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WhY Cultural Relevance?

The New Majority is the mainstream, yet brands spend less than 5% to reach them. We call that gap Cultural Debt and we’re here to close it.

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What's Your Cultural Debt Costing You?

8 questions. 5 minutes. A clear picture of where your org is leaking market share, talent, and trust before your competitor figures it out first.

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What share of your brand's revenue comes from multicultural consumers?

Less than 10% — it's not a primary focus

10–25% — meaningful but not central to the business

25–50% — a significant and growing segment

More than 50% — the New Majority is our core market

What percentage of your C-suite and VP-level leadership identifies as multicultural or New Majority

Less than 10% — our leadership is not very diverse

10–25% — we have some representation at senior levels

25–40% — we're making real progress

More than 40% — our leadership reflects the market

Does your marketing budget include dedicated spend for New Majority audiences?

No dedicated budget — we use general marketing

It's bundled into a broader multicultural line item

Yes, but it's under 15% of total marketing spend

Yes — proportional to their actual share of our market

Has your brand faced public criticism or internal concern about a cultural misstep in the last 3 years?

Yes — multiple times, and it's had real brand impact

Yes — once, and we're still addressing the fallout

No public incidents, but internal concerns have been raised

No — we have proactive processes to prevent cultural missteps

What share of your agency and vendor spend goes to multicultural-owned businesses?

Less than 5% — we don't actively track this

5–15% — we've made some effort toward supplier diversity

15–30% — it's a meaningful part of our vendor strategy

More than 30% — supplier diversity is embedded in how we operate

Does your organization have dedicated staff, tools, or systems for tracking cultural trends in your market?

No — we rely on standard market research

We use social listening tools, but nothing culture-specific

We have a dedicated team or function for this

Cultural intelligence is embedded across departments, not siloed

How often does cultural insight directly drive your product development or campaign strategy?

Rarely — cultural considerations are an afterthought

Occasionally — when someone internally flags a concern

Regularly — it's part of our standard creative process

Always — culture leads, and execution follows

How would you describe your brand's authentic presence in New Majority communities?

We don't have one — this market isn't on our roadmap yet

We've made attempts, but they haven't landed credibly

We have genuine presence in 1–2 specific communities

We're embedded and trusted across multiple communities

Your score is ready.

Enter your details to see your Cultural Debt Score and a breakdown of exactly where your brand is losing ground.

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