Disney case study: Engaging young, diverse Americans with cultural intelligence

Room 3 | 3:15 pm - 3:45 pm | Wednesday, July 19, 2023

Cultural Fluency is a marketing mandate for brands given the dramatic transformation of the American consumer. Effectively engaging younger, more diverse consumers with cultural intelligence will future-proof your brand. And deep insights into these consumers help take mainstream marketing to a new level by enabling authentic connection to diverse consumer segments while appealing to core human truths that matter to everyone.

In partnership with Collage Group, Disney has undertaken a major effort to authentically engage America’s diverse consumers. In this session featuring a case study, you’ll learn how and why this iconic, international brand has undertaken a long-term investment in Cultural Fluency.

Attendees will walk away with insights into:

Defining Diverse Consumers through Cultural Intelligence

• Why Cultural Fluency is necessary for brands.
• Key insights for winning diverse audiences.

Disney’s Journey to Cultural Fluency:

• Investing in a long-term roadmap to engage diverse consumers.
• Establishing a baseline, identifying strengths and opportunities and mapping a course.
• Examples of insights in action.

Case Study Consumers Presentation by Supplier