CultureConnect

A quiet revolution is underway in market research where synthetic personas are increasingly replacing real people as respondents and researchers. These technologies promise speed, cost savings, and efficiencies, but simultaneously trigger a foundational credibility crisis. When AI models rely on Western-centric, backward-looking data, brands risk making million-dollar decisions within a digital echo chamber—divorced from real...

This month on CultureConnect, we’re digging into the world of Gen Alpha -- the first generation born entirely in the 21st century. While they are the youngest cohort, their "alpha" status is already felt in the marketplace—driven by an unprecedented digital fluency and a demographic makeup that is rewriting the American mainstream. A panel of experts from psychology, tech, and children's media explores how this "glass g...

This month's CultureConnect episode delves into the evolving ad sales landscape, where cultural capital is rapidly taking precedence over chasing impressions. As sales teams pivot towards monetizing authentic cultural moments and passionate engagements, we explore how brands are connecting through culture, the levers to pull when algorithms act as gatekeepers, and closing the cultural loop with the precision of retail media to driv...

While media often spotlights younger generations, this episode of CultureConnect, examines the massive cultural shift happening at the other end of the spectrum. We’ll explore a group many are calling, "Age Disruptors"—a generation of adults 50+ who are defying stereotypes, reclaiming their vitality, and out-earning and out-spending every other demographic.

We’ll hear from a panel of experts discussing why the trad...

As we kick off 2026, the "New Luxury" landscape is no longer defined by price tags alone, but by cultural fluency, convenience, and authenticity. In this episode of CultureConnect, we dive into why the most resilient luxury brands and destinations are winning by prioritizing Growth Audiences—cross-cultural consumers who are not only the fastest-growing segments in the U.S. (and overrepresented in Gen Z) but also often the pri...

With 2025 coming to a close, the ARF Cultural Effectiveness Council offers a retrospective of some of the past year’s CultureConnect episodes.  Our panel shared the guests and themes that stood out to them, as well as the lessons they learned.  The program was hosted by Janelle A. James, who is Co-chair of the ARF Cultural Effectiveness Council and U.S. Head of Cultural Intelligence at IPSOS. 

Panel:  

Nicol...

In this episode of Culture Connect, we examine how Gen Z (those born between 1997 and 2012) is reshaping both business-to-consumer (B2C) and business-to-business (B2B) marketing and communications. A panel of Gen Z professionals share their views on the future of media and marketing, exploring how the generation's traits—especially their diversity and focus on empathy and equity—are leading to drastic changes in the mar...

It’s October… Breast Cancer Awareness Month, Hispanic Heritage Month, and Indigenous People’s Day and we’re seeing that supporting women of color is a critical pathway to universal solutions. In this episode, we're spotlighting the need for equitable health access and emerging solutions as many community safety nets disappear in the wake of the government shutdown. Healthcare brands, businesses, and nonprof...

In this episode, we dive into the profound and multifaceted impact Asian cultures and influencers have on American culture and consumer expectations. For decades, Asian American and Native Hawaiians/Pacific Islander individuals and communities have shaped the U.S.. Now, a new wave of influence is undeniable as this growth audience increasingly drives American consumer culture and brand commercial success by prioritizing representat...

Given the current backlash surrounding the American Eagle campaign featuring Sydney Sweeney and her good ‘jeans’ and even the recent Heinz “Smile” and “Family Portraits” campaigns from a few months ago, there’s a clear opportunity to reboot our Cultural Effectiveness Council conversations on avoiding marketing missteps. In this episode of CultureConnect, we’re excited to lead a reener...

In this episode of CultureConnect, we dive into the power of culture with Dr. Marcus Collins, author of For the Culture. We explore how understanding cultural dynamics can transform brand impact and audience reach, what drives brand trust, insights on leveraging influence authentically and turning culture into capital, and even how this all comes together as we think about new and emerging consumers. This conversation is the perfec...

Tune in for an engaging conversation with industry leaders -- on the ground at the 2025 Cannes Lions Advertising Festival -- who are championing inclusive marketing, media, and technology in their work. AI conversations were omnipresent at the Festival and that, combined with these more turbulent times, shaped the context for the discussion and underscored that embracing people and cultures is more vital than ever. Our panel explor...

In this exciting episode, we dive deep into the dynamic world of sports with women who are leading the way as executives and journalists. Together, they bring unique perspectives on the vital topics of representation on and off the field, career advancement, and setting new standards for women in the sports industry. Hosted by Janelle A. James, Head Of Cultural Intelligence, Ipsos US.

Guests:

• Sandra Osayuki Idehen, Recent Global ...

This episode of CultureConnect focuses on the critical, innovative, and engaging role media plays in healthcare, shaping everything from practitioner care to patient outcomes.  We delve into how it can transform education and access through connection and even entertainment. Our conversation includes a brilliant panel of experts including Dr. Chynna Steele Johnson, nationally renowned board-certified dermatologist and owner at...

In this episode of CultureConnect, we explore the pivotal roles research and communications play in achieving greater access in healthcare. Join us as we speak with leading voices advocating and innovating through their work. Hosted by Janelle A. James, Head Of Cultural Intelligence, Ipsos US.

Guests:

Khadijah Ameen, Co-Founder and Director of Policy Research, BlkhlthJulia Rebouillat Clifford, Head of Strategy Operations North Americ...

In this episode of CultureConnect, we explore how technology continues to connect, disrupt, empower, and push boundaries in healthcare. From medical innovations to telehealth, there’s no doubt that technology is changing the lives of providers, patients, researchers, executives, and everyone in the healthcare ecosystem. Tune in as we speak with leading voices innovating in healthcare through their advisory work. We’ll a...

In this episode of CultureConnect, we explore the pivotal role greater access plays in the lives of consumers and patients today. Join us as we speak with leading voices advocating and innovating in healthcare through their work. We’ll discuss why focusing on underserved communities is not only the right thing to do, but also a catalyst for innovation that benefits everyone. Hosted by Janelle A. James, SVP, Ipsos.

Guests:
N...

Inclusive marketing is a strategy that can help with everything from campaigns to community impact by creating content that reaches a wide range of people. It’s about more than celebrating diversity, it’s also about connecting, growing a business, innovating, and managing risks. In this episode of CultureConnect, we explore the impact of and operations behind inclusive marketing. Hosted by Janelle A. James, SVP, Ipsos.

&...

In today’s marketing world, it's no longer enough to simply reach audiences; we also need to authentically resonate with them.  One way to do that is through storytelling. When it’s done well, this process not only shapes how we see ourselves and others, but also shapes how we see the future. In this episode of CultureConnect, we explore the impact of and operations behind inclusive storytelling and get some valuab...