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Brief Published: 27 Oct 2016

VIDEO: Culture Guardians

Assistant editor for Consumer Lifestyle Kate Johnson discusses culture guardians – heritage-proud US multicultural consumers who are remixing their sense of self to reflect and integrate increasingly diverse backgrounds.

Cultural identities are becoming more intricate: the term "mixed race" is losing relevance, more nuanced definitions of ethnicity are emerging and workers are refusing to downplay their differences.

Brands must challenge existing narratives that generalise culture and focus on emerging subsets. To help with this, we identify the most influential voices raising awareness of the Latinx movement, the gay Asian-American and queer black experience, and multicultural feminism.

For more on how to respond to the accelerating cross-culturalism movement, don't miss our Culture Guardians report.