“Cultural Fluency: It’s Time to Take Multicultural to the Mainstream”
Cultural Fluency is an innovative marketing approach for brands to connect with a wide range of culturally distinct segments that make up modern mainstream. It breaks the traditional marketing trade-off between niche and mainstream marketing by finding new ways to activate culturally specific insight to accelerate broad success.
Recent research shows that most marketing organizations have not yet caught up with this opportunity. Despite the vast amount of advertising spend, consumers think only 37% of campaigns show that advertisers have “done their research” in authentically representing diverse consumers.
Leading brands are making Cultural Fluency a top priority from the outset, they define mainstream as diverse, and apply multicultural insights at the core of marketing plans.
These brands are using cultural insights, not through blending and homogenizing, but through “halo effects,” leveraging culturally specific stories that resonate with everyone.
Cultural Fluency accelerates growth. Grounding representation in cultural specifics that work across many segments helps brands achieve higher marketing ROI, higher loyalty, and more rewarding performance.
Brands can’t win with a mentality that multicultural marketing is incremental to mainstream strategy. Instead, winners make Cultural Fluency the currency for everything they do. By David Evans, Chief Insights Officer, Collage Group.
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