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Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence
Trailer
Bonus
Episode 8
Season 1
AI and Authenticity in Marketing - Aarti Bhaskaran - Cultural Fluency Makers - Episode # 008
How can brands achieve true authenticity in an increasingly diverse world?
Aarti Bhaskaran, Global Head of Research and Insights at Snap discusses her extensive experience and perspectives on inclusive marketing in today’s evolving cultural and demographic landscape. Aarti critiques the term "inclusive marketing" and advocates for putting the consumer at the center of marketing strategies, rather than simply checking demographic boxes.
Aarti highlights the increasing diversity across generations and emphasizes the importance of authenticity in brand messaging. She shares insights into Snap’s commitment to diversity, equity, and inclusion (DEI) through initiatives like the annual DEI innovation summit and the 523 school, which empowers underrepresented creators.
The conversation also explores the challenges brands face in achieving cultural relevance, stressing the need for values-driven marketing that adapts to cultural shifts. Aarti also provides valuable perspectives on Snap's use of AI, its role in shaping both the platform and the research industry, and the potential limitations of AI in consumer insights.
Takeaways:
- Brand Authenticity: Brands need to maintain authenticity and avoid tokenistic gestures. Genuine understanding and representation of cultural and demographic diversity are crucial.
- Communication Platforms: Platforms like Snap have succeeded by providing safe spaces for genuine communication, fostering inclusivity and authenticity amongst diverse user bases.
- Importance of Values: Understanding and promoting core values that resonate with consumers creates a more authentic connection. This includes understanding the deeper cultural significance behind consumer behaviors and celebrations.
- Challenges in Modern Marketing: The increasingly complex and diverse consumer landscape presents significant challenges. Marketers must balance revenue with authentic brand building, navigate changing demographics, and address varied consumer interests and values.
- Role of AI: AI is transforming marketing and research processes by improving efficiency and personalization. However, it’s essential to maintain human storytelling and insights to understand and connect with consumers genuinely.
- Continual Learning and Adaptation: Successful brands and marketers prioritize continual learning, staying updated with evolving cultural contexts, consumer behaviors, and leveraging new technologies for deeper engagement and relevance.
Quote of the Show:
- "Constantly updating who you are is key. It’s about maintaining core values that don’t change while finding new ways to express those values as you grow."
Links:
- LinkedIn: https://www.linkedin.com/in/aarti-bhaskaran-b1658414/
- Website: https://www.snap.com/?lang=en-US
Ways to Tune In:
- Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex
- Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes
- Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e
- Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367
- Transistor: https://culturalfluencymakers.com/
- YouTube: https://youtu.be/avYfqG4dd3U