In an evolving world of marketing, the focus on inclusivity and cultural intelligence is becoming paramount. To delve deeper into this crucial subject, Arek Dvornechuck from the On Branding Podcast had an insightful conversation with Dr. Anastasia Kārkliņa Gabriel, a Senior Insight Lead at Reddit and author of the new book, "Cultural Intelligence for Marketers." This blog post explores their conversation, highlighting the significance of cultural intelligence in modern marketing.
Arek introduces Dr. Anastasia Kārkliņa Gabriel, noting her expertise in inclusivity in marketing, media, and tech. With a PhD in cultural studies from Duke University and having consulted for global brands like Nike, Disney, and Samsung, Dr. Gabriel brings valuable insights into the significance of cultural intelligence. Her new book, "Cultural Intelligence for Marketers," aims to redefine how marketers approach inclusivity.
Early in the conversation, Arek requests a definition of cultural intelligence. Dr. Gabriel explains that the concept lacks a single definition within the industry, thus necessitating new language and agreed-upon terminology. In her book, she defines cultural intelligence as the practice of intentionally tracking and understanding cultural signals, patterns, and movements to drive both commercial advantage and societal betterment.
A key focus of the discussion is the distinction between performative marketing and inclusive representation. Dr. Gabriel highlights that while there have been incremental changes toward inclusivity, many efforts remain superficial. True inclusivity, she asserts, goes beyond diverse casting in ads and requires a deeper narrative and authentic engagement with the audience. She urges marketers to consider the stories they tell, how they tell them, and their broader cultural impact.
Dr. Gabriel shares examples of brands successfully implementing cultural intelligence. She cites the direct-to-consumer razor brand Billie (mybillie.com), known for its bold advertisement featuring women with body hair, as a case where cultural intelligence helped the brand resonate deeply with its audience. On the other hand, she emphasizes the importance of avoiding superficial inclusivity, which fails to create lasting, meaningful connections with diverse cultural communities.
Dr. Gabriel elaborates on the "Four C’s" framework from her book, designed to guide marketers in cultural intelligence:
For marketers looking to start on the path of cultural intelligence, Dr. Gabriel advises expanding their frames of reference. She encourages immersing oneself in diverse conversations and perspectives, even those outside the typical business toolkit, to challenge assumptions and broaden understanding. She emphasizes the importance of critical self-interrogation and engagement with the periphery of societal conversations to stay ahead in cultural fluency and inclusivity.
For those interested in learning more, Dr. Anastasia Kārkliņa Gabriel's book, Cultural Intelligence for Marketers, is a valuable resource. You can connect with her on LinkedIn to join a community of marketing professionals dedicated to making a difference.
