Cultural Intelligence: Key insights, data and solutions

Here’s a selection of Ipsos' latest and greatest insights and data on cultural intelligence and related issues for business leaders, policymakers, advertisers, and insights professionals

 

How can brands and businesses do right by their employees, customers, and stakeholders? How can policymakers support their citizens? From inclusion and equity to diversity and accessibility, Ipsos has conducted in-depth research on issues pertaining to cultural intelligence, in the U.S. and in the world at large. Here’s a selection of key insights and findings.

Top takeaways:

The stances Americans think brands should take 

One important call-out for brands in 2025 is that four in ten (D +36) say they are more likely to purchase from a company that has taken a public stance against racism. Despite a lot of campaign rhetoric, very public “anti-woke” boycotts and high-profile DEI rollbacks, this stat hasn’t changed since we last asked a year ago. Even the party splits are consistent. (Read more.) 

Many want brands to remain neutral on political issues

America is growing increasingly tolerant, but increasingly polarized. Where does this leave ESG and DEI initiatives? It’s important to remember that while politics are a no-go for most Americans in today’s highly polarized political environment, many feel brands and companies should bear some of the burden when it comes to solving various social problems. (Read more.)

Concern about inequality around the world skews towards the young 

A majority across 29 countries (52%) agree that inequality is either the single most important or one of the most important problems facing their country, no change vs 2023. This rises to almost eight in ten in Indonesia (79%). (Read more.)

Americans believe people like themselves are among the most underrepresented groups in entertainment

Notably, one-third of Americans report that people like them are excluded from the media they consume, while 9% say that people like themselves are over-exposed. Just half of Americans (52%) say that people like them are represented the right amount, neither excluded nor over-exposed. (Read more.)

Backlash against gender equality most pronounced among young men

But within the generations there are differences in opinion. There is a 20-percentage point difference between Gen Z men (60%) and Gen Z women (40%) when it comes to thinking women’s equality discriminates against men. (Read more.)

The gaps between the real world and the ad world 

While ethnic representation in US advertising is improving, disparities remain for age,
people with disabilities, and LGBTQ+ individuals: there’s a 12% shortfall in representation for people
with disabilities and a 6% difference for LGBTQ+ individuals compared to the US population. This demonstrates a real opening for brands to cast more diverse characters in their advertisements. (Read more.)

LGBT+ people in our lives, around the world 

Ipsos' LGBT+ Pride 2024 report  finds gender, generational and geographical divides on everything from same-sex marriage to brands supporting the community across 26 countries. (Read more.)

Non-white Americans more optimistic about their ability to succeed in life compared to their parents’ generation

Black (65%), Hispanic (59%), and teens who identify with more than one race (49%) are much more likely to feel that they will do better than their parents compared to white teens (34%). Most white teens expect to do about the same or worse than their parents. (Read more.)

People are more likely to buy brands for purpose than for politics

Consumers of all ages say brands' charitable initiatives and donations factor into their purchase considerations. (Read more.) 

Black consumers want brands to go beyond stereotypes and basic representation

60% of Black consumers and 38% of Gen Pop consumers would like to see people of color depicted in a position of power more often. (Read more.)

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