What is cultural resonance actually worth to your brand? And how much growth cou
By Mikeblack · October 20, 2026 · Curated by George's Blog
What is cultural resonance actually worth to your brand?
And how much growth could you be leaving on the table?
It's a question we've been working to answer at Collage Group, in partnership ANA Cultural Leadership Alliance
Our latest research puts a financial lens on cultural resonance, revealing where brands have opportunities to grow, where they risk falling behind and why cultural connection matters to the bottom line
Hint > The total market opportunity is worth $250B
Amongst Gen Z, we then found that $63.1B was won / lost amongst brands just amongst Gen Z alone across soda, snacks, QSR and wealth management
This week at #ANAMastersOfMarketing, I'll be joining Carlos Santiago to share our findings and what leading brands are doing to close the growth gap
Heading to Orlando? Make sure Culture That Converts is on your agenda. I hope to see you there!
Thursday, October 22 | 4:45–5:35 PM ET | Gatlin A2