of time - culture obviously goes back way beyond this). But let’s think for a moment what we evolved to do and what our biological and survival needs are for.

Food, shelter, warmth, reproducing, sleep, social acceptance etc. And for thousands of years that was it. Then culture developed more and more meaning what we think of as necessities grew. Nowadays, internet is transitioning to be a human right. The way in which we communicate is vastly different from the way we evolved to. We evolved as a species and grew as cultures through intimate and small social circles.

New Wave of Communication Methods:

In modern times, the ways in which we communicate have drastically evolved from our tribal origins. The advent of writing, and later, electronic communication (like the telephone, internet, and social media), has transformed human interaction. These technologies have allowed for communication across vast distances and large groups, something fundamentally different from the face-to-face interactions our ancestors evolved for.

The internet, in particular, has created a new cultural paradigm. It facilitates instantaneous sharing of information and ideas, transcending geographical and cultural boundaries. This global connectivity has led to a homogenization of some aspects of culture, while also allowing niche cultures to flourish by finding like-minded individuals across the globe.

Despite these advancements, human culture still fundamentally aligns with our evolved survival instincts. For example, our deep-rooted social instincts manifest in the formation of online communities and social media networks. The human need for social belonging and recognition, which once played a role in tribal cohesion and hierarchy, now finds expression in digital likes, shares, and comments.

The internet meant that anyone on Earth could engage with anyone else at anywhere, anytime. Now this has transitioned us to a unique time where more and more cultures can develop amongst one another and globalisation edges closer but it also means that we are further exposed to the reach of more people, meaning the social aspect of our being is more and more vulnerable. An aspect of humanity that was once protected in small, secure and strong units of culture dedicated to food security then to language, trade, music, etc is now exposed to essentially anyone and everyone on Earth.

The development of culture in the contemporary era, particularly in the context of the internet and digital communication, represents a significant shift from our evolutionary and historical norms. This shift has profound implications for social interactions, cultural development, and, by extension, business strategies.

Cultural Development in the Digital Age:

1. Rapid Information Exchange: The internet has revolutionised the speed and scale at which information is shared. This rapid exchange fosters a culture that is continuously evolving and influenced by a global pool of ideas, unlike the relatively slow and localised cultural evolutions of the past.

2. Virtual Communities: Online platforms have created new forms of communities. Unlike traditional communities, which were formed based on geographical proximity and face-to-face interactions, online communities are often interest-based, transcending physical boundaries.

3. Diminished Privacy: The digital age has led to a culture where sharing personal information online is normalised. This openness contrasts with historical norms where personal information was shared within a close-knit group or community.

4. Shift in Social Skills: The prevalence of digital communication can impact the development of social skills that are based on face-to-face interactions. Nuances like body language and tone are often lost in digital communication.

The Naturalness of Digital Socialisation

While digital communication has become integral to modern life, it diverges significantly from the social interactions humans evolved with. Our evolutionary history primed us for direct, in-person social interactions, often within small groups. This face-to-face interaction was crucial for building trust, understanding social cues, and forming deep bonds.

The internet, while facilitating broader connections, often lacks these depth elements. For instance, social media interactions can be more superficial compared to in-person interactions. This can lead to a paradox where individuals are more connected than ever before but may feel isolated or less satisfied with their social lives.

Applying Evolutionary and Cultural Insights to Small Business Marketing Strategies

In light of the evolutionary goldilocks zone and the new wave of communication methods, small businesses can adopt several general marketing strategies that align with both our deep-rooted human instincts and the contemporary digital landscape. These strategies can help small businesses connect more effectively with their customers:

Using Culture as A Tool For Marketing - Tips for Strategies:

1. Authenticity and Human Connection:

   • Emphasis on Authenticity, Need for Personal Connection, Focus on Authenticity and Trust.

   • Strategy: Build marketing strategies around authentic and transparent communication, fostering genuine community interactions both online and offline. Showcasing real customer stories and engaging in honest dialogues can create a sense of trust and community belonging, addressing the human need for social connection.

2. Digital Engagement and Well-being:

   • Adapting to Short Attention Spans, Addressing Digital Well-being, Leveraging Digital Communities, Leverage Digital Platforms Wisely.

   • Strategy: Adapt to the digital landscape by creating concise, engaging content that respects the audience's time and attention. Offer solutions or content that promote digital well-being, and leverage the dynamics of online communities to foster engagement, ensuring that digital platforms are used to enhance, not replace, real human connections.

3. Storytelling and Cultural Resonance:

   • Utilize Storytelling, Address Basic Human Needs in Marketing, Respect and Reflect Cultural Diversity.

   • Strategy: Use storytelling to weave narratives that connect products or services to basic human needs and cultural heritage. Respect cultural diversity in storytelling and marketing strategies, showing an understanding and appreciation of different cultural backgrounds and norms.

4. Balancing Modern and Traditional Needs:

   • Promote Balance in the Digital World, Address Basic Human Needs in Marketing.

   • Strategy: Position products and services as enablers of balance between modern digital demands and traditional human needs. This could involve marketing products as aids for digital detox, relaxation, or as tools that enhance basic aspects of life like food, shelter, and warmth.