What if one of the biggest growth opportunities in marketing isn’t a new technol
By Asheria Marketing · October 31, 2026 · Curated by George's Blog
What if one of the biggest growth opportunities in marketing isn’t a new technology, platform, or algorithm? What if it’s simply understanding people better?
A new report from the ANA Cultural Leadership Alliance and Collage Group makes a compelling business case for cultural intelligence.
The research identifies $48.4 billion in modeled incremental revenue opportunity across 134 brands, tied to stronger cultural resonance with Gen Z consumers.
That’s billion. With a B.
And yet, cultural marketing is still too often treated as a specialty initiative. Something to consider during heritage months, add to a campaign brief, or squeeze into the budget if there’s money left over.
Here’s the problem with that thinking:
Culture isn’t a marketing calendar, it’s how people experience the world.
It shapes what we value, who we trust, what we buy, and which brands earn a place in our lives.
And reaching a culturally diverse audience isn’t the same as resonating with one.
At Asheria, we’ve long believed that cultural understanding isn’t a nice-to-have. It’s a competitive advantage.
Now the business case is becoming harder to ignore.
Maybe the next big growth strategy isn’t about finding new consumers; it’s about finally understanding the ones you’ve been overlooking.
Read the ANA article: https://lnkd.in/grwgetbT
#MulticulturalMarketing #BrandStrategy #CultureStrategy #CulturalIntelligence