This year’s report explores ‘The Culture Gap’ and puts these issues at the heart of the findings to further understand how brands and businesses can move out of paralysis on today’s most pertinent topics and find a path forward in closing the current cultural divides in society. Made in partnership with Columbia University’s Kai D. Wright, the report spotlights not just how companies should view culture, but how these divides can be used as a springboard to strengthen their brand reputation and remain, or even become, culturally relevant.
The report introduces a new cohort, Generation Divided. Reflecting this new cultural backdrop, this year’s research was designed to move away from standard demographic splits based on age and gender, and instead looked at communities through commonalities on a range of factors, including socioeconomic indicators, gender identity, religious beliefs, and political leanings to ensure all conditions of humanity are reflected.
“Ultimately, brand and business leaders must prepare to be uncomfortable — ready to shift the practices, processes, and policies of producing, releasing and evaluating efficacy of work”
Acclaimed Columbia University professor, Kai D Wright.
As FleishmanHillard’s standout IP for the coming year, the report has been made to serve as a communicator’s manual for change. The report can help:
We can help put authenticity into action in any of the areas of focus.
Download our Authentic Insights Report here and get in touch for further information on how we can help.
