INFUSION | Culture Fuels Growth

Cultural fluency: Brands’ silver bullet for relevance and growth.

As America becomes a majority-Multicultural nation, brands can no longer afford to treat culture as a campaign layer—it’s the growth engine itself. This white paper from INFUSION by Castells reveals how cultural fluency drives authentic connection, brand trust, and business results in an era of “culturenomics.”

Why connecting authentically with Multiculturals is essential to drivingbrand growth

Liz Castells-Heard sayswe are in the era of “culturenomics.”That’s more than a slogan. It’s a demographic and economicreality. Multicultural consumers are now the engine of U.S.growth—driving population, household formation and culturalinfluence at historic levels—and their influence is growingexponentially. They’re redefining what brands create, how storiesare told and which products win. In other words, they’re notriding the wave.

“Culture is the growth engine,” says Castells-Heard, founderof INFUSION by Castells, a Los Angeles-based cultural marketingagency working with national brands. “From music to fashion tofood, what was once ‘Multicultural’ now drives the mainstream.It’s all about culture, and marketers who ignore that ignoregrowth for their brands.”

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