New Study by NBCUniversal, Magna, and Identity Reveals The Critical Role Brands Play in Culture

“In a time when consumers are feeling more overwhelmed than ever, content that reflects the rapidly-shifting nature of culture and identity – while also recognizing the increasing importance of intersectionality, diversity and equality – has a better probability of standing out of the clutter and winning the hearts and minds of consumers.”

-Oscar Allaín, SVP of Cultural Research & Strategy at Identity, UM Worldwide’s cultural consultancy arm.

“This new study with our partners at MAGNA and Identity demonstrates NBCUniversal’s continued commitment to investing in research that uncovers essential truths and insights about engaging with multicultural audiences. The findings revealed today bring to life the fact that for multicultural consumers, their identities are rooted both in their heritage and culture, as well as their interests, their communities, and their desire to learn about cultures that are different from their own. Together, as an industry we have both an opportunity and an obligation to create stronger, more authentic connections with all people.”

-Yusuf Chuku, EVP, Client Strategy & Insights, Advertising and Partnerships, NBCUniversal