Agency Search 
Site Search 4A’s StratFest 2019 Awaken to the Future Consumer: Diverse, Unapologetic & Connected
LaToya Christian, Managing Partner, Cultural Strategy & Analytics, GroupM
As America evolves, culture and identity will play an increasingly large role in the marketplace. Consumers now require brands to be intentional and culturally relevant. To lead with insights and authenticity, marketers must understand who their future consumers are and what drives them.
“We have to be comfortable with being uncomfortable.…We need to account for all the different layers that show up in terms of who someone is: race, gender, the roles you play. We see a lot of brands dip their toes in—a one-and-done strategy—but I think about this from a test-and-learn strategy: If we get it wrong, we can try again.”
