The Cultural Fluency Imperative

The Business Case for Inclusive Marketing

Inclusive marketing and Cultural Fluency are not optional for brands aiming for sustainable growth—they are essential. Rolling back DEI (Diversity, Equity, and Inclusion) commitments in response to political pressure could create consumer backlash, as we are seeing with consumer boycotts to various company policy changes. DEI may be driven by corporate HR and Legal teams, but Marketers and Insights professionals leading brands face the challenge of navigating these changes while showing public support for inclusive marketing. Determining the right balance can help avoid alienating key segments and undermining long-term brand credibility and revenue growth impact.

Brands, while they have a purpose and benefit-based value prop, are in the business of growing shareholder value. Inclusive marketing isn’t about social responsibility; it’s a business imperative. To thrive, brands must evolve with the changing consumer base. According to Collage’s Dig Deeper: Multicultural Demographics Update 2025 and America Now 2024:

• Multicultural spending power of Hispanic, Black, and Asian Americans is growing 290%, outpacing White consumers by 2x on average.  
• Specifically, Hispanic buying power is projected to reach $2.8 trillion by 2026, Black buying power $2.1 trillion, and Asian buying power $1.9 trillion. 
• America is more diverse than ever, with multicultural Americans accounting for 43% of the US population, with 358% growth over 10 years (2013-2023). 
• Over 50% of Gen Z is multicultural,  with spend power projected to exceed Boomers by 2029

Growth is simply not political.
Diverse consumers are this country’s growth engine.

An overwhelming 81% of Americans believe inclusive marketing is as important or more important than it was four years ago. This sentiment is even stronger among Gen Z, Millennials, Black, Hispanic, and LGBTQ+ consumers—the very groups driving cultural shifts, economic influence, and brand loyalty. Black consumers are 35% more likely than the total population to look up a company’s diversity and inclusion practices before making a purchase, while Hispanic consumers are 22% more likely. Consumers are actively evaluating brands based on their actions, and performative efforts or perceived regression can significantly damage trust and loyalty.   

To win in this changing environment, brands must focus on building their Cultural Fluency. Cultural Fluency is a critical driver of brand success in today’s diverse marketplace. It is not just about representation—it is about understanding, connecting, demonstrating sustained commitment to and building authentic relationships with consumers across different backgrounds. 

Cultural Intelligence

The foundation of values and beliefs that goes deeper to uncover the why and drives behavior across diverse segments. 

Cultural Fluency

The ability to use cultural intelligence to efficiently & effectively connect across diverse segments.

Research shows that Cultural Fluency is predictive of future purchase intent and brand favorability, giving brands a strategic advantage in driving long-term growth. Trust is one of the core components of brand Cultural Fluency. Erosion of trust can damage consumers’ perceived fit, relevance, value of a brand, potentially making them less likely to be loyal to the company.  

Culturally fluent brands build stronger consumer trust, sustain brand loyalty, and outperform competitors by consistently resonating more deeply with their consumers, even when external forces – such as legal challenges or political executive orders – change the environment. To win in the market, brands must take authentic, intentional actions now, demonstrating a true commitment (not just saying it). Those that invest in Cultural Fluency will be the ones shaping consumer preferences and market leadership tomorrow.