Culture, Community and Inclusion: Redefining the Formula for Attention

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In the maze of today's media landscape, brands that make consumers feel seen are the ones breaking through. But key segments of cultural influence and economic growth are saying there’s a disconnect when it comes to brands trying to earn their buying power.

So what’s missing?

Black Americans average about two hours more a week online than U.S. audiences overall, but over 60% of Black consumers want more representation in the ads they encounter on social media and on websites compared to 41% of overall consumers. 63% of Spanish speakers want more representation scrolling their social feeds. 58% of Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences are seeking out media from creators that reflect their identity.

How do marketers cut through the algorithms to grab attention? Close the gap on authentic inclusion in your campaigns. What does authenticity look like for brands trying to stand out in the best way to drive loyalty and growth? Here’s some food for thought while developing strategies to win attention and deliver outcomes:

1. Culture wins attention, and authenticity keeps it. 67% of Black American consumers pay more attention to brands that reflect their culture, significantly out pacing 46% overall. This "cheat code” for grabbing attention doesn't mean tokens and tropes. Instead, consumers are looking for depth, nuance and consistency. This audience is 2x more likely to engage new content when their race/ethnicity is authentically and accurately represented.
   
2. It’s all values-based marketing, because consumers are voting with their dollar. When it comes to inclusion, there’s a lot of noise in today’s marketplace. But the fact is, many consumers are seeking opportunities to support brands that align with their key values. In fact, 51% of suburban consumers agreed a brand’s stance on social issues is a major factor in purchasing decisions.
3. The untapped element of inclusion and identity? Fandom. Whether it’s anime or women’s sports, fandoms represent a chosen culture and a powerful element of identity. These communities drive significant influence on media and purchasing behaviors and for many consumers, add a layer of intersectional inclusion they’re seeking from programmers and advertisers alike. Many longstanding subcultures now fuel the mainstream impact, offering untapped opportunities for brands to message a unique cross-section of populations.

Brands that consistently deliver on relevance, inclusion, and accuracy can tap into consumer groups that lead with their cultural identity. This unmet demand is an opportunity for advertisers to bring net new consumers into the fold, build affinity and chart a path to growth.

But first, you have to get their attention.