Part 2: Revealing the Power of Omniculturals

Part 2 positions Omniculturals as a large U.S. adult segment identified through cultural attitudes rather than a single demographic. The report estimates 178 million Omnicultural adults, representing 68 percent of the U.S. population age 18 and older.

The segment is especially multicultural, with multicultural adults making up 48 percent of Omniculturals compared with 40 percent of the total U.S. adult population. Millennials and Gen Z form a majority of the segment, connecting its influence to the audiences setting expectations for brands today.

Omniculturals are highly engaged with culture and expect advertising to reflect the world they live in. The report finds that culturally diverse advertising matters to their definition of relevance and that authentic communication can affect trust and purchase consideration.

Their interests are broad, from travel and music to technology, cooking, and social connection. Those experiences are not separate from culture. They are ways people discover the world and share it with friends, family, and community.

Targeting the Omnicultural mindset can help a brand expand beyond a narrow segment while keeping communication cohesive. The goal is not to remove cultural specificity. It is to find a shared human story without watering down what makes each audience distinct.

Authenticity requires expertise in the communities a brand wants to reach. The strongest strategies connect a precise cultural insight to a larger narrative that people can recognize as real.