Horizon Media research unit Horizon Futures has issued a report taking an in-depth look at evolving cultural identities in the U.S. that it asserts are reshaping how brands connect with consumers.  

The agency says that some clients are implementing strategies based on cultural mindsets laid out by the research—rather than demographic targeting—and seeing measurable results.  

Noting that 42% of the population (close to 150 million people) identifies as multicultural, the study highlights five cultural mindsets that “transcend traditional demographic categories.” The mindsets, the report surmises, “further point to the passion points that define meaningful relationships between marketers and consumers. 

The mindsets fall within a concept that the report calls “polyculturalism” a form of identity that emphasizes similarities over divisions among groups of people. 

The mindsets identified in the research are: 

“Who we are is increasingly influenced by the cultures we choose to engage with – not just the ones we are born into," stated Michele Donati executive vice president, Chief of Horizon Futures. “This evolution in identity is happening faster than ever before, driven by technology, social movements, and changing demographics. Brands that understand and adapt to these cultural mindsets now will build lasting relationships with the consumers of tomorrow.”  

“Our research shows that culture, not demographics, is the constant, underlying force shaping consumer behavior," said Karina Dobarro executive vice president, Horizon Futures, Multicultural. “By understanding how these cultural mindsets influence everything from media choices to purchase decisions, brands can create more meaningful connections that resonate across increasingly fluid cultural identities.”  

An abridged version of the research can be found here. The full report is reserved for clients.  

Additional findings from the research include: