[NewWorld x Ad Age] Why cultural intelligence is replacing traditional brand marketing

The key to cutting through misinformation and AI overload

Mar 11, 2025

Nike's “So Win” Super Bowl spot is a testament to its ability to integrate cultural intelligence into its messaging.
Credit: Nike

The rules of marketing are being rewritten in real time. The rise of misinformation, AI-driven content overload and cultural fragmentation have upended the old formulas for brand success. Businesses that fail to adapt aren’t just fading into irrelevance—they’re actively losing trust.

History tells us that brands that survive moments of profound change aren’t those that play it safe. The automation age reshaped supply chains. Design thinking redefined how brands engage consumers. Now, we’re at another inflection point—one where breaking through requires more than efficiency or scale. It demands cultural intelligence.

The brands that win in this era won’t be those chasing trends. They’ll be the ones shaping them.

The shortcomings of traditional marketing

For years, performance marketing has been the dominant force in brand strategy. It’s engineered for efficiency, leveraging data to optimize conversions and drive short-term growth. But it struggles to build long-term trust and consumer loyalty, both of which are critical in an era where misinformation fuels skepticism and disengagement.

Multicultural marketing, on the other hand, has long been undervalued. Historically, brands have treated it as a side initiative rather than a central growth driver. The result? A narrow, transactional approach to diverse audiences, missing the full opportunity to connect with them in meaningful ways.

Neither model, on its own, is enough to meet the demands of today’s fragmented and fast-moving consumer landscape. What’s needed is a new approach that acknowledges how identity, culture and values influence purchasing decisions, not just at the surface level but in ways that shape entire markets.

Enter cultural intelligence

Cultural intelligence is the next evolution in marketing—an approach that merges the precision of performance marketing with the depth of multicultural insights. Rather than viewing diverse audiences as an afterthought, it places them at the center of strategy, recognizing that cultural nuance is a driver of both market growth and consumer trust.

The most successful challenger brands today aren’t engaging in the so-called culture wars. Instead, they are effectively expanding their market share by engaging with audiences through a deep understanding of their values and lived experiences.

Nike, for example, has long been a leader in cultural fluency. Its campaigns don’t just reflect diversity; they tap into real cultural moments with authenticity. The brand’s “So Win” Super Bowl spot is a testament to its ability to integrate cultural intelligence into its messaging. While Nike has faced competition from performance-driven brands, its renewed focus on storytelling and cultural connection highlights the enduring power of authenticity in maintaining consumer loyalty.

Beyoncé’s “Cowboy Carter” album is another master class in cultural intelligence. She didn’t just release a country album—she strategically engaged with the long-overlooked Black roots of country music, challenging industry gatekeepers while expanding her audience. By honoring both history and contemporary culture, she created a movement, not just an album drop. The impact? She instantly dominated country charts, forced the industry to acknowledge its blind spots, and proved that cultural intelligence isn’t just about representation—it’s about shaping the market itself.

The business case for cultural intelligence

Brands that embrace cultural intelligence can win consumer trust, unlock new revenue streams and create movements instead of just marketing campaigns. Diverse audiences are no longer niche; they are the drivers of mainstream culture and market growth. According to McKinsey, companies that successfully engage across cultural lines are far more likely to outperform their competitors. And a recent study by Ipsos showed that 85% of Americans believe that global or national brands should play a role in solving global problems, highlighting the importance of cultural intelligence in building trust and loyalty among diverse customers.

As platforms prioritize engagement-driven algorithms, brands must think beyond short-term performance metrics. A campaign that simply chases clicks today might backfire tomorrow if it lacks cultural depth and authenticity.

From transactional marketing to relationship-building

As consumer trust continues to decline and misinformation accelerates, businesses must shift from transactional marketing to durable relationship-building. And as we’ve seen time and time again, today’s consumers expect cultural fluency and reward brands that authentically reflect their world.

We must stop thinking about this narrowly as a moral obligation or virtue signaling. It’s a business necessity. Brands that adopt cultural intelligence will dominate future marketing, fostering strong connections and tapping into often overlooked and undervalued market segments.