Break Through the Noise: Learn from the Best Ads of 2024 for Impact
Consumer satisfaction with inclusive advertising has reached a plateau. Our signature analysis of Ad Cultural Fluency reveals how to break through the plateau by representing the reality of consumer experience.
Consumer identity has rapidly evolved. Even the best portrayals of intersectional identity struggle to keep up with the nuanced complexities of consumer identity today, and consumers are left feeling unrepresented by advertising today. To enable marketers to stay a step ahead of this identity curve, Collage CultureRate has evolved too.
Our new model was designed to surface the right mix of cultural factors that maximally predict favorability and purchase intent.
Download a sample of our CultureRate report to learn from the winning ads that are breaking new ground in representing the reality of consumer experience.
Fill out the form to download slides from our research report.
The Big Picture:
The foundation of our methodology are four major elements impacting ad performance:
- Likeability of an ad
- Persuasion to learn more and choose a brand
- Resonance
- Credibility
Succeeding in the four components drives ad cultural fluency (A-CFQ) which in turn connects to increased brand favorability.
What Surprised Us:
About 40% of Americans are not satisfied with their portrayals in advertising. They embrace their multifaceted identity, both individualistic and intersectional characteristics, but don’t see this reflected in “inclusive” marketing. Ultimately, inclusive marketing must evolve to emphasize the individual depth with which consumers see themselves.
CultureRate Analysis Reveals Key Tactics for Creating Cultural Fluent Ads:
Using five best practice case studies of ads from our database, we reveal tactics marketers can use to create culturally fluent ads. Contact us to take a deeper dive into the five case studies and what they reveal about driving growth, trust, and inclusivity in advertising.
Brands that use cultural and linguistic cues relevant to their target audience and facilitate content or product information sharing will enable them to connect more dynamically with this diverse demographic, fueling further growth.
We look forward to partnering with you and continuing our contributions to authentic brand engagements that elevate diverse consumer voices year-round.