A major new study from Newsworks has quantified the commercial value of culture for the first time, revealing that cultural relevance contributes to 15% of UK sales and is worth an estimated £147 billion to UK consumer spending.

The research identifies news brands as one of the most effective channels for building cultural relevance, delivering the strongest return on investment of any media channel analysed.

Conducted in partnership with Trajectory, the study analysed 80 brands across four categories and found that cultural relevance contributes to approximately 15% of sales across automotive, travel, retail and digital subscriptions.

The research also shows that advertising directly contributes to 20% of sales across the categories studied, with an additional 2% boost generated through advertising’s effect on cultural relevance. This highlights the role media plays in helping brands become more connected to culture and more relevant to consumers.

News brands emerged as the highest-performing channel in the analysis, delivering an ROI of £3.97 for every £1 invested. This included £0.45 generated through news brands’ impact on cultural relevance, approximately double the average uplift seen across other media channels studied.

Carried out among 4,000 UK adults and supported by modelling of sales and media investment data, the study sought to answer three key questions: what is cultural relevance, how much is it worth, and what role media environments play in creating it

To measure cultural relevance, Newsworks identified five core dimensions: authenticity, credibility, visibility, timeliness and aspiration. Together they provide a framework for understanding how consumers assess whether a brand feels connected to the culture around them.

The findings show that consumers increasingly expect brands to reflect modern life, participate in meaningful conversations and connect with the values and realities of society.

More than seven in 10 people agree that brands should reflect the values and realities of modern society, while 57% believe brands that ignore culture risk becoming irrelevant.

Jo Allan, CEO of Newsworks, said: “For years, marketers have chased cultural relevance, and our new study reveals they were right to do so. Culture shapes the way we see the world. It influences what we talk about, what we value and ultimately the choices we make.

“For brands, being culturally relevant is more important than ever. And now, for the first time, we can demonstrate that cultural relevance is a significant driver of business growth.

“The findings also show that media environments matter. News brands sit at the heart of culture, helping people understand the world around them. By advertising alongside trusted journalism and culturally rich content, brands aren’t simply buying reach; they’re building relevance.

“At a time when marketers are under increasing pressure to prove effectiveness, this study provides compelling evidence that cultural relevance delivers commercial results, and that news brands are uniquely effective at creating it.”

The full report will be available at newsworks.org.uk