“Culture Writes the Playbook” isn’t just a headline. It’s the reality brands are navigating. Our latest study, Culture, Branding, and Ad Perception, surveyed over 500 Black consumers and reveals that culture isn’t a mere side note in advertising; it’s the decisive factor in who earns attention, trust, and loyalty.
Consumers are done giving brands the benefit of the doubt when it comes to cultural fluency. Nearly half told us that cultural awareness and sensitivity in advertising are very important to them. In other words, the excuse of “we didn’t think about it that way” no longer flies.
The American Eagle/Sydney Sweeney campaign is a prime example of this cultural balancing act. While the denim ad dominated headlines and sparked endless online debates, our survey reveals a more nuanced reality. A majority of consumers either hadn’t seen the campaign or didn’t think much of it—and only about 11% found it problematic or offensive. Yet, 60% still said the campaign reflected Gen Z and younger millennial values, proof that cultural flashpoints don’t always play out the way brands (or online dialogue) expect.
The lesson? Consumers don’t just notice the ad; they notice who’s behind it. Almost 45% told us it’s extremely important for creative teams themselves to be culturally diverse. Representation in the final cut starts with representation in the room. And when missteps happen, as they inevitably do, brands have a choice: go silent or own it. Nearly 40% of consumers in our survey expect acknowledgment when a campaign misses the mark, and one-third say they’d view a brand more positively if it admitted the mistake.
What people want most from campaigns isn’t polish or wordplay; it’s authenticity. Over half of respondents said they want to see more real stories from everyday people in advertising. In other words, culture isn’t just the backdrop; it’s the script. Brands that get this right create work that feels alive, relevant, and worth sharing. Those that don’t are already writing their own obituaries in the comments section. See for yourself in our latest infographic:
