Brands urged to embrace culture via authentic partnerships

2026-04-17

Brand engagement with diverse audiences requires authentic community building, experts said at Social Media Week 2026. Alejandra Salazar, CEO of Croing, emphasized the importance of immersing brands in culture by collaborating with community leaders. Jackie Gonzalez, a deaf content creator, highlighted the need for brands to trust creators and avoid being overly directive. Joy Ogunneye from Aveeno stressed the importance of genuine investment in culture, warning against superficial efforts.

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