Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

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Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

NOV 21

Future-Proofing Brands - Valda Coryat - Cultural Fluency Makers - Episode # 006

In this insightful and dynamic episode, David interviews Valda Coryat, the Vice President of North American marketing for condiments and sauces at McCormick and Company. Valda shares her expertise and discusses how the rapidly changing demographic and cultural landscape in America affects marketing strategies. She emphasizes the importance of inclusive marketing and cultural fluency for the longevity and success of brands. Valda draws from her extensive experience with top brands and touches on topics like the evolving role of multicultural marketing, the necessity of authentic engagement with diverse consumers, and the impact of effective demographic targeting. She also shares her views on AI in marketing and highlights the challenges of making strategic investments to capture future growth. Takeaways: Focus on Communication and Team Building: Prioritize strong communication skills to select, inspire, and coach winning teams that drive extraordinary results and improve team dynamics.Integrate Consumer Insights into Marketing Strategies: Incorporate consumer insights at every stage of your marketing process, from data collection to strategy development, ensuring inclusivity and innovation.Sophistication in Marketing Approaches: Evolve marketing strategies to resonate with a multicultural and multi-generational audience, tapping into diverse consumer needs.Focus on Long-term Growth and Success: Prioritize strategies that ensure long-term business sustainability, focusing on brand loyalty and consumer engagement rather than just immediate ROI.Depth and Context Matter: Emphasize understanding the deeper context behind consumer behaviors and data, gathering qualitative insights to grasp the "why" behind trends.Influence of Younger Generations: Acknowledge the significant impact of younger generations (Gen Z, Gen Alpha) on buying patterns, and engage with them to stay relevant in the market.Embrace and Invest in AI: Integrate AI into business strategies to stay competitive, and invest in AI expertise to adapt to technological advancements and evolving market dynamics. Quote of the Show: “I think the reason we get out of bed every day to do the work we do, both as marketers and for businesses, is because there's always a challenge—and it's a beautiful one.” Links: Twitter: https://twitter.com/valdaspeak?lang=en LinkedIn: https://www.linkedin.com/in/valdacoryat/ Website: https://www.mccormickcorporation.com/ Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/

32 min
NOV 7

Showing Up and Making An Impact - Yin Woon Rani - Cultural Fluency Makers - Episode # 005

In this episode, host David Wellisch, interviews Yin Woon Rani, CEO of MilkPEP, a veteran marketer with over 25 years of experience. Yin discusses her career in the marketing industry, emphasizing the importance of inclusive marketing given America's evolving demographics. She shares insights on integrating inclusivity into marketing strategies, the significance of understanding diverse consumer segments, and the challenges and rewards of culturally relevant marketing. Yin also reflects on her personal journey, offering advice to young professionals and sharing what keeps her motivated. The episode concludes with a discussion on balancing targeted communications and handling potential backlash in the current polarized market. Takeaways: Maximize the Impact of Inclusive Marketing: Embed inclusion as a core business value across advertising, product development, and overall corporate strategy.Invest in Understanding Diverse Audiences: Commit to oversampling and inclusive research practices to ensure marketing strategies resonate with all audience groups and avoid one-size-fits-all solutions.Be Culturally Relevant and Authentic: Align your mission and messaging to today’s cultural landscape, measure cultural relevance, and prioritize authenticity in targeted campaigns.Balance Holistic Campaigns with Targeted Messaging: Achieve the right balance between total market approaches and targeted messaging using insights from diverse segments to inform inclusive representation.Prepare for and Manage Backlash: Adopt authenticity and courage to navigate polarized markets; transparency and sincere acknowledgment of errors prevent risk aversion while meaningfully engaging with diverse communities.Embrace Diversity as a Strength: View unique perspectives and diverse backgrounds as strengths; encourage teams to balance personal authenticity with professional conformity to enhance innovation and morale.Focus on Purpose and Impact: Anchor marketing efforts in influence and impact rather than just functionality; be passionate, curious, ever-learning, and focus on meaningful contributions to teams, stakeholders, and the industry. Quote of the Show: “I try to live my life to have an impact. I don't want to be a cog in a wheel where it feels like I'm not contributing every day.” Links: Twitter: https://twitter.com/ywrani LinkedIn: https://www.linkedin.com/in/yinwoonrani/ Website: https://milkpep.org/ Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/

32 min
OCT 24

Navigating Cultural Relevance in Modern Marketing - Marissa Solis - Cultural Fluency Makers - Episode # 004

This week's episode of Cultural Fluency Makers features Marissa Solis, the Senior Vice President of Global Brand and Consumer Marketing at the National Football League (NFL). Marissa discusses how changing demographics in America require marketers to focus on inclusive and personalized marketing strategies. She emphasizes the importance of understanding diverse consumer segments and creating personalized connections. Marissa outlines challenges such as data privacy and the necessity to balance technology with human-centric storytelling. She shares insights on cultural relevance, noting that brands should strive to stay afloat in the cultural current rather than claim to create culture. Marissa also provides advice for young professionals on the importance of being problem solvers and staying true to one's authentic self. Takeaways: Emphasize Inclusive Marketing: Connect with diverse audiences in unique and meaningful ways.Focus on Relationship Building: Prioritize personalized engagement to develop deep connections with consumers.Utilize and Understand Data: Gather and analyze data to create compelling narratives through human-centric storytelling.Stay Culturally Relevant: Engage with current conversations and adapt quickly to maintain visibility.Solve Problems for Key Stakeholders: Identify key influencers and address their challenges to position yourself as a valuable partner.Maintain Authenticity: Stay true to your values to build a network of genuine supporters.Balance Technology with Human Connection: Use technology alongside personal storytelling to engage consumers meaningfully. Quote of the Show: “Inclusion is everything, as a marketer you have to connect at a very personal level with your audience and you have to know who they are and engage with them in a unique way.” Links: LinkedIn: https://www.linkedin.com/in/marissa-solis-2566a3b/ Website: https://www.nfl.com/ Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/

33 min
OCT 10

Connecting With Multicultural Consumers - John Mutterperl - Cultural Fluency Makers - Episode # 003

In this episode, John Mutterperl, Director of Consumer Insights at Campari America, discusses the significance of inclusive and multicultural marketing strategies in the United States. He emphasizes the dual-prong approach as both a business and moral imperative, given America's diverse demographic landscape. John outlines the growth potential and critical nature of connecting with multicultural consumers authentically and relevantly. He also addresses the structural and cultural challenges of implementing inclusive marketing effectively within organizations. The conversation covers strategies to resonate with diverse audiences, balancing broader campaigns with targeted messaging, and handling societal backlash carefully. Additionally, John shares personal insights on his motivations, career advice, and the importance of embracing change and diversity in both professional and personal contexts. Takeaways: Embrace Inclusive Marketing as a Business and Moral Imperative: Recognize that inclusive marketing is essential not only for market growth but also for reflecting the company's values. Leaders should make it clear that inclusivity is fundamental to the brand's identity and strategy. This helps in attracting a significant and growing segment of the market that values diversity and inclusion.Organizational Alignment and Involvement: Ensure that the entire organization, from top executives to frontline employees, understands and participates in multicultural marketing efforts. Inclusivity should be integrated into every department including sales, marketing, finance, and production. This collective effort is necessary to resonate authentically with diverse audiences and to avoid inconsistencies in brand messaging.Recognize Cultural Nuances: Understand that multicultural audiences are not homogeneous. Tailoring your marketing strategies to address the specific cultural nuances and values of different demographic groups can make your efforts more effective. Research and respect differences within groups, such as differences between Hispanic Americans from various countries of origin.Strategic Approach (AIM: Assess, Identify, Meet): Use a structured approach to inclusive marketing. Start by assessing how well your brand aligns with different cultural groups using data and insights. Identify the most strategic opportunities based on your resources and capabilities. Finally, meet your audience where they are by engaging with them in culturally relevant and authentic ways.Patience and Long-term Commitment: Building excellence in multicultural marketing takes time and ongoing effort. Leaders should be prepared for a long-term commitment, continuously refining strategies and learning from experiences. Instant results are unlikely, but patience and perseverance can lead to substantial long-term gains.Balance Targeted and Broader Campaigns: While it's important to have targeted messages that resonate with specific demographic segments, avoid isolating broader audiences. Create campaigns that speak to targeted groups with nuances they appreciate, but ensure that these messages are also appealing or neutral to a general audience to avoid alienation.Cautious Approach to Political Stances: In a highly polarized environment, it's critical to avoid taking overt political stances that might offend or alienate parts of your audience. Focus on creating inclusive and welcoming messages that align with your brand's core values without delving into contentious political issues. This ensures a broader appeal while maintaining a respectful brand image. Quote of the Show: "Multicultural marketing is not an add-on; it's essential." Links: LinkedIn: https://www.linkedin.com/in/jmm41profile/ Website: https://www.camparigroup.com/en Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/ YouTube: https://youtu.be/hCWTmHh7rRk

34 min
SEP 26

Cultural Relevance as a Growth Engine - Peter Blacker - Cultural Fluency Makers - Episode # 002

In this episode, host David Wellisch engages in a dynamic conversation with Peter Blacker the EVP, Streaming and Data Products, and Head of Diversity, Equity, and Inclusion at NBCUniversal. Peter is a seasoned media executive with over two decades of experience, and he discusses his transformative work in digital media and inclusive storytelling, including launching Fluency Plus and AOL Latino alongside host David Wellisch! They explore the importance of culturally relevant marketing, the role of language in media, and the evolving landscape of streaming. Peter emphasizes the necessity of leaning into multicultural audiences for growth and shares insights on integrating diverse narratives authentically in media. The conversation also touches on the importance of ongoing learning and adaptation in marketing strategies, the impact of younger generations' commitment to authenticity, and future opportunities driven by AI and data in personalized consumer experiences. Takeaways: Understand your audience deeply: It is essential to analyze consumer behavior, preferences, and values, and using data-driven insights can significantly enhance marketing effectiveness and growth potential.Commit to authenticity: Prioritizing genuine storytelling and representation is crucial, as brands should reflect diverse identities and narratives, especially to appeal to younger consumers.Embrace technological advancements: Utilizing tools like AI can help personalize and enhance consumer experiences, and exploring innovative technologies offers new ways to connect with and engage diverse audiences.Lean into multicultural marketing: Multicultural consumers represent a significant growth opportunity, so investing time and resources to understand and engage these segments is essential for sustained growth.Continuous learning and iteration: Staying updated on shifting demographics and consumer behaviors is necessary, and brands should regularly reassess and adapt their marketing strategies.Ensure DEI is integral: Diversity, equity, and inclusion should be central to your business strategy, as a genuine commitment to DEI helps preempt potential backlash and fosters ongoing consumer trust.Balance holistic and targeted campaigns: Brands should combine broad brand campaigns with targeted communications tailored to specific multicultural segments to build a comprehensive and impactful marketing strategy. Quote of the Show: "Today's consumers demand authenticity, which inherently involves addressing multiculturalism." Links: Twitter: https://x.com/PeterBlacker LinkedIn: https://www.linkedin.com/in/pblacker/ Website: https://www.nbcuniversal.com/ Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/ YouTube:https://youtu.be/_1ZEkSuRsYc

42 min
SEP 12

How to Thrive In The Age of Influence - Tina Tonielli - Cultural Fluency Makers - Episode # 001

In this episode, Tina Tonielli, the US and North American Lead, Consumer and Business Insights and Analytics at Haleon, joins host David Wellisch to discuss the evolution of inclusive marketing in response to America's changing demographic landscape. Emphasizing the importance of inclusive rather than targeted marketing, Tonielli highlights the necessity of understanding diverse consumer groups to stay competitive. She shares strategies like the cultural fluency audit to ensure authentic and effective marketing. Tonielli also discusses the potential of generative AI in revolutionizing insights functions. Takeaways: Prioritize Inclusive Marketing: Make inclusive marketing foundational rather than an add-on. This strategy should be the base of your marketing approach, similar to the 'base ice cream' in an analogy, with inclusive strategies being integrated into every step of your marketing plan.Understand Diverse Groups: Invest in understanding the diverse groups you aim to serve. Conduct in-depth research to unearth unique insights, values, and motivators that can create deeper emotional connections with them.Adopt a Cultural Fluency Audit: Implement a cultural fluency audit within your organization to self-assess your inclusive marketing efforts. This includes evaluating everything from foundational understanding to execution, ensuring accountability and continual improvement.Be Authentic and True to Your Brand: When taking stands or supporting causes, ensure they align with your brand's core values and mission. Avoid engaging in token gestures that lack genuine backing, as this can lead to negative backlash.Embrace Progress Over Perfection: Strive to make continuous improvements rather than waiting for perfect solutions. Communities are often appreciative and forgiving of genuine efforts to engage, even if they are not flawless.Cultural Marketing is a Journey: Recognize that fostering cultural fluency is an ongoing journey rather than a one-time project. Stay adaptable and continually seek to understand and amplify the voices of those who feel unheard.Balance Heart and Mind: Combine emotional commitment with analytical rigor in your marketing strategy. Ensure that inclusive initiatives are backed by data to sustain long-term support and demonstrate their financial return on investment. Quote of the Show: “Always know who you are and stay true to that. Don’t get swayed by trends or feel pressured to adopt a movement or put on a rainbow just for the sake of it. Stay authentic. If you’re not genuine, people will see through it, and the backlash can be severe. So, first and foremost, be true to yourself." Links: LinkedIn: https://www.linkedin.com/in/tina-tonielli-51a9761/Website: https://www.haleon.com/ Ways to Tune In: Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 Transistor: https://culturalfluencymakers.com/ YouTube: https://youtu.be/EGT59B2h6g8

32 min
JUL 16

Welcome to Cultural Fluency Makers!

Welcome to Cultural Fluency Makers! Each week, we welcome leaders to share how they stay ahead of the ever changing consumer landscape. With today’s cultural transformation, top brands need to understand diverse consumer segments from Gen Z, Hispanic, and LGBTQ+ to gamers, wine enthusiasts, and basketball fanatics in Iowa. Their marketing strategies require them to keep the pulse on their consumers but also their brand and the category to continue to grow revenue for the long-term. Cultural Fluency Makers is sponsored by Collage Group, the only cultural intelligence engine that provides brand and consumers insights on the why that drives consumer behaviors and purchase decisions.

1 min

TRAILER

Welcome to Cultural Fluency Makers!

Welcome to Cultural Fluency Makers! Each week, we welcome leaders to share how they stay ahead of the ever changing consumer landscape. With today’s cultural transformation, top brands need to understand diverse consumer segments from Gen Z, Hispanic, and LGBTQ+ to gamers, wine enthusiasts, and basketball fanatics in Iowa. Their marketing strategies require them to keep the pulse on their consumers but also their brand and the category to continue to grow revenue for the long-term. Cultural Fluency Makers is sponsored by Collage Group, the only cultural intelligence engine that provides brand and consumers insights on the why that drives consumer behaviors and purchase decisions.

Jul 16

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1 min

Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

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Collage Group
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