Cross-Current: Culture-Forward DesignCreates Products That Travel Farther

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When companies design through specific audiences–not just to them–the impact ripples outward, carrying products and messages into broader markets. Some notable examples include: 

• Microsoft Xbox Adaptive Controller: Diverse insights opened new markets while superserving existing customers.

• Barbie’s Día De Muertos Collection: Cultural authenticity became a global collectible, showing how deep resonance can expand reach.

• Owens Corning and Latino contractors: Investing in relationships closes gaps while strengthening loyalty and performance.

Teams with diverse lived experiences can often recognize these opportunities first. They connect cultural insight to innovation, and turn relevance into reach.

Integrating first-party cultural insight turns diversity from an internal initiative into a growth strategy–one that anticipates needs, unlocks loyalty, and expands markets.

Strategic Questions

• How can designing products and services for specific audiences spark wider market resonance?

• Which products or programs could be reimagined through a cultural insight?

• Are your teams structured to recognize and seize opportunity signals — or only to avoid missteps?

Sources

1. Braden Kelley  2. Texas Public Radio  3. SRS