Cultural marketing isn’t just about targetting Hispanics or Gen Z
By Mikeblack · July 2, 2026 · Curated by George's Blog
Cultural marketing isn’t just about targetting Hispanics or Gen Z
Cultural marketing is also about reaching cultural sub groups where common identities, values and lifestyles are shared across age and ethnicity
Example: “Gig” workers
Gig workers are people who work independently as their own bosses
They drive Ubers
They freelance through sites like Upwork and Fivvr
They do project based home renovation work
There are millions of people employed this way and they share common attitudes toward financial wealth, work / life balance and emotional beliefs, rooted in their episodic income flow.
They may over index with certain demographics, but demographics don’t define them, uniquely
This large group was resistant to traditional banking and financial products because nothing out there met their very specific needs, and no one recognized them as distinct
At Collage Group we helped a financial services company identity this untapped cultural group hidden in their broad demographic data
Then we gave them the cultural decoder ring for how to create products, messaging and experiences, specifically for them
The results:
15% increase in share growth with this group after 1 year
92% adoption of digital tools built just for them
Another example of how leaning into cultural specificity creates a competitive advantage
Cultural resonance isn’t just some soft brand idea we marketers made up over cocktails at Cannes
#Culture converts!
#multicultural #culturalintelligence #consumerinsights #consumersegmentation