87% feel a strong attachment to multiple communities

New Study By Nbcuniversal, Magna, And Identity Reveals The Critical Role Brands Play In Culture

19 de mayo de 2021

NBCUniversal, MAGNA, and Identity revealed Deconstructing Diversity Today, a new research study that explores the full spectrum of diversity, and the role that brands play in acknowledging and amplifying cultural identification. The study flips the script on outdated cultural archetypes, and reveals the multifaceted and fluid nature of how people identify today. The study also outlines tangible next steps that marketers can take to connect with multicultural audiences in authentic, culturally-relevant ways.

Deconstructing Diversity Today, reveals the true richness of polyculturalism, as people strongly identified with, on average, eight different communities. While heritage and culture serve as building blocks to identity, the study also demonstrated that culture today is in fact more fluid and incorporates the freedom to choose how individuals define themselves. In addition, nearly all respondents had a strong desire to learn about cultures beyond their own, ultimately allowing people to understand themselves better.

“In a time when consumers are feeling more overwhelmed than ever, content that reflects the rapidly-shifting nature of culture and identity – while also recognizing the increasing importance of intersectionality, diversity and equality – has a better probability of standing out of the clutter and winning the hearts and minds of consumers,” said Oscar Allaín, SVP of Cultural Research & Strategy at Identity, UM Worldwide’s cultural consultancy arm.

“This new study with our partners at MAGNA and Identity demonstrates NBCUniversal's continued commitment to investing in research that uncovers essential truths and insights about engaging with multicultural audiences,” said Yusuf Chuku, EVP, Client Strategy & Insights, Advertising and Partnerships, NBCUniversal. “The findings revealed today bring to life the fact that for multicultural consumers, their identities are rooted both in their heritage and culture, as well as their interests, their communities, and their desire to learn about cultures that are different from their own. Together, as an industry we have both an opportunity and an obligation to create stronger, more authentic connections with all people.”