Download an overview of SMB Owners: Activating Growth Through Cultural Intelligence ©2025, now available for purchase.
Winning with today’s small and mid-sized business owners requires more than functional solutions—it requires a deep understanding of the cultural context shaping how they think, decide, and invest in their businesses. This report equips brands with culturally grounded insights to support smarter decision-making and more meaningful engagement with diverse SMB owners.
SMB owners are navigating growth amid economic uncertainty, shifting media habits, and evolving definitions of loyalty and trust. Their priorities, mindsets, and behaviors vary across cultural segments, yet all are driven by a desire for relevance, value, and long-term partnership. Understanding these dynamics enables brands to move beyond transactional relationships and build sustained connection and credibility.
Download an overview of the report to explore select insights and trends—or contact us to purchase a copy of the full report.
SMB Owners: Activating Growth Through Cultural Intelligence ©2025
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Cultural Trends and Life Priorities Shaping Today’s Consumer Decisions
Discover Culturati’s latest perspective on the life priorities shaping today’s consumers.
This analysis brings you clear, actionable insights rooted in advanced cultural segmentation and representative data. Understand how values like financial stability, family, health, and well-being influence decisions across key segments and micro-segments, and see what sets each group apart. The findings offer practical implications for both general market and multicultural strategies, helping your teams connect more meaningfully and plan with confidence.
Download now to access trusted guidance that will align your organization and inspire smarter, more relevant action.
Cultural Trends and Life Priorities Shaping Today’s Consumer Decisions
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Cultural Insights for Elections 2024
Regardless of political affiliation, the U.S. population shares a vision for a society that empowers individuals to take responsibility for their paths and keeps the economy strong so everyone has a fair shot at success. Nonetheless, political views can differ across cultural and generational groups.
Political Views by Cultural Cohorts
One-third of the overall population is moderate. However, Whites are significantly more likely to be conservative, with Asians and Blacks most likely to be moderate. Interestingly, Hispanics are least likely to reveal their political views. By age group, Boomers (36%), Gen X (29%) and Millennials (24%) are significantly more conservative than Gen Z (20%). However, moderate and liberal political views are similar across age groups. 20% of Gen Z are “other”
or prefer not to say. Gen Z Republicans have the strongest representation among Whites at 29% The strongest political party among multicultural groups is Democratic, with 50% among Blacks, 43% among Asians and 32% among Hispanics.
Gen Z Political Party Affiliation
Parental influence on Gen Z tends to be strongest among Black Democrats, followed by Asian, Hispanic and White Republicans, yet 31% of total Gen Z are registered as Independents.
Don’t miss out on the opportunity to unlock these insights and many more!
Contact us to get your copy of The Cultural Mosaic 4.0: Advanced Cultural Intelligence for Greater Resonance in Today’s Polycultural Mainstream © Culturati 2024 Refresh syndicated report (N=5,050) and typing tools. Data was weighted to U.S. Census American Community Survey 2022 1-year estimates and sample sizes by cultural cohort were: Non-Ethnic Whites/Other n=2,050; Hispanics n=1,300; Black Americans n=1,000; Asians n=700. Also, inquire about our “Unlocking Gen Z 2.0: What is Shaping and Defining Gen Z-ers” © Culturati 2023 syndicated report (N=500).
Source: “The Cultural Mosaic 4.0: Advanced Cultural Intelligence for Greater Resonance in Today’s Polycultural Mainstream” © Culturati 2024 Refresh. Sample sizes by age group: Gen Z (n=971); Millennials (n=1,975); Gen X (n=1,653); Boomers (n=451). A/B/C/D/E = Significantly higher than the indicated group at the 95% confidence level. “Unlocking Gen Z 2.0: What is Shaping and Defining Gen Z-ers” © Culturati 2023. A/B/C/D= Significantly higher than the indicated group at the 95% confidence level.
Cultural Insights for Elections 2024
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Celebrating Hispanic Culture this Heritage Month
Culturati is proud to honor the theme of “Pioneers of Change: Shaping the Future Together” this Hispanic Heritage month. This year’s theme recognizes the remarkable contributions of Hispanic and Latino individuals who have paved the way for future generations through their innovation, resilience, and unity.
Hispanic and Latino communities have been pivotal in driving progress and inspiring change, from civil rights trailblazers to contemporary leaders in arts, politics, and business. This month, we honor influential figures who exemplify the rich cultural heritage shaping our society and explore how their legacies inspire future generations.
In fact, Hispanics are significantly higher than White non-Hispanics in wanting to leave a legacy behind (46%A), additionally they are significantly more focused and disciplined than White non-Hispanics when it comes to achieving success in life (87%A). Discover these key differences and more in our new Cultural Mosaic 4.0 report, now available for purchase!
As experts in tracking the Hispanic cultural evolution of the U.S. marketplace and its impact on our Polycultural mainstream over the past decade, we want to highlight some examples of leaders who have successfully navigated and excelled in this evolving landscape.
Contact us for information on our The Cultural Mosaic 4.0© Achieving Greater Resonance in Today’s Polycultural Mainstream syndicated report (N=5,050) and typing tools are now available. Data was weighted to U.S. Census American Community Survey 2022 1-year estimates and sample sizes by cultural cohort were: Non-Ethnic Whites/Other n=2,050; Hispanics n=1,300; Black Americans n=1,000; Asian. A = Significantly higher than White non-Hispanics at the 95% confidence level.
Celebrating Hispanic Culture this Heritage Month
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EQUIP YOUR TEAM WITH ADVANCED CROSS-CULTURAL KNOWLEDGE TO ELEVATE BRAND RESONANCE
Culturati has released the 2024 edition of The Cultural Mosaic 4.0© syndicated report!
The Cultural Mosaic 4.0© syndicated report provides unparalleled cultural intelligence to inspire total market and multicultural winning strategies. The advanced cross-cultural insights presented therein can be applied to consumer, shopper, and media strategies.
The growth of the polycultural mainstream has changed our consumer spectrum and this has been further impacted by economic uncertainty and receptivity to cultural inclusivity. As such, today more than ever, marketers need an efficient way to develop integrated strategies and communications that effectively connect with today’s diverse audiences. As a solution, Culturati has continued to bring thought leadership to the industry with the 2024 edition of The Cultural Mosaic 4.0© syndicated report. The report quantifies the cultural influence across cultural groups as well as the reach of targeted initiatives on mainstream America. It also offers a breakthrough and updated macro segmentation of the total U.S. and micro-segmentations for Hispanic, Black Americans, and Asians.
The report includes insights and data regarding the following areas across all cultural frameworks:
- Proprietary Culturati Cultural Influence Index™ and
communications reach
- Tensions, motivations and life priorities
- Economic outlook and buying power
- Political views
- Diversity receptivity and lifestyle elements
- Shopping behavior, premium shopping & category purchases
- Shopper styles, shopper strategies and brand loyalty
- Sources of information and media/channel influence
- Traditional and digital media usage, video subscription services,
including cable/satellite, premium channels and streaming services
- Sports viewing and online websites
- How to connect with them (message, shopper, media & digital)
- Trended data comparing notable shifts in attitudes,
shopping and media habits from 2017, 2020, 2022, to 2024
- Tech savviness, devices used, digital engagement, top
online activities and top social medias
- Demographics
The Cultural Mosaic 4.0© is a cutting-edge guide, essential for any marketer looking
to elevate their cultural fluency and drive cultural relevance for their brand.
Why Cultural Mosaic 4.0©?
Elevate Your Brand’s Cultural Fluency: Stay ahead of the curve with insights that help you understand and engage with diverse audiences effectively.
Drive Cultural Relevance: Learn how to position your brand in a way that resonates deeply with today’s consumers, ensuring that your messaging and offerings are culturally aligned.
Understand Cultural Exchange of Influence: Gain a deep understanding of how cultural influences flow across the mainstream, enabling you to craft strategies that win with consumers in today’s dynamic marketplace.
The Cultural Mosaic 4.0© Achieving Greater Resonance in Today’s Polycultural Mainstream syndicated report (N=5,050) and typing tools are now available. Data was weighted to U.S. Census American Community Survey 2022 1-year estimates and sample sizes by cultural cohort were: Non-Ethnic Whites/Other n=2,050; Hispanics n=1,300; Black Americans n=1,000; Asians n=700.
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2024 Edition of The Cultural Mosaic 4.0© Syndicated Report
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Gen Z Beauty & Fashion Unleashed ©2024
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CREATIVITY IGNITED GEN Z BEAUTY & FASHION UNLEASHED ©2024
Gen Z is the most diverse, technologically connected, socially/ politically engaged generation and is at the forefront of trends. They are not only driving the latest fashion and beauty trends but are also reshaping the very essence of personal style and identity.
This report delves into the intersection of Gen Z’s life philosophy and their fashion and beauty preferences. The study further acknowledges that for Generation Z, individual style and beauty preferences go beyond simple fashion trends. Instead, they serve as powerful mediums for self-expression, identity assertion, and creative escape. By taking a qualitative approach, this research offers a comprehensive understanding of how Gen Z’s personal style reflects their broader outlook on life.
The research uncovers five major pillars that encapsulate Gen Z’s life philosophy, exploring within each pillar what makes it uniquely Gen Z. One of the key five pillars is Simplicity. Gen Z values simplicity and minimalism in their approach to life, fashion, and beauty. They are very intentional about the choices they make and what they want to prioritize in life.
Access to unlimited choices and information makes Gen Z lean toward embracing simplicity and minimalism, offering more opportunities to focus on meaningful pursuits and enjoying life.
This insightful report provides valuable resources and ideas fortailoring marketing strategies to Gen Z’s values and perspectives. Grasping the life values of Gen Z and how they shape their personal style preferences is essential for brands trying to establish authentic connections with this influential demographic.
The report includes insights and data regarding the following areas:
- The 5 major pillars for Gen Z
- Pillar influence on personal style and personal care choices
- Key influencers and what makes influencers relatable/relevant within each of the 5 pillars
- Examples of content that resonate with them within each pillar
- Recommendations on connecting with Gen Z including messaging
and what they are looking for from brands
Qualitative approach included:
- Roundtable discussions with Gen Z consultants
- Ethnographic qualitative interviews among 15-27 year olds
- Pre-tasking activities, including creative exercises on personal style and influencers
- Secondary research to augment information
Learn more in our syndicated report: Creativity Ignited: Gen Z Beauty & Fashion Unleashed” © Culturati 2024, the newest addition to our Culturati Gen Z Intelligence Series®
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Gen Z Beauty & Fashion Unleashed ©2024
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