Report: Brands improving in 'cultural fluency'

Collage Group published its "2025 State of Brand Cultural Fluency" report, finding an average improvement of 4.5% for the first half of 2025, compared with the second half of 2024 "a signal that more brands are embedding cultural intelligence into their strategies." Collage Group defines "cultural fluency" as a brand's ability to use cultural intelligence to connect with consumers across all consumer segments–including gender, race and ethnicity, age, parental status, and lifestyle.