Experiential marketing is no longer just about moments; it’s about movements. In 2025, the brands that lead will be those that prioritize building real, lasting relationships with their audiences. Inspira's Creative Director Treasure Neal explores strategies for how brands can build connections through culture to connect with diverse audiences.
INSPIRA: How can brands use cultural touchpoints to create more meaningful experiences?
TREASURE: Cultural touchpoints are a brand’s secret weapon for creating rich and unexpected experiences. These aren’t just surface-level nods to trends—they’re the fuel for campaigns and content that resonate on a deeper level. When brands authentically tap into culture, they unlock opportunities to connect with consumers in ways that feel personal, memorable, and motivating.
INSPIRA: What role does diversity and cultural inclusivity play in building deeper connections?
TREASURE: We live in a world where diverse cultures influence nearly every aspect of daily life—the food we eat, the music we listen to, and the content we consume. Culture is even one of America’s biggest exports to the world. By embracing diversity and reflecting it in campaigns, brands can tap into the emotional and behavioral drivers that guide consumer decisions.
And the impact is measurable. For instance, a Deloitte survey found that 57% of consumers say they are more loyal to brands that commit to diversity and inclusivity2. Similarly, 76% of Gen Zers said they feel diversity and inclusion is an important topic for brands to address, compared to 72% of millennials3. With so much choice and access in today’s marketplace, creating deeper cultural connections might be one of the only ways for brands to stand out
When you ground your messaging in cultural insights, you show consumers that your brand understands them, respects their values, and is willing to meet them where they are.
INSPIRA: Some brands are pulling back on DEI initiatives. Do you think there will be a backlash? Where is the pendulum swinging?
TREASURE: We’ve seen some brands divest from DEI, and I think of it as the backlash for the backlash. A few years ago, there was this collective reckoning—a moment where society recognized the need to fix what’s broken. The corporate response was an investment in DEI initiatives.
Now, we’re seeing a counter-culture movement aimed at rolling back those commitments and negating what could have been. For example, a growing number of major corporations have recently reported turning away from DEI4, even as consumer expectations for corporate responsibility continue to rise.
Do I think there will be a loud public backlash? Not necessarily. DEI is self-diagnosed, self-contained, and self-managed. But there will be consequences. For every action, there’s a reaction. The pendulum will hopefully swing back. Because of the access to information and because we don’t live in a homogenous society, brands that maintain a strong commitment to inclusivity will ultimately win out. They’ll build deeper connections with consumers and secure their loyalty in the long term, while other brands that lean on the status quo will lose out on the spending power of growing communities.
INSPIRA: What’s the opportunity for brands that continue to prioritize diversity and cultural relevance?
TREASURE: The opportunity is massive. Investing in diversity builds trust and loyalty and future-proofs brands in a world where younger generations see inclusivity as non-negotiable.
Ultimately, cultural touchpoints aren’t just an add-on to an experiential strategy—they’re a cornerstone of modern marketing. Brands that authentically embrace the diverse, multicultural world we live in can create experiences that don’t just engage consumers but make them feel seen, heard, valued, and inspired to act.
To connect with consumers, create deep, cultural connections, authentically embrace diversity, and make them feel seen, heard, valued, and inspired to act. Download your copy of our Shaping Experiential Marketing Trends for 2025 White Paper HERE to learn more.
