Putting cultural intelligence at the heart of business strategy
In today’s marketplace, brands compete on cultural relevance. As identities and expectations shift rapidly, success demands a deep understanding of who your audience is—not just what they do. Cultural intelligence centers lived experiences in strategy, helping you future-proof your business and lead change, not just adapt to it.
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Understand the multicultural audiences shaping your brand’s future
Gen Z and Gen Alpha are redefining identity, culture and consumption. Nearly half of Gen Z identifies as racially and ethnically diverse. They challenge binary norms, reject traditional milestones and demand that brands reflect the world they live in.
As audiences diversify, so too must cultural research practices. We understand diverse customers: How to reach them. How to engage them. How to translate their stories into insights that become sticky at companies.
Our cultural intelligence strategies help brands connect authentically and grow. We bring deep understanding across race, ethnicity, gender identity, disability, neurodiversity and regional context—grounding every insight in what matters most to real people. By integrating this lens, you’ll strengthen brand relevance, unlock loyalty and lead with empathy.
A cross-functional team of cultural research experts
Our work is powered by the Cultural Advisory Group—a global network of experts who bring experience, local context and cultural fluency to every project. This collective ensures we design research that’s inclusive by default, not exception.
We apply this lens through:
And that’s just the beginning. There are many additional ways to capture human-first cultural insights, including semiotics, ethnography, linguistic modeling and behavioral science. Across it all, we recruit inclusively, go beyond language to embrace cultural nuances and create environments for real, human insight. And we can bring this lens to any project—from concept evaluation and segmentation to path-to-purchase and secondary research.
Inclusive insights aren’t just nice to have; they’re a business imperative
Ask how our cultural intelligence research and consulting can help your brand stay relevant and grow.
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