Why does it matter? 81% of brands say they have a deep understanding of their consumers, but less than half (46%) of customers agree. Data capture appraisals put agencies in a position to prevent the creation of a gap in usable customer data for marketing purposes.

Develop mutually agreed-upon criteria for different forms of marketing output, doubling down to reflect all aspects of identity. This helps agencies steer clients toward longevity for their businesses. Continued growth with new cohorts and nurtured intergenerational loyalty is the way to future-proof brand love.

Now is the time for bold leadership and brand bravery. By affirming the dignity and influence of communities, advertising can evolve into a unifying force that bridges cultural divides. We are in a prime position to shape a future where marketing reflects the world and inspires trust.