CultureConnect

Advertising Research Foundation
  • 5.0 (2)
  • SOCIETY & CULTURE
  • UPDATED MONTHLY

This podcast, curated by the ARF Cultural Effectiveness Council, features interviews and panels with marketing and research thought leaders on how to build brand loyalty with the diverse U.S. audiences of the 21st Century. Topics covered include: How Americans define their identities in the 21st Century. The role and value of music in reaching and persuading diverse audiences. How to increase engagement with communities of color on healthcare campaigns. The importance of representation in advertising creative and the language(s) of the 21st Century US consumer.

  1. 3D AGO

    50-Plus… A New Cultural Flashpoint

    While media often spotlights younger generations, this episode of CultureConnect, examines the massive cultural shift happening at the other end of the spectrum. We’ll explore a group many are calling, "Age Disruptors"—a generation of adults 50+ who are defying stereotypes, reclaiming their vitality, and out-earning and out-spending every other demographic. We’ll hear from a panel of experts discussing why the traditional "path to aging" has been permanently detoured focusing on: Economic Power: With 50+ audiences controlling more than half of all consumer spending, we examine the massive economic cost brands pay when they fail to make this demographic feel truly seen.The Vitality Revolution: How women 50+ are being reimagined in media, moving from the background to the forefront with energy and agency that defies traditional aging.The Hip-Hop Pulse: Hip hop recently turned 50, but it remains a heartbeat of modern culture. We discuss how the genre that defined a generation of visionaries and activists continues to power audiences today. Tune in as we flip the script on aging and prove that the 50+ frontier is one of the most dynamic spaces for brands and in culture today. Guests: Richard Bell, CEO of Openly GrayCassandra Burton, Senior Research Advisor at AARPMary Kate Callen, Senior Vice President of Global Ad Marketing & Intelligence at Paramount MarketingCara Weiss, Senior Vice President of Research & Analytic at iHeart MediaHost: Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and U.S. Head of Cultural Intelligence at Ipsos

    37 min

  2. FEB 6

    The New Luxury Consumer: Winning With Growth Audiences

    As we kick off 2026, the "New Luxury" landscape is no longer defined by price tags alone, but by cultural fluency, convenience, and authenticity. In this episode of CultureConnect, we dive into why the most resilient luxury brands and destinations are winning by prioritizing Growth Audiences—cross-cultural consumers who are not only the fastest-growing segments in the U.S. (and overrepresented in Gen Z) but also often the primary architects of global trends. We also discuss the importance of expansive audience reach in everything from customer service to product development and the importance of sustainability, given Gen Z’s preference for vintage and values, immersive experiences, and storytelling. This program is hosted by Janelle A. James, who is Co-Chair of the ARF Cultural Effectiveness Council and the US Head of Cultural Intelligence at Ipsos. Guests: Huanne Hugh, Vice President of Luxury Fragrances at L’OrealCagney Spears, Director, Global Marketing, Purple Label and Kids, Ralph LaurenJustin Laborde, Vice President of Thought Leadership at IPSOS

    37 min

  3. 12/24/2025

    Looking Back at CultureConnect 2025

    With 2025 coming to a close, the ARF Cultural Effectiveness Council offers a retrospective of some of the past year’s CultureConnect episodes.  Our panel shared the guests and themes that stood out to them, as well as the lessons they learned.  The program was hosted by Janelle A. James, who is Co-chair of the ARF Cultural Effectiveness Council and U.S. Head of Cultural Intelligence at IPSOS.    Panel:   Nicole Mitchell, Principal on Dynata’s Research Science Team Augustina Perez Blua, Senior Account Manager at Google Sarah Fahim, Senior Strategic Researcher at VML

    40 min

  4. 11/24/2025

    The Z Factor: How Gen Z Is Changing Everything

    In this episode of Culture Connect, we examine how Gen Z (those born between 1997 and 2012) is reshaping both business-to-consumer (B2C) and business-to-business (B2B) marketing and communications. A panel of Gen Z professionals share their views on the future of media and marketing, exploring how the generation's traits—especially their diversity and focus on empathy and equity—are leading to drastic changes in the market and the workplace. Guests:  Morgan Batts, Brand Executive at Weiden & Kennedy and Founder of ConNxt Project Alejandro Garcia Medina, Research Lead at LinkedIn's B2B Institute Elise Gentry, Assistant to Talent Agent & Partner at United Talent Agency Alexis Harris, Global Research & Insights Lead at TikTok Olympia Wundrock, Senior Manager, Analytics & Insights at Procter & Gamble Danielle Zito, Senior Account Manager at IpsosThe podcast is hosted by Council Co-Chair Janelle James, US Head of Cultural Intelligence at Ipsos.

    40 min

  5. 10/31/2025

    The Equity Prescription: Bridging The Gap With Women Of Color

    It’s October… Breast Cancer Awareness Month, Hispanic Heritage Month, and Indigenous People’s Day and we’re seeing that supporting women of color is a critical pathway to universal solutions. In this episode, we're spotlighting the need for equitable health access and emerging solutions as many community safety nets disappear in the wake of the government shutdown. Healthcare brands, businesses, and nonprofits are bridging the gap and providing connection, support, and innovation for these family, community, and workplace leaders and we’re eager to illuminate how. This podcast is hosted by Council Co-Chair Janelle James, US Head of Cultural Intelligence at Ipsos.   Guests: Monique C. James, Memorial Sloan Kettering and Weil Cornell School of MedicineYamila Ruiz, The Latina InstituteCaroline Brethenoux, Human Dot Plus and The Culture+ Group

    35 min

  6. 10/03/2025

    The K-Pop Demon Hunters Effect: Marketing To The New American Mainstream

    In this episode, we dive into the profound and multifaceted impact Asian cultures and influencers have on American culture and consumer expectations. For decades, Asian American and Native Hawaiians/Pacific Islander individuals and communities have shaped the U.S.. Now, a new wave of influence is undeniable as this growth audience increasingly drives American consumer culture and brand commercial success by prioritizing representation, digital engagement, social responsibility, and cross-cultural influence. Join us as we discuss how this cultural shift is not just a trend, but a fundamental reshaping of American identity and a powerful signal for marketers, media professionals, technologists, and product developers who want to stay relevant in a rapidly evolving world. This podcast is hosted by Council Co-Chair Janelle James, US Head of Cultural Intelligence at Ipsos. Guests: • Christopher Yang, Qualitative Consultant, Ipsos • Kerou Carol Chang, Director Commercial Finance, Publicis Groupe • Charlie Yamamoto, VP of Partnerships, Dive Studios

    36 min

  7. 08/28/2025

    AVOIDING MARKETING MISSTEPS: THE REBOOT

    Given the current backlash surrounding the American Eagle campaign featuring Sydney Sweeney and her good ‘jeans’ and even the recent Heinz “Smile” and “Family Portraits” campaigns from a few months ago, there’s a clear opportunity to reboot our Cultural Effectiveness Council conversations on avoiding marketing missteps. In this episode of CultureConnect, we’re excited to lead a reenergized conversation with guests who are executives and entrepreneurs in culture and creative effectiveness as they offer guidance on how to navigate culturally dynamic and diverse audiences and develop successful creative campaigns that work for everyone. This podcast is hosted by Council Co-Chair Janelle James, US Head of Cultural Intelligence at Ipsos. Guests: Laura Mignott, Advisor to Realm, Creator of “Culture Boards,” and CEO of You Are Home. Host of The Reset Podcast Teri Arvesu Gonzalez, Chief Purpose Officer, Founder of The TAG Collab. Host of The Tag Collab podcast.

    36 min

  8. 07/29/2025

    From Culture To Capital: A Conversation With Dr. Marcus Collins

    In this episode of CultureConnect, we dive into the power of culture with Dr. Marcus Collins, author of For the Culture. We explore how understanding cultural dynamics can transform brand impact and audience reach, what drives brand trust, insights on leveraging influence authentically and turning culture into capital, and even how this all comes together as we think about new and emerging consumers. This conversation is the perfect listen for any brands or business people looking to elevate their presence and connect more deeply with a more expansive group of audiences. CultureConnect is hosted by Janelle A. James, US Head of Cultural Intelligence at Ipsos.

    33 min
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Ratings & Reviews

5
out of 5
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About

This podcast, curated by the ARF Cultural Effectiveness Council, features interviews and panels with marketing and research thought leaders on how to build brand loyalty with the diverse U.S. audiences of the 21st Century. Topics covered include: How Americans define their identities in the 21st Century. The role and value of music in reaching and persuading diverse audiences. How to increase engagement with communities of color on healthcare campaigns. The importance of representation in advertising creative and the language(s) of the 21st Century US consumer.

Information

  • Creator
    Advertising Research Foundation
  • Years Active
    2022 - 2026
  • Episodes
    46
  • Rating
    Clean
  • Copyright
    © 2026 CultureConnect
  • Show Website
    CultureConnect