Member Stories: Meet the Brands Winning With Today’s Consumers (Cultural Fluency Examples)

The world’s leading brands are effectively using cultural intelligence to fuel growth with today’s high-growth consumer segments. Here we outline the importance of cultural fluency to guarantee the success of marketing campaigns, and include examples from our member brands.

Reading Time: 17 minutes

May 3, 2024
David Evans – Chief Insights Officer

Collage Group’s Member Stories offer real-world examples of effective marketing campaigns. This installment showcases the brands that demonstrate cultural fluency, serving as a source of inspiration. Explore how cultural fluency underpins the success of each marketing endeavor.

Hear directly from Collage Group’s members as they share their invaluable insights on this topic. Each reveals how mastering cultural fluency has propelled them toward their marketing goals. Plus, discover how Collage Group has played a pivotal role in this journey.

What Is Cultural Fluency?

As defined in Collage Group’s Cultural Fluency 4-Step Roadmap, cultural fluency is: 

“…the ability to use cultural intelligence to efficiently and effectively connect with diverse America across different consumer segments. Culturally adept brands strategically redefine conventional norms by placing multicultural and diverse segments at the core of operations. These brands harness the power of data and analytics to decipher and navigate cultural complexity and nuance. They ingeniously employ culture-specific elements that not only target specific segments but also captivate broader audiences, a phenomenon often referred to as the ‘halo effect.” – Cultural Fluency 4-Step Roadmap, Collage Group 

Why Does Successful Marketing Depend on Cultural Fluency?

“Cultural fluency needs to be a part of everything we do, from our employees to the partnerships we’re working with, ensuring we put out the right research to demonstrate that cultural fluency is imperative and not optional.” – Ariella Williams, Disney Advertising

From a business standpoint, embracing cultural fluency is crucial for the success of every marketing campaign. That is, cultural fluency:

    • Ensures marketing activities connect with the new U.S. mainstream.
    • Creates authentic and relatable brand experiences.
    • Ensures targeted and genuine interactions.

Cultural Fluency Ensures Marketing Connects With the New U.S. Mainstream

In today’s landscape, diverse segments are the new mainstream that drive market growth. This diversity encompasses both demographic and psychographic dimensions, with key shifts including: 

    • The Growing Influence of Younger Generations: With over 50% of Generation Z identifying as multicultural and 33% as LGBTQ+, brands that champion individuality and inclusivity are gaining traction among these consumers.
    • Changing Gender and Identity Dynamics: By 2030, women are expected to oversee $10-20 trillion in investable assets, reshaping consumer markets and influencing purchasing patterns.
    • Multicultural Expansion: Over 140 million Americans belong to diverse ethnic groups, driving more than 65% of expenditure growth.
    • Increasing Expectation for Brand Advocacy: A remarkable 72% of Americans expect brands to take a stand on social issues, preferring those that reflect their values.
    • Urbanization and Its Impact on Household Economics: Urban and rural demographics are reshaping shopping behaviors, brand loyalties, and purchasing trends, with one in five Americans now residing in rural areas

“As a company, we are creators of conviviality. This means we aim to foster connections among people. Connections are made when people share a ‘cheers’ while having a drink or find a common language, so having cultural fluency really opens that door.” – Christian Arango, Pernod Ricard

In response to this changing landscape, brands must understand the values of different consumer segments. Think: How are the beliefs and priorities of my consumers impacted by their unique values?

Having this understanding is a marketing imperative. 

“Paramount is a huge global brand reaching many diverse audiences, including multicultural ones, and so for us, cultural intelligence is at the helm of what we do and how we aim to reach our audiences.” – Karen Vega-Porcelli, Paramount Advertising

Cultural Fluency Creates Authentic and Relatable Brand Experiences

“We’re a beverage alcohol company, so we sell liquid, but what people are truly buying from us are experiences.” – John Mutterperi, Campari Group

As a marketer, you not only promote a brand but you also sell an experience. And crafting engaging and relatable experiences depends on your understanding of people. 

Your goal is to align your brand’s portfolio with the diverse moments celebrated in the lives of different consumer segments. To do this, you need to know how culture shapes these celebrations – you need to be culturally fluent.

Cultural Fluency Ensures Targeted, Intentional, and Genuine Interactions

“At Urban One, we are focused on the Black consumer, encompassing any and all things related to Black people, and so cultural fluency is especially important to us. I believe the majority of the staff at our organization is part of the Black community. However, when you get into different segments and try to target them, people, in general, need to understand that Black people aren’t a monolith.” – Audrey Cochran, Urban One

Your marketing campaigns must connect with consumers personally. As such, cultural fluency needs to be embedded into the DNA of every marketing initiative. It needs to be an integral part of everything your brand does.

Brands in the Spotlight: 8 Cultural Fluency Examples That Resonate With Today’s Consumer

Unlocking the power of cultural intelligence is essential for mastering the art of cultural fluency. With this in mind, Collage Group’s fluen.ci application and insight reports give the tools you need to fully engage diverse America. As you read through each marketing example, you’ll gain a glimpse of how fluen.ci drives cultural understanding with invaluable consumer-, brand- and category-specific reports.Collage Group is the only cultural intelligence engine that fuses together consumer, industry, and brand insights on the why behind consumer behavior, so brands can fuel immediate growth. The team focuses on assessing and educating brands across three primary components of cultural intelligence that every brand needs to win

    1. Consumer fundamentals: cultural traits, demographics, passion points, seasonal experiences, media habits, and the evolving political and social values of these consumers.
    2. Category essentials: the needs, preferences, and behaviors across 14 different industries. From health care to financial services, to food and beverage, and everything in between.
    3. Resonance of your brands and ads in the marketplace, and why they pop.

In this article, you’ll learn why industry-leading brands turn to Collage Group for cultural intelligence and strategic expertise. Today, these brands speak to you! Each highlights the importance of mastering cultural fluency to obtain their marketing goals. Explore the factors contributing to each campaign’s success, enabling you to apply these learnings to your work.

Example #1: Walmart

B-CFQ Components

Consumer Sentiment About Each B-CFQ Component, Compared to the Category Average

These findings are derived from Collage Group’s fluen.ci application. Note the above-average ratings across Black segments for Fit, Relevance, Trust, Memories, Advocacy, and Values. Plus similar results are shown for Hispanic, Asian, and White segments. These results are explained further below.

Within the Black community:

    • Walmart’s emphasis on savings connects to Fit and Values.
    • Ongoing efforts to uplift Black communities and Walmart’s involvement in social issues offer both Relevance and Trust.
    • Support for Black professionals drives both brand Advocacy and Fit.

Walmart solidifies its position as a leading brand among Black consumers. (As highlighted in the ‘Top 10 Brands for Black Consumers‘ report published by Collage Group.)

(To discover more unique insights and diverse perspectives, become a Collage Group member and gain access to the full report here.)

What distinguishes Walmart in the market is its unique brand positioning as an affordable choice. With a strong emphasis on value-driven pricing, Walmart addresses the financial concerns of Black consumers. That is, 72% of Black Americans worry about their financial situation, (according to Collage Group’s research). 

By recognizing the key challenges Black Americans face, Walmart establishes a strong brand alignment. And this alignment is embedded into the brand’s core identity. For example, Walmart’s mission statement is to ‘save people money so they can live better‘. Demonstrating this commitment, Walmart’s membership program promotes a range of online and in-store benefits.

Yet, Walmart goes beyond merely targeting one specific cultural group. Affordability is a universal consumer value. As such, Walmart’s promotion creates a positive ripple effect that extends beyond the Black consumer segment. Collage Group refers to this phenomenon as the ‘halo effect,’ as explained in the video below. In summary, this halo effect creates a broad appeal for Walmart among diverse cultural groups.

Moving beyond affordability, Walmart also tailors its marketing activities to uplift Black consumers. Notably, a substantial 77% of Black Americans identify racism as a serious issue. And a further 83% advocate for brands to engage in such social and political matters. How does Walmart address these concerns?

Walmart doesn’t simply pay lip service as a laissez-faire way of showing solidarity. Instead, the brand takes tangible action. For one, Walmart invests $3.3 million in initiatives focused on criminal justice reform and violence prevention.

Plus, Walmart’s marketing efforts foster supportive communities, to engage in meaningful conversations. Consider the brand’s collaboration with Winrock International. This funds initiatives that uplift Black-led businesses to align with the 72% of Black Americans who feel a sense of community with minority business owners. And a further 63% draw motivation from witnessing the success of others. These initiatives promote a nurturing environment.

Before moving on to the next example, it’s worth noting Walmart’s ‘Black and Unlimited’ campaign. Have a watch, and think about how this campaign affects you.

What do you feel? 

Excitement? Happiness? Pride? This video reportedly evokes such emotions within the Black community.

It’s clear that Walmart’s success is intricately linked to the brand’s deep understanding of the wants and needs of Black consumers. This level of understanding can only be achieved through cultural fluency. An important takeaway here is that Walmart doesn’t just make impressive announcements, the brand consistently follows through with action.

Example #2: Subaru

Subaru’s Crosstrek, “Girls’ Trip” commercial presents an excellent example of both cultural fluency and the halo effect, to capture the attention and love of the Hispanic community and beyond.

In the video below, you witness the unique and heartwarming connection between a granddaughter and a grandmother. Multigenerational love holds significant importance in Hispanic families. This is a community bound by both multi-generational and extended family ties, which are deeply cherished.

Yet, extended family relationships and the warmth of grandparent kinship extend beyond Hispanic culture. These themes resonate with individuals across diverse backgrounds and ethnicities. As such, Subaru takes a cultural nuance and transforms it into a universally relatable concept.

In other words, the campaign adeptly employs the halo effect. A narrative is presented, one that surpasses cultural boundaries. And this resonance was so compelling that the ad’s reception among Black and White audiences exceeded the ratings received from the targeted Hispanic segments. 

This example underscores the power of inclusivity, and you too can achieve similar results. Think about the cultural themes you can weave into a narrative to resonate with the universal human experience.

Example #3: Netflix

Netflix also establishes a powerful connection with the Hispanic community through cultural fluency. (This is explained further in Collage Group’s The Top Ten Brands for Hispanic Consumers: Insights from a CultureRate Analysis of 252 Brands in 2022 survey.)

By offering a rich array of Hispanic-specific content, Netflix creates a space that caters to the needs of Hispanic families. And the brand aligns its marketing efforts accordingly.

For instance, Netflix recognizes that social media is a community hub for 78% of Hispanics, and so uses this space to connect with its audience. Through the brand’s Con Todo Social platform, Netflix cultivates relevance by nurturing positive discussions that amplify Hispanic voices. This dialogue creates meaningful business-customer relationships. 

31% of Hispanics are more likely to share experiences and opinions about brands they use on social media. By knowing this, Netflix can position itself to be exactly where its consumers are. The brand is ready to cultivate these connections for positive word-of-mouth endorsement.

Example #4: Costco Wholesale

This example draws from the insights given in Collage Group’s 2023 report, ‘The Top Ten Brands for Asian American Consumers: Insights from CultureRate.

B-CFQ Components

Consumer Sentiment About Each B-CFQ Component, Compared to the Category Average

These findings are derived from Collage Group’s fluen.ci application. Note the above-average ratings across Asian segments for Fit, Relevance, Trust, Memories, Advocacy, and Values. Plus similar results are shown for unacculturated and bicultural Hispanic segments. Within the Asian community:

    • Bulk merchandise that has a low cost-per-unit meets the needs of large, multigenerational Asian American households and their analytical side, connecting to Fit.
    • A growing inventory of Asian produce drives Relevance and Advocacy.
    • Early success in Korea and Taiwan aligns with positive Memories.
    • Support for Asian suppliers drives Trust and Advocacy.
    • Focus on fighting climate change connects to Values.

Costco Wholesale showcases a deep understanding of the Asian American consumer. For one, the Costco brand is positioned as a provider of bulk merchandise with a low cost-per-unit price. This product placement caters to the demands of larger, multigenerational households. This strikes a chord with the everyday lives of Asian Americans, with 14% living in multigenerational households, compared to 3% observed for the overall population.

Once more, Asian Americans are thoughtful spenders. That is, 79% express a tendency to ‘meticulously weigh their options before making choices’. Buying in bulk is cost-effective and so perfectly syncs with the analytical mindset prevalent in the Asian community.

Beyond products, Costco is also addressing the brand’s impact on the environment. A significant 68% of Asian Americans view climate change as a serious problem. In response, Costco effectively communicates and promotes the brand’s sustainability commitment. For instance, the brand specifies how it’s using water more efficiently, reducing waste and CO2 emissions, and sourcing sustainable produce.

Thanks to these marketing endeavors, 76% of Asian Americans hold a favorable view of the Costco brand. Plus, 75% express an intention to purchase the brand’s products or services in the future.

Drawing from the fluen.ci insights in the image above, it’s evident that Costco could improve its performance by embracing cultural alignment with segments beyond Asian consumers. With a deeper cultural understanding, Costco could enhance Fit, Relevance, Trust, Memories, Advocacy, and Values among Acculturated Hispanics, Black, and White consumers. Costco should develop marketing campaigns that leverage halo effects for a broader appeal.

“I think Collage Group has been a tremendous partner for us in two ways. Firstly, in helping us understand our blind spots, and to be fair and honest with ourselves, we had quite a few, especially considering that we only began our cultural fluency journey a few years ago. Secondly, recognizing what those blind spots are and determining the best approach for moving not only our insights team but really the entire organization on the journey toward multicultural excellence. That’s truly the endgame.” – John Mutterperi, Campari Group

Example #5: Adidas

Drawing from Collage Group’s 2023 ‘Top Ads for LGBTQ+ Consumers: Insights from CultureRate‘ report, Adidas demonstrates a strong resonance with LGBTQ+ culture – a culture shared by lesbian, gay, bisexual, transgender, and queer individuals.

Consider, for example, the brand’s ‘Impossible is Nothing‘ campaign, which has received widespread acclaim. This example echoes the spirit of the LGBTQ+ segment’s Champions Group Trait, as is explained below.

(Check out Collage Group’s Consumer Research: Cultural Traits reports to understand group traits of specific consumer segments.) 

Focus on the tagline, which has been the cornerstone of Adidas’s global campaigns since 2004. Not only does this tagline ensure campaigns remain rooted in the brand’s history and heritage, but it also encourages the LGBTQ+ segment to be exactly who they want to be.

The “Impossible is Nothing” campaign features notable figures such as:

      • Tiffany Adreu: A pioneering trans female athlete in the Brazilian women’s Volleyball Superliga;
      • Asma Elbadawi: A basketball player who was instrumental in overturning an on-court hijab ban;
      • Jung Ho-Yeon: A model and actress celebrated for her role in the 2021 hit series “Squid Game”;
      • Ellie Goldstein: An author, dancer, and fashion model for Gucci, Adidas, PINK, and Lego.
      • Beyoncé: A Black American singer, songwriter, and businesswoman.

The diversity of these actors creates appeal across many segments, not just the LGBTQ+ community. You’re witnessing the halo effect again. With Asian, Black, and Trans actors, the campaign captures the beauty of diversity. The halo effect is deployed to maintain high-performance metrics within both LGBTQ+ and non-LGBTQ+ groups:

Consider, for example, the brand’s ‘Impossible is Nothing‘ campaign, which has received widespread acclaim. This example echoes the spirit of the LGBTQ+ segment’s Champions Group Trait, as is explained below.

(Check out Collage Group’s Consumer Research: Cultural Traits reports to understand group traits of specific consumer segments.) 

Focus on the tagline, which has been the cornerstone of Adidas’s global campaigns since 2004. Not only does this tagline ensure campaigns remain rooted in the brand’s history and heritage, but it also encourages the LGBTQ+ segment to be exactly who they want to be.

      • Before the campaign, brand favorability among LGBTQ+ consumers stood at 70%. This increased to 79% post-advertisement.
      • Similarly, non-LGBTQ+ consumers saw an increase of 7% in terms of brand favorability after the campaign.
      • Purchase intent increased too. LGBTQ+ consumers’ purchase intent increased by 10% post-ad.
      • Purchase intent increased from 66-80% for non-LGBTQ+ consumers post-ad.

[Collage Group is]…“helping us understand how we can better engage with our consumers, it’s also adding a lot of breadth and color to our sales presentations, for example. So when we’re going out and talking about the value of this diverse segment, we have some great information to back it up…” – Audrey Cochran, Urban One

Example #6: Microsoft

B-CFQ Components

Consumer Sentiment About Each B-CFQ Component, Compared to the Category Average

      • Diverse product offerings meet the needs of Asian American consumers who are super technology users, connecting to Fit.
      • Internal Asian representation in leadership and the workforce, as well as external Asian representation in ads and products, drives Memories, Advocacy, and Values.
      • Leaning into Asian Americans’ passion for video games and technology connects to Relevance
      • Alleviating Asian American consumers’ data privacy concerns drives Trust.

Collage Group has identified Microsoft as a leading brand for Asian Americans. Microsoft places a strong emphasis on values such as diversity, data privacy, and cutting-edge technology. This resonates powerfully with the Asian American consumer segment.

Integral to the success of the Microsoft brand is its dedication to customer-centric marketing. For instance, 36% of Microsoft’s workforce is of Asian heritage, meaning the target consumer is represented at the core of the company.

Plus Satya Nadella, Microsoft’s CEO, stands as a strong advocate for diversity and inclusion. The Asian American community recognizes this and applauds her efforts. For instance, an impressive 60% of Asian Americans express a desire for enhanced representation in positions of power. This aligns Nadella’s position with the aspirations of this community.

By prioritizing the Asian customer, and representing this community at the heart of the business, Microsoft nurtures strong connections and promotes advocacy. Microsoft strives to be a beacon for a more inclusive and representative future, a sentiment that’s captured in the following quote:

“Microsoft’s commitment to diversity and inclusion is longstanding and central to our company’s mission. Each year, we strive to increase representation, and we are committed to being accountable and transparent about our progress so that we can continue to empower our employees, our customers, and the world.”- Satya Nadella Chairman and CEO at Microsoft, Microsoft’s Diversity and Inclusion report

As a result of the above, 72% of Asian consumers express a positive sentiment towards Microsoft, compared to the 52% average across brands. Moreover, a remarkable 76% state they’re likely to purchase Microsoft’s products or services in the future. This too surpasses the 47% average across brands.

Example #7: Sprite

B-CFQ Components

Consumer Sentiment About Each B-CFQ Component, Compared to the Category Average

These findings are derived from Collage Group’s fluen.ci application. Note the above-average ratings across Black segments for Fit, Relevance, Trust, Memories, Advocacy, and Values. Plus similar results are shown for Hispanic, Asian, and White segments. Within the Black community:

      • A long-lasting relationship with Hip-Hop culture builds on positive Memories and drives Advocacy.
      • A deep understanding of key passion points for Black consumers offers Fit.
      • Efforts to uplift Black creators sustain Trust.
      • A focus on family connects to the values of Black consumers.

Sprite is another top brand for Black consumers, as highlighted by Collage Group. Sprite uses its marketing initiatives to engage with the passions of this segment. 

For instance, by partnering with key influencers, Sprite has solidified its status as hip-hop’s signature soft drink. Sprite knows Black Americans have an enduring relationship with such music. Specifically, 54% of Black Americans express a preference for hip hop, compared to 33% of the total population. Plus, 34% find enjoyment in music that reflects their heritage, which is 9% higher than the average.

Positive memories and advocacy are built through Sprite’s strategic partnerships. For example, Sprite collaborated with Aubrey Drake Graham, a key figure in the hip-hop scene, as shown in the video below.

Such partnerships demonstrate Sprite’s commitment to amplifying the voices of Black creators, which solidifies trust among this consumer group. For example, a striking 57% express a desire to convey themselves through style, creativity, and, as such, music. This means that as a brand, Sprite resonates with Black Americans on a deeper and more personal level.

Example #8: Visa

Collage Group’s Top Brands for Women report highlights Visa as a stand out brand among women, with Brand Fit emerging as a key factor in shaping their preferences. Visa earns this Brand Fit through its consistent dedication to investing in women and their goals.

For instance, Visa recognizes that financial wellness is a top concern for women. That is, 34% prioritize reducing financial stress, while 32% seek improved money management. In response, Visa’s “Money Is Changing” campaign directly addresses these concerns, resonating deeply with this demographic and sparking valuable discussions. This authentic and honest approach champions women and in turn, boosts brand fit.

As a result, Visa boasts an impressive brand favorability rating of 85%, surpassing industry benchmarks. Furthermore, future purchase intent has surged, with 86% of women expressing interest in purchasing Visa products or services.

The success narrative of Visa and other top brands, particularly among diverse segments like women, revolves around a profound understanding of cultural drivers. Leveraging Collage Group’s rich data and insights serves as a valuable blueprint, inspiring brands to elevate brand health, affinity, and advocacy.

Embark on Your Cultural Fluency Journey with Collage Group

“How has Collage Group not helped? We are very fortunate to be partners and to work alongside Collage. From internal meetings about terminology, and multicultural understanding, and keeping our focus, to very specific tailored programs and research they’ve conducted for us, Collage has been integral to Pernod Ricard’s multicultural journey.” – Christian Arango, Pernod Ricard

Collage Group serves as a pivotal ally for marketers striving to elevate the cultural fluency of their campaigns. From tailored programs to invaluable research, Collage Group ensures your marketing resonates with diverse Americans. Harness the power of Fluen.ci‘s dynamic platform and cultural insights to forge connections that extend beyond your target audience, creating a lasting halo effect.

“Fluen.ci is an incredibly dynamic product that allows you to assess the cultural fluency of your brand in real time. It’s incredibly powerful to have that information at your fingertips for reviewing both your brand and your competition. 

…It meticulously measures brands across six key dimensions that we’ve thoroughly studied and understood as pivotal drivers of cultural fluency. These dimensions are, in turn, predictive of brand favorability and purchase intent.” – Victor Paredes, Collage Group  

Uncover how your brand compares across consumer segments and measure these rankings against competitors using Fluen.ci’s Brand360 and Head-to-Head dashboards. These dynamic tools offer invaluable insights for strategic decision-making.

fluen.ci’s Brand360 leverages over 12 years of rich cultural research to unlock consumer insights necessary for brand growth. This AI-powered application provides Collage Group members with instant access to deeper, more actionable data. Gain a 360-degree view of your diverse American audience across different consumer psychographics, values, beliefs, habits, and attitudes to identify growth opportunities.

But that’s not all. Collage Group members can also preload fluen.ci’s Head-to-Head dashboards with thousands of brands, to view each side-by-side for quick identification of opportunities, threats, and inspiration. That’s over 499,500 different comparison combinations! 

“If you have a growth opportunity with Gen Z or Hispanics or Black consumers or White Gen Z, for instance, you’re able to pinpoint exactly that dimension or component that you need to focus on, and then leverage the syndicated insights to help you understand what you need to be doing differently…” – Zekeera Belton, Collage Group 

Identify gaps in your branding and messaging strategy, and benchmark your brand against competitors and industry leaders. Use these insights to inform strategies for product bundling, development, messaging, positioning, and pricing

In summary, fluen.ci provides the strategic understanding necessary to optimize your marketing campaigns. Plus, you can assess how your brand stacks up against competitors, helping you maintain a competitive edge in diverse America.

“It is critical for us to have partners who provide us with guidance, and data, and even to internally help our teams with training on how to leverage these massive amounts of insights and intelligence. That’s exactly what we’ve been doing – attending webinars, asking questions, collaborating on thought leadership pieces, and providing commentary on the industry as a whole…” – Karen Vega-Porcelli, Paramount Advertising

Join the brands that are prioritizing cultural fluency to better engage and connect with diverse America. Sign up for Collage Group today to get started. 

“I’m excited to continue this journey. I think there are so many different topics that are ongoing and relevant to all of the different audiences.” – Ariella Williams, Disney Advertising

Other Recent Research Articles & Insights from Collage Group

David Evans

David Evans

David serves as the Chief Insights Officer responsible for all syndicated content and thought leadership. He is passionate about leading the teams that reveal insights into consumers that can transform the fortunes of our members, make these actionable in our products and experience, and build great places to work.

Before joining Collage Group in 2018, David served in a variety of senior roles in data, analytics and syndicated research organizations, including Cushman & Wakefield as Strategic Advisor, CoStar Group as Vice President of Research, and the White House where he founded the Office of Executive Councils in 2011. From 1998 to 2009, he worked at the Corporate Executive Board (now Gartner), serving ultimately as Chief Researcher for a $100 million division covering eight major business units.

David holds a Diploma (M.Arch equivalent) from the Architectural Association in London and an M.B.A. from Georgetown University’s McDonough School of Business. Before pursuing a business career, David worked as an architect in the UK, France and Germany, and published and exhibited widely. David was born in London to American and Canadian parents. He lives in Bethesda with his wife Juliette Searight and younger Generation Alpha daughter, while avidly following his older Generation Z daughter’s journey into adulthood in Halifax, Nova Scotia.

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