INSIGHTS & PRESS
GenZ has Spoken for Coachella 2023
Throughout the 2010s, Millennials dominated the music festival scene. Among the most prominent and noteworthy music festivals is Coachella. Coachella is a music festival that is held once a year during the month of April in Indio, California, where thousands of...
Generational Nuances in Home Improvement Attitudes
Generational attitudes about home improvement and home ownership have evolved over the last several years, especially after the Covid-19 global pandemic. In SSG’s previous article published in November 2022, “Multicultural Consumers Have Driven Home Improvements...
Top 10 Cultural Relevancy & DEI Marketing Learnings of 2022
2022 brought many new learning opportunities for the Multicultural and Inclusive marketing industry. Specifically, the Cultural Inclusion Accelerator™ (also known as CIA) has conducted groundbreaking research around topics surrounding the impact of culture and brand...
LGBTQ+ Fear Being Out at Work While Their Expectations of Brands Rise
Throughout the past few years, society has made a concerted effort to be more inclusive of LGBTQ+ people. However, a new study from WPP shows us that we still have a long way to go, with only 40 percent of LGBTQ+ people disclosing their sexuality to work colleagues....
Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural (MC) segments are leading the growth in the Home Improvement category, despite the spike in the price of building materials. Multicultural segments account for 60% of the share of growth, with Hispanics accounting for 39%, Blacks for 9%, and Asians for...
Hispanic Marketing Council: Navigating an Increasingly Critical Hispanic Cultural Environment
Where is Hispanic Culture in Marketing in 2022? New research shows that Hispanic consumers, especially Gen Zers, are demanding more from brands that must adapt to new expectations or get left behind. The Cultural Inclusion Accelerator™’s measurement tools –Cultural...
Navigating an increasily critical hispanic cultural environment
Tuesday July 26th at 11am PST / 2:00 pm EST Where is Hispanic Culture in Marketing in 2022? New research shows that Hispanic consumers, especially Gen Zers, are demanding more from brands that must adapt to new expectations or get left behind. The...
AIMM 2020 Census – Report Series
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Why Data Transparency Matters
Carlos Santiago for O'Dwyerpr - We all know the indelible mark recent social movements involving diversity, equity and inclusivity have had on the communications landscape. There is a clear need to reassess who we are speaking to, the messages we are using and the...
Brands get a new metric to assess cultural relevance
AdExchange by Sarah Sluis.- When ads positively portray people from a racial or cultural group, or contain cultural insights that resonate with members of that group, they measurably boost brand KPIs such as purchase intent, brand loyalty and brand relevance. But...
Report: Majority of TV Programs Fail to Resonate With Diverse Audiences
Erik Gruenwedel for Media Play News - A majority of TV shows are not relevant to diverse segments of consumers and are, in fact, mostly inclusive and considerate of white, non-Hispanic viewers, according to a new study, the Cultural Insights Impact Measure from the...
Marketers And Programmers Are Seeking Cultural Relevance When Reaching Multicultural And Diverse Groups
Brad Adgate for Forbes - Among the ongoing trends in the U.S., have been the growth in original scripted entertainment shows and the country is becoming more ethnically diverse. These two trends are also interrelated. In 2009 there were 210 scripted programs across...