In this special compilation episode, we revisit some of our most compelling conversations from the past year to unpack the rapidly shifting landscape of consumer behavior and cultural change. As brands work to connect with increasingly diverse audiences—from Gen Z and Hispanic consumers to highly engaged communities like gamers and wine enthusiasts—the challenge is no longer awareness, but relevance in a constantly evolving marketplace.

Bringing together a powerhouse group of marketing and insights leaders, this episode cuts through the buzzwords to examine what cultural relevance really means in practice—and how leading brands are moving beyond generic messaging toward genuine, deeply informed cultural fluency.

This episode features insights from industry leaders including Linda Bethea, former CMO of Danone; Kevin Moller, Head of Beverages Growth Strategy & Insights at PepsiCo; Nicole Moreo, Director of Marketing Science & Technology, North America at LinkedIn; Kevin Sherlock, Vice President of Marketing and General Manager of Laundry (ARM & HAMMER, OxiClean, and Xtra) at Church & Dwight; and Andrew Rebhun, Chief Marketing & Experience Officer at CAVA.

Takeaways:

• Empathy Over Data: Cultural relevance starts with "human-centricity," which means putting yourself in the consumer's shoes—shopping like them and experiencing life as they do—to understand the "why" behind their behavior.
• Authentic Insertion: Brands must find the intersection between their product and existing cultural phenomena, such as International Delight’s parody of reality TV drama on TikTok.
• Preserving Tradition: For multicultural consumers, food is a primary way to show love; brands like Silk found success by ensuring plant-based substitutes could still deliver the same "great tasting mac and cheese" as traditional family recipes.
• Mental Availability: In the B2B world, being "culturally relevant" means creating a memory so strong that you are on the "Day One" list (usually only three brands) when a customer is ready to buy.
• AI as Infrastructure: AI is moving from a "shiny experiment" to the "quiet infrastructure" of modern marketing, used for everything from finding unmet needs in "big data lakes" to generating creative storyboards.
• Technology Enhances, Never Replaces: Leading brands like Cava believe that while AI drives efficiency, it should only be used to enhance the human experience and "Mediterranean warmth," never to replace it.
• The Art and Science Balance: Organizations must trust the "art" of their teams—their intuition and cultural understanding—as much as the "science" of data and ROAS.

Quote of the Show:

• "Relevancy is the memory, it's that mental availability in someone's brain that when they're ready, you make a decision." - Nicole Moreo

Links:

• Andy Rebhun
  • LinkedIn: https://www.linkedin.com/in/andrew-rebhun/
  • Website: https://cava.com/
• Nicole Moreo
  • LinkedIn: https://www.linkedin.com/in/nicolemoreo/
  • Website: https://www.linkedin.com/company/linkedin/
• Kevin Sherlock
  • LinkedIn: https://www.linkedin.com/in/kevin-sherlock-397b05/
  • Website: https://churchdwight.com/
• Linda Bethea
  • LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1/
  • Website: https://www.danone.com/
• Kevin Moeller
  • LinkedIn: https://www.linkedin.com/in/kevin-moeller-1ab78318/
  • Website: https://www.pepsico.com/

Tania Missad explores how cultural understanding serves as the core of growth for global organizations. She details her transition from consumer packaged goods (CPG) to entertainment, emphasizing that while products may change, the necessity of reflecting authentic human experiences remains constant. Missad highlights how television must reflect society's diverse reality, including struggles with identity and polarization, to truly connect with audiences.

The conversation also delves into the operational challenges of implementing cultural insights, using the "Curvy Barbie" initiative at Mattel as a prime example of how research can overcome institutional inertia. Missad explains how modern tools—from real-time social media monitoring to generative AI and synthetic audiences—are transforming the speed and depth of consumer insights while stressing the importance of understanding life stages over simple demographics.

Takeaways:

• Intentional Inclusion in the "Room Where It Happens": To achieve authentic cultural nuances, organizations must be intentional about recruiting and hearing voices that reflect the diverse experiences of their consumers.
• Prioritize Life Stage over Demographics: Insights are often more powerful when viewed through the lens of life stage (e.g., being "coupled" vs. "teen years") rather than just generational or age-based categories.
• Balance Social Listening with Primary Research: While social media offers real-time signals, it often reflects "super fans"; brands must continue traditional primary research to reach the "everyday consumer".
• Adopt a "Humble" Learning Mindset: Career growth requires staying humble about what you don't know and consistently seeking new knowledge, such as advanced degrees or emerging tech like AI.

Quote of the Show:

• "Cultural understanding has been the core of growth at almost every company I’ve ever been lucky enough to participate in."

Links:

• LinkedIn: https://www.linkedin.com/in/tbmissad/
• Website: https://www.sonypictures.com/

Andy Rebhun, the Chief Marketing and Experience Officer at Cava, a fast-growing restaurant group with over 370 units, draws on his executive experience from brands like Ford and McDonald's to discuss the vital role of cultural insights in the current fragmented consumer landscape. Andy emphasizes that Cava adapts to cultural shifts by blending its bold Mediterranean flavors with "playful, culturally relevant experiences," showing that food is more than nourishment; it's about joy, identity, and connection. He highlights the need for intentionality, choosing to engage in conversations that align with the brand's essence. An example of this strategy was the August launch of a Hot Harissa meal and collectible plushies, which tapped into an emerging unboxing trend. In its hyper-growth stage, Cava has a dual mission: to educate people on its goal of bringing "heart health and humanity to food" and to help customers understand Mediterranean ingredients and flavors. Andy notes that Cava's authentic, adventurous flavors resonate strongly with Gen Z and Gen Alpha, many of whom identify as ethnically diverse and prefer value-driven brands that align with their identity and culture.

Andy defines cultural relevance as identifying consumer needs and wants and securing "a seat at the table" in that conversation. He explains that Cava's tiered loyalty program and intentional social media strategy are key to building personal relationships and converting followers into fans. Looking forward, Andy states that Cava views technology, including AI, as something that will "enhance, not replace the human experience and the human interaction". Ultimately, Andy is motivated by Cava's team and the brand's ability to serve as a center point of community connection.

Takeaways:

• Make Culture a Core Brand Pillar: Cava focuses on adapting to cultural shifts by blending its bold Mediterranean flavors with playful, culturally relevant experiences, positioning food as joy, identity, and connection.
• Be Intentional in Cultural Conversations: Rather than trying to be part of every trend, a hyper-growth brand should exercise restraint and only inject itself into conversations that make sense for its core brand essence.
• Balance Art and Science in Trend Monitoring: Identifying emerging cultural trends requires a blend of both artistic intuition and scientific monitoring, including following fashion, spending, and subscribing to newsletters to stay on the pulse of what's happening.
• Prioritize the Consumer and Team Member Experience: A core insight that holds true regardless of industry scale is to always make the consumer the "nucleus," while also considering the implications of every marketing decision on the team member's ability to deliver the brand experience.
• Use Loyalty and Social Media to Build Personal Relationships: Cultural relevance involves having a personal relationship with guests; Cava uses a tiered loyalty program and intentional social media to rapidly convert followers into fans by giving the team "creative license".
• View Technology as an Enhancer: In a fast-casual environment, AI and technology should be used to enhance and streamline the team member and guest experience, not to replace the human interaction and hospitality that is central to the brand.
• Embrace Patience and Persistence for Career Growth: Andy Rebhun advises his younger self to "be patient and be intentional" and to not let the word "no" deter your drive, as the path is not always linear and the “yes” will feel that much better after persistent effort.

Quote of the Show:

• "Food can be more than nourishment. It's joy, identity, and connection."

Links:

• LinkedIn: https://www.linkedin.com/in/andrew-rebhun/
• Website: https://investor.cava.com/

Kevin Sherlock, Vice President of Marketing/General Manager, Laundry (ARM & HAMMER, OxiClean & Xtra) at Church & Dwight, to discuss the rapidly evolving landscape of brand management. With over 26 years of experience, Kevin shares his perspective on why cultural intelligence has shifted from a luxury to an absolute necessity for brands hoping to survive in today's fragmented and polarized marketplace. He dives deep into the challenges of allocating marketing dollars across diverse demographics and channels, explaining why brands must prioritize their "biggest bets" rather than trying to be everything to everyone.

The conversation also explores the tension between data-driven decision-making and creative intuition, particularly regarding the rise of the creator economy and the declining relevance of rigid brand style guides. Kevin provides a pragmatic look at how AI is transitioning from a "shiny object" to the foundational infrastructure of modern marketing—speeding up innovation and creative output. Finally, Kevin offers candid career advice for the next generation of professionals, emphasizing the value of diverse internships and the lost art of face-to-face networking.

Takeaways:

• Prioritize Cultural Intelligence: Treat cultural fluency as a "must-have" business imperative, not an optional add-on. In a diverse market, authenticity and trust are the only ways to win.
• Apply the 80/20 Rule to Media Spend: You cannot reach every fragmented audience segment. Focus your resources on the top 80% of your target demographic—the "biggest bets"—to avoid drowning in complexity.
• Relinquish Control to Creators: The days of strict adherence to brand guides are fading. To achieve authenticity, leaders must trust influencers and creators to speak in their own voices, even if it feels uncomfortable for traditional marketers.
• Balance the Art and Science: While data is abundant, you must rely on the "art" of marketing—intuition and trust in your team—to interpret that data correctly. Don't let analysis paralysis stifle creativity.
• View AI as Infrastructure: Stop viewing AI as just a content generator and start treating it as the backbone of your marketing operations. Use it to synthesize historical research for better insights and to rapidly iterate on creative concepts.
• Diversify Your Experience Early: For young professionals, one internship isn't enough. Aim for a different internship every year of college to test different industries and roles before committing to a career path.
• "Keep Your Head Up": Don't just bury yourself in work. Building a career requires getting away from your desk, having lunch with colleagues, and building genuine relationships at the "water cooler."

Quote of the Show:

• "I think AI is gonna be the foundation of all modern marketing moving forward."

Links:

• LinkedIn: https://www.linkedin.com/in/kevin-sherlock-397b05/
• Website: https://www.churchdwight.com/

Sally Barton, the US Marketing Excellence Lead at Mondelez International, explores the critical role of cultural intelligence in today’s fragmented consumer landscape. Sally discusses why understanding culture goes far beyond simple demographics, especially for heritage brands like Oreo and Cadbury. She emphasizes that the primary challenge for marketers today is "speed," the ability to understand, respond, and participate in culture authentically before a trend passes and the brand becomes "irrelevant."

Sally also shares her perspective on the practical application of AI, viewing it as a powerful tool for productivity but cautioning that it cannot replace the "human touch" needed to maintain consumer trust. Drawing on her diverse career spanning various categories (from functional dishwasher tablets to emotional chocolate) and geographies (from the UK to global markets), she explains the importance of balancing a consistent global brand purpose with a coherent, locally relevant execution. The conversation wraps with Sally’s powerful personal advice for career growth: have clarity on what you want and "go and make the things happen."

Takeaways:

• Look Beyond Demographics: True cultural insight isn't just who your consumer is, but what they value, their passion points, their frustrations, and where your brand authentically fits into their lives.
• Prioritize Speed (and Empower Partners): The biggest challenge in culture is speed. To stay relevant, empower your partners (like social listening teams) with the brand's voice and the authority to act in the moment, rather than getting stuck in lengthy approval processes.
• Cultural Relevance is Built on Trust: Lasting cultural relevance, like Cadbury's, isn't just about hopping on trends. It's about building long-term trust, consistency, and "memory structures" by showing up meaningfully in consumers' lives.
• Use AI for Efficiency, Not for Heart: Embrace AI as a tool to automate manual tasks, improve productivity, and accelerate processes (like concept ideation). However, always protect the "human touch" and creative authenticity, as this is the core of consumer trust.
• Distinguish Functional vs. Emotional Benefits: Understand your category. A dishwasher tablet sells on a functional "reason to believe" (science, effectiveness), while chocolate sells on an emotional, nurturing feeling. Your insights approach must adapt.
• Balance Global Consistency with Local Coherence: For global brands, keep the core brand purpose consistent everywhere. But, the execution must be coherent and relevant to the local market, respecting that consumers in different regions often feel the brand is "their own."
• Ask for What You Want: In your career, don't wait for things to happen to you. Get clarity on your goals and "go and make the things happen" by unapologetically asking for the opportunities you want.

Quote of the Show: "Trust is one of the most important things that we need to continue to build with our brands...Creativity is gonna stay there. The human touch is gonna stay there.”

Links:

• LinkedIn: https://www.linkedin.com/in/sallybarton1/
• Website: https://www.mondelezinternational.com/

Lizzie Cohen, Senior Vice President of Strategy and Business Intelligence, and Radhika Duggal, Senior Vice President and Chief Marketing Officer at Major League Soccer (MLS) unpack how cultural intelligence is shaping the league’s growth strategy, both on and off the pitch.

The conversation explores how MLS balances hyper-local cultural fluency with national and global ambitions, how data-driven insights inform marketing, and why authentic community connections are the true growth engine of the league. Lizzie and Radhika discuss the critical partnership between analytics and marketing, the evolving role of AI in personalizing fan experiences, and how MLS plans to seize the moment as the 2026 World Cup approaches.

The episode also delves into leadership and purpose, as both guests share personal reflections on what drives them professionally and the importance of hard work, curiosity, and clarity in charting a meaningful career path.

Takeaways:

• Cultural intelligence isn’t optional—it’s the growth strategy: Understanding fans’ identities and communities deeply enables authentic engagement and long-term loyalty.
• Balance national reach with local relevance: MLS’s success lies in allowing each club to reflect the culture of its city while aligning with a unified league strategy.
  Use data and cultural insight hand-in-hand: The strongest marketing strategies emerge from a partnership between creative intuition and robust analytics.
• AI should enhance, not replace, human connection: MLS leverages AI for personalization, efficiency, and smarter fan experiences, while keeping emotional connection at the core.
• Empower creativity through technology: Automation can free teams from repetitive work, giving space for strategic thinking and innovative storytelling.
• Anchor campaigns in authentic cultural moments: Collaborations with artists, influencers, and communities that share the game’s spirit help MLS connect beyond traditional sports marketing.
• Think long-term: build for the World Cup and beyond: The 2026 World Cup is a generational opportunity for MLS to turn global attention into sustained growth in fan interest and viewership.

Quotes of the Show:

• “Our clubs are literal love letters to their communities — they embody the spirit, food, and culture of the people who live there.” — Radhika Duggal
• “Cultural fluency requires humility, the willingness to say we don’t know everything all the time, but we’re learning.” — Lizzie Cohen

Links:

• Radhika Duggal
  • LinkedIn: https://www.linkedin.com/in/radhikaduggal/
  • Website: https://www.mlssoccer.com/
• Elizabeth Lee Cohen
  • LinkedIn: https://www.linkedin.com/in/elizabeth-lee-cohen/

Lance Hill, Global Head of Insights, Analytics, and Measurement at HP, discusses the intersection of culture, data, and the future of work. Lance explores how the cultural meaning of “work” has transformed over the past few years, and why only 20% of workers today report a healthy relationship with it. He shares how HP’s insights team studies the evolving “work relationship” and uses those learnings to build trust, design meaningful technology, and foster a culture where data empowers creativity. From the role of AI in uncovering deeper motivations to redefining what it means to be culturally fluent, Lance makes a powerful case for blending art and science in every business decision.

Takeaways:

• Understand the culture of work, not just your customers. Every organization—and every role within it—has its own microculture. Understanding those dynamics leads to more authentic insights and stronger trust.
• Shift from selling to educating. Brands that focus on teaching and inspiring, rather than purely selling, build deeper and longer-lasting relationships.
• Look beyond surface data. The first answer is rarely the real insight. Ask what motivates a behavior, not just what drives it.
• Use AI for context, not shortcuts. AI can uncover the deeper “why” behind data, but it works best as a partner to human curiosity—not a replacement.
• Earn cultural relevance by contributing to culture. Don’t just buy your way into a community; create real value within it through shared understanding and participation.
• Make insights actionable by knowing the business rhythm. Timing and empathy for decision-makers are as important as the data itself.
  Balance art and science. Data informs decisions, but storytelling and creativity ensure those insights are remembered, trusted, and acted upon.

Quote of the Show:

• “True creativity in insights isn’t the presentation, it’s what happens after, when you help the organization act on it.”

Links:

• LinkedIn: https://www.linkedin.com/in/lance-h-9631a77/
• Website: https://www.hp.com/us-en/home.html

Nicole Moreo, Head of Customer Insights for North America at LinkedIn, deconstructs the complexities of modern marketing in both B2C and B2B landscapes. Nicole explains that the primary role of insights is to close the gap between what brands think their audience wants and what they actually care about. The conversation explores the pitfalls of data overload, the diminishing returns of hyper-segmentation, and why chasing clicks is a flawed strategy.

Nicole introduces the powerful concept of "mental availability"—the idea that a brand's relevance is defined by its ability to create a lasting memory and be on a customer's "day one" list when a need arises. She shares insights from LinkedIn's research, including the "95/5 rule," which reveals that most marketing budgets are spent on the tiny fraction of the audience that's actively buying, while ignoring the massive opportunity to build trust with the other 95%. From the human side of B2B sales to the agentic future of AI, this conversation provides a masterclass in using data to drive meaningful impact and build a truly resonant brand.

Takeaways:

• Re-evaluate your audience segmentation. Data from LinkedIn shows that hyper-segmenting your audience can actually hurt your brand's reach and effectiveness. Instead of narrowing your focus too much, consider the full audience you're trying to influence.
• Stop optimizing for clicks and start optimizing for memory. There is no correlation between a click and key brand effectiveness metrics like ad recall or purchase intent. A click is not a memory; focus on creative that builds brand recall and familiarity.
• Market to the 95% of people who aren't buying yet. At any given time, only about 5% of your audience is in-market for your product. To ensure future growth, you must build trust and brand recognition with the other 95% so that you're on their short list when they are ready to buy.
• Remember B2B marketing is still human-to-human. Don't forget you are interacting with people, not just companies or job titles. Understanding the whole person—their interests, behaviors, and motivations outside of work—is critical to making a genuine connection.
• Ask "why" before you trust the data. In a world with endless data and dashboards, it’s easy to make snap decisions. The most crucial role for marketers and analysts is to ask the right questions and connect the data back to the ultimate business goal you're trying to achieve.

Quote of the Show:

• “The biggest place for insights to play is connecting the dots between a lot of times what brands think their audience cares about versus what they actually care about."

Links:

• LinkedIn: https://www.linkedin.com/in/nicolemoreo/
• Website: https://premium.linkedin.com/