Cultural Inclusion Isn’t a Campaign, It’s a Strategy
June 27, 2025
At Cannes Lions 2025, Carlos Santiago, CEO of Santiago Solutions Group, Inc., Co-Founder of ANA AIMM , and Co-Architect of the Cultural Inclusion Accelerator™, made a strong case for why cultural inclusion is more than a trend. It’s a critical driver of brand relevance, consumer trust, and scalable business growth.
In the session hosted by ANA AIMM and Nielsen , “Connecting to Rising Consumer Expectations Through Authentic Storytelling and MarTech Innovation,” Santiago was joined by Tammy Johnson (Alpha Precision Media, Inc.) and Alex Miranda (KNOCK Inc.) to unpack how brands can meet rising expectations through inclusive data, human insight, and the smart use of AI.
Highlights:
- 52% of consumers still feel unseen in advertising, despite progress
- Campaigns with high cultural inclusion deliver up to 15x higher purchase intent and 34x more brand trust
- AI enables personalization – but intentional human input remains essential
In a marketplace crowded with noise and skepticism, brands that lead with cultural inclusion don’t just connect – they resonate. It’s how they earn trust faster, inspire loyalty deeper, and unlock smarter, more effective growth.
“We focus on the dollar and forget the heart. But the heart must come first.” – Carlos Santiago
🔗 Read the full recap for insights, real-world applications, and what’s next for inclusive AI →
