Carlos Santiago of ANA: “Culture Is Currency, But Still Not Properly Invested In”

Culture is one of the most powerful drivers of modern marketing, yet it remains significantly underinvested in, according to Carlos Santiago, Executive Vice President of Inclusive Marketing and Co-Marketing Alliances at the Association of National Advertisers (ANA).

Speaking during the SAMA Session: Culture is Currency at Latino US Day during Cannes Lions 2026, Santiago argued that while culture is widely recognized as influential, it is still not treated with the level of investment it deserves in marketing strategies.

“The ANA is the leading industry association with 1,800 companies and more than 20,000 brands,” he said. “We work to ensure that growth is the primary deliverable for all businesses, including multicultural and inclusive segments.”

For Santiago, the central tension in today’s marketing landscape is the gap between cultural relevance and financial investment.

The panel, titled “Culture is Fluency,” explored how culture—despite being a proven driver of engagement and connection—has been “devalued” as a business currency.

“We know culture has power,” he said, “but it is still being undervalued as a currency. We are not seeing the level of investment needed to meet the growth promise of Gen Z and Gen Alpha.”

He warned that this disconnect represents a missed opportunity for brands seeking long-term growth, particularly as younger generations become increasingly influential consumers.

“If culture is so valuable, why aren’t brands investing enough to connect with these audiences?” he asked.

Santiago also emphasized the importance of forums like Latino US Day at Cannes Lions, describing them as rare spaces for direct and honest conversations between corporations, agencies, and multicultural marketing leaders.

“These conversations are the most honest and direct,” he said. “Bringing brands and specialized agencies together allows us to share a simple truth: culture generates relevance—and it connects to the soul of the consumer.”