Cultural Intelligence Matters More Than Ever

Cultural Intelligence Matters More Than Ever

Cultural intelligence is vital for brands aiming to connect authentically with consumers. Misunderstanding cultural nuances can turn promising campaigns into damaging controversies. Pepsi’s infamous ad featuring Kendall Jenner is a classic example. The brand failed to recognize cultural sensitivities around activism, resulting in significant backlash. Effective cultural intelligence could have prevented this misstep. Conversely, Nike’s “Dream Cr…