Track 3: Insight Driven Innovation & Brand Engagement
Motivation to Act Inclusively: How Smirnoff is Transforming Global Attitudes Toward “Others"
Amidst tumultuous political climates in the US and the UK, Diageo brand Smirnoff sponsored a landmark study on implicit and explicit attitudes toward “others" to quantify levels of “inclusivity” in each country. The results speak volumes on the state of implicit attitudes in each country and shed light on the factors influencing whether people act inclusively in their daily lives. The speakers will show how the brand is taking the implicit insights to produce creative content that not only benefits the brand but also moves the needle on cultural feelings of inclusivity.