The global pandemic highlighted the inequalities that exist in society today, and further accelerated them. People’s lives and attitudes and
behaviours have since changed significantly since 2020, with consumers now placing more emphasis on individual needs and experiences, and expecting brands and businesses to keep up and turn up with equality and inclusion at the heart of their brand, marketing and design strategies.
People are also becoming more curious about inclusion and equality, as
demonstrated by the rise in Google searches. There is now an urgency for business leaders, marketers and creatives to better understand the
lived experiences, attitudes and unmet needs of marginalised, underserved, and underrepresented communities and to build deep cultural intelligence.
Business leaders, marketers and creatives need deep cultural intelligence to make better decisions, avoid costly conflict and to support brand and business growth and innovation.
This guide contains the principles and approaches Further’s award-winning research team uses to gather and activate insight and evidence for great inclusion and equality.
It has been carefully created to help research and marketing professionals building inclusive brands, products, services and experiences understand and build the skills needed to navigate different cultures in their research.
Complete the short form to the left to download your copy today.