Verizon reveal login7/3/2023 ![]() ![]() "As we celebrate USAA's 100-year anniversary in 2022, we're reminded of all who have helped to make USAA what it is today and what it will take to serve our military members and their families for the next 100 years. "We're proud to be recognized by AIMM and CIIM™ as a Best-in-Culture brand," said Mayra Rivera, Chief Marketing Officer for USAA. The following Best-In-Culture brands, ranked by segment, may serve as models for the industry on how to achieve cultural relevance via inclusive marketing:Īll Consumers = General Population (Weighed) The bar has been raised, and we hope others will follow." "As we head into Super Bowl weekend, where the spotlight shines brightly on the industry, these brands serve as a powerful example of how impactful connections can be made across various audiences with the same creative. "According to CIIM™ research, brand-consumer connections start with representation but require rich authentic cultural portrayals to achieve the deeper ties that foster brand lift and growth," said Carlos Santiago, AIMM and Oppside Co-Founder. ![]() In fact, CIIM™ analysis uncovers a decline in the cultural relevance of ads across all consumer segments in 2021 with the sharpest decline among LGBTQ, People with Disabilities, and Hispanic English media viewers. However, progress against these promises has varied, with few brands implementing comprehensive strategies to understand and connect with diverse audiences. With the recent rise of social unrest and the call for equality and fair representation, many brands made commitments to DE&I. Ads from brands across the retail, automobile, insurance, health, and telecommunications categories rose to the top by tapping into authentic and positive cultural portrayals, pride and positive role models. 100,000 consumers watched and scored ads based on multiple cultural attributes in the CIIM™ algorithm including: authenticity, cultural pride, celebrations, good role models, positive reflections, cultural values, representation and respect, among others. To measure the authenticity and level of authentic cultural portrayals of 2021 ads, CIIM™ conducted over 400,000 ad evaluations, testing 1,100 ads across 63 industries. 10, 2022 /PRNewswire/ - ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) and partner company Oppside, LLC released new findings from its Cultural Insights Impact Measure (CIIM™) revealing the Best-In-Culture brands of 2021 across key consumer segments. ![]()
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