Polyculturalism Reshapes Marketing and Fuels Success
Adriana Waterston, Insights and Strategy Lead, EVP, Horowitz Research Division of M/A/R/C Research presenting at the Cultural Insights Forum.
In this current marketing landscape, polyculturalism has emerged as a critical framework, blending diverse cultures into a dynamic, interconnected tapestry. Unlike traditional multiculturalism, which often views cultural groups as distinct silos, polyculturalism recognizes that cultures are constantly interacting, influencing, and reshaping each other. Horowitz Research Division of M/A/R/C Research’s recent Polycultural Revolution report reveals key content insights and highlights a shift toward interconnected storytelling.
Revry, as a global platform for diverse voices, has consistently observed that audiences are not confined to consuming content aligned strictly with their own identities. Horowitz validates this observation, with 80% of streamers reporting that they watch culturally specific collections outside of their own cultural background. For example, Latinx, Black, and Asian-targeted content resonate widely across demographics, reflecting a hunger for shared cultural narratives.
This cross-cultural affinity is not only an opportunity to expand reach but also a powerful tool to foster community and understanding. Polycultural storytelling—embracing the intersections of LGBTQIA+ themes, bilingual narratives, and underrepresented experiences—drives higher engagement and emotional connection. Revry’s audience engagement with bilingual and LGBTQIA+ content mirrors broader trends highlighted in the Horowitz study, where 65% of viewers expressed positive perceptions of diverse characters and storylines.
Moreover, the success of inclusive LGBTQ+ programming on streaming showcases how inclusive content transcends traditional boundaries. Revry has observed robust engagement with media that explores intersectional themes, such as evolving gender identities, immigrant experiences, and redefined beauty standards. These narratives reflect the transformative state of culture today, aligning with the Horowitz Research finding that 4 in 5 viewers have learned about other cultures through media.
Brands and marketers can leverage polyculturalism to better align with this audience evolution. Younger and diverse audiences increasingly connect with influencers sharing their values and interests. Partnering with creators from varied backgrounds can demonstrate how authentic representation fosters loyalty and trust. As Horowitz highlights, this connection extends beyond race or ethnicity, encompassing shared hobbies, generational experiences, and social values.
Polyculturalism is more than a trend—it’s a business imperative. Horowitz’s data affirms that brands that embrace this model will not only capture emerging market opportunities but also help shape a more inclusive, understanding, and interconnected world. As the boundaries of identity blur and overlap, so too must the stories and campaigns that aim to engage today’s audience.
