The channels of influence between culture and content may be even richer than the most sophisticated marketers suspected.

“I am blown away by the data and the sheer power of culture that I found woven throughout multicultural digital life,” reported Nancy Tellet, research chair at the Cultural Marketing Council (CMC), which recently issued its findings from a study of 3,500 people in the 13–49-year-old demographic, plus qualitative interviews with 15 people who were either Hispanic or African-American.

Tellet has served as founder/principal at PureClarity, a research-and-marketing consultancy, since March 2016, following spells at enterprises including Viacom, Siboney USA, Saatchi & Saatchi. On its part, the CMC – an organization previously known as the Association of Hispanic Advertising Agencies (AHAA) officially rebranded in early 2018.