Drive Growth in 2025: Reimagine Inclusion & Relate to the Day-to-Day Consumer Experience
Cultural Fluency Summit Promises to Guide Brands to Unify Consumers
According to a first look at our flagship annual report, America Now, rolling out at our 2024 Cultural Fluency Summit, consumers are less focused on specific identities purely as a function of representation, than on wanting brands to show appreciation for who they are and their real-life experiences.
Access best practices on how leading brands are bringing consumers together in the context of today’s polarized market.
America Now: Reimagining Inclusion to Drive Growth from Diverse Consumers
In our annual keystone presentation at the 2024 Cultural Fluency Summit, America Now, we’ll spotlight the changing expectations today’s consumers have of brands–just one month prior to an incredibly polarizing Presidential election.
We’ll unveil how consumers are experiencing a spiraling cycle that begins with optimism and follows with burnout and mistrust. America Now shows that brand trust remains solidly above that of many other national and political institutions presenting a growth opportunity for brands to lean in to shape the American experience.
The research reveals compelling new insights into how Americans are now responding to inclusive marketing across demographics, cultural values and beliefs. And, dives deeper into how brands can improve on their approach to embracing the diverse mainstream that defines us.
Summit attendees will also learn how brands can break out of the cycle to earn new levels of trust. At the core, we show how this requires that brands need to understand and represent consumers as real people, not as placeholders for diversity.
This shift in consumer expectations, which we refer to as Representation 3.0, demands that brands go beyond an appeal to shared identity to embrace the reality of shared experiences, values, and personal connections.
Break Through the Noise: How The Best Ads Activate Around the Reality of Consumer Experience
In our groundbreaking CultureRate presentation, Summit attendees will learn from our analysis of the top ads of 2024, calling on an improved approach to evaluation that reviews new insights into the cultural performance of ads.
Our refined evaluation method provides direct confirmation of the findings in America Now. The winning ads are breaking new ground in representing the reality of consumer experience, and doing so in a way that recognizes a shared struggle while remaining relatable, culturally specific and light.
In addition to overall cultural fluency, we also dive deeper into four major areas of performance, exploring drivers of performance:
- Attraction to an ad
- Intent to learn more and choose a brand
- Relatability of the ad
- Credibility of the ad
Attendees of the 2024 Cultural Fluency Summit will walk away with clear insights into the transformation of the modern American consumer and how to break the cycle of consumer frustration to futureproof their brands.
The 2024 agenda also includes peer-to-peer networking opportunities, a panel discussion with CMOs from leading brands, all-new Cultural Fluency Awards, and much more!