Marketing to the New Cultural Mix

Today’s most effective brands are embracing cultural fluidity, lifestyle-based segmentation, and micro-communities to connect with audiences in meaningful ways.

This session will challenge outdated assumptions about race, ethnicity, and generational marketing—offering cutting-edge insights into the rise of subcultures, digital-first identities, and values-driven consumption. Learn how to future-proof your marketing strategy by navigating the new cultural mix without relying on traditional DEI frameworks and avoiding the pitfalls of polarization.

You’ll leave with:

• A deep understanding of how cultural identities are evolving and what this means for marketers
• Strategies for post-demographic targeting that go beyond age, race, and location
• Insights on consumer communities shaping today’s most powerful trends
• A framework for authentic marketing that avoids political pitfalls
• Examples of brands winning in this new cultural landscape

If you’re looking for the latest thinking on how to engage today’s diverse and dynamic consumers, this session is a must-attend.

Susan Saurage-Altenloh, PhD

For more than 30 years, Fortune 500 companies have turned to Dr. Susan Saurage-Altenloh for answers about consumer and business-to-business marketing. Founder and Chief Insights Officer of Saurage Research, she has facilitated almost 18,000 qualitative sessions and managed thousands of quantitative and hybrid studies to help clients understand issues crucial to their success. The firm, which stays on the early adoption curve of new techniques and methodologies, has won numerous regional and national awards for its unique approach to uncovering data and helping marketers transform insights into big ideas. 

Susan has gathered actionable data for a client list that includes nationally known healthcare systems, large manufacturers and refineries, prominent financial institutions, municipal and national governmental agencies, and advertising / marketing firms. Most of these information-gathering efforts included insight from consumers, CEOs, influential opinion-leaders, or major employers. Susan’s firm has developed special expertise in research issues related to environment, legislative, industrial, academic institutions, health care, municipal infrastructure, and marketing strategy. 

With a rare talent for combining an insider’s understanding with an outsider’s fresh perspective, Dr. Susan is in constant demand across the country as a research strategist, judge, and presenter. She regularly appears in videos, webinarsm and podcasts as an expert in market information and research trends.

Susan earned her PhD in Marketing and her Masters in Analytics from Capella University. Prior to these degrees, Susan earned her MBA at The University of Texas at Austin and her BBA at Houston Christian University. For fun, Dr. Susan spends time in the gym with weights or in the kitchen playing chef. 

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