The 2023 annual update to our signature “America Now” research reveals that brands have finally begun the long-awaited turnaround in sentiment among diverse Americans. But even as it’s clear that much more needs to be done to authentically engage these segments, our research shows that a meaningful percentage of Americans (mostly but by no means all older White people) has become increasingly mobilized to backlash against much of this progress. Bud Light and Target have now become the touchstones of the so-called “anti-woke” sentiment that no brand can afford to ignore. And all this is happening in a world in which the advent of generative AI could radically deepen our societal divisions.
America Now: Increasing the Return on Engaging Diverse Segments in a Time of Polarization
Our 2023 Cultural Fluency Summit will spotlight what diverse America wants from brands on the issues that matter, as we head into the hot electoral season of 2024. This keystone presentation will reveal the changing importance of personal identity and how it factors into brand relationships. We also cover how consumers want brands to activate around major socio-cultural issues including race relations, abortion, climate change, LGBTQ+ rights, and generative AI, among other topics. For the first time, we will examine the role of political orientation across different segments to break through default assumptions of diverse-segment beliefs and values.
Overcoming the Backlash Risk: Lessons Learned from Diverse-Segment Focused Ads that Polarize Consumers
Using insights gleaned from our proprietary CultureRate database of ad and brand performance, we explore the phenomenon of backlash. This year, like no other, has seen consumers mobilize in ever increasing numbers on both sides to place brands at risk when dealing with sensitive issues like LGBTQ+ pride, trans identity and women’s rights. But how big is backlash and what should brands do? We provide a framework to define the “backlash terrain” and go deep into a handful of exemplars to derive powerful lessons learned.
Attendees will walk away with clear insights into the transformation of America now and the strategies brands need to win diverse audiences while reducing the risk of backlash. You’ll also learn how to build creative that connects with specific segments while embracing the broader mainstream.
Schedule
1:00P – 1:10 PM
WELCOME:
David Wellisch, Chief Executive Officer, Collage Group
Lisa Valentino, EVP, Client and Brand Solutions, Disney Advertising
1:10 – 1:25 PM
Introducing fluen.ci: Confidently Act on Insights with Instant Access to the Research that Powers the Collage Group Platform
Greg Cypes Chief Product & Technology Officer
1:25 – 2:15 PM
America Now: Increasing the Return on Engaging Diverse Segments in a Time of Polarization
Zekeera Belton, Vice President, Client Services
Jack Mackinnon, Senior Director, Cultural Insights
2:15 – 3:00 PM
Overcoming the Backlash Risk: Lessons Learned from Diverse-Segment Focused Ads that Polarize Consumers
David Evans, Chief Insights Officer
Victor Paredes, Executive Director, Cultural Strategy
3:00 – 3:15 PM
Break
3:15 – 4:00 PM
Disney Advertising’s Road to Cultural Fluency
Danielle Brown, SVP, Data Enablement and Category Strategy, Disney Advertising
4:00 – 4:45 PM
CMO Panel: How Cultural Fluency Wins in a Polarized America
Moderated by John Campbell, SVP, Client Partnerships at The Walt Disney Company
Marissa Solis, SVP Global Brand and Consumer Marketing at National Football League
Angela Zepeda, Chief Marketing Officer at Hyundai Motor America
Chaucer Barnes, Chief Marketing Officer of Translation + United Masters
4:45 – 5:00 PM
Closing Remarks
5:00 – 6:00 PM
Cocktails/Networking
*subject to change
Address
Hearst Tower
300 W 57th St, New York, NY 10019
Please use 300 West entrance, on 8th avenue between 56th and 57th street
