ANA Measurement & Accountability Conference – September 14-16, 2022
Leveraging Cultural Authenticity and Inclusion Measurements to Optimize Relevance and Sales
Carlos Santiago, Co-Founder, Cultural Inclusion Acceleratorᵀᴹ / President and Chief Strategist, Santiago Solutions Group, Inc.
Clary Leffel, AVP, Integrated Marketing & Operations, CarMax
As consumers’ expectations for greater inclusion, authentic portrayals, social justice, and equity reflections in ads and content continue to rise, the level of resonance between brand content and Multicultural and Inclusive audiences has become a critical growth differentiator for brands. Cultural authenticity, beyond mere representation, as measured by the Cultural Inclusion Accelerator’s Cultural Insights Impact Measure™ (CIIM), has been independently validated through attribution studies to significantly enhance sales lift and other ad effectiveness KPIs like purchase intent, brand opinion, and brand trust. Hear how CarMax is prioritizing culture – from brief to execution – and learn more about the role of cultural relevance & DEI measurements in communications.