If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask a successful entrepreneur to discuss the power of cultural intelligence.
In this edition of "Ask the Board," we feature Wil Shelton, CEO of WilPower Integrated Marketing, a leading cultural marketing agency specializing in connecting global brands with Black barber shops, salons, and community spaces. With a network of over 50,000 shops nationwide, the agency leverages trusted spaces to drive authentic engagement, grassroots brand awareness, and cultural impact. Below are Shelton’s thoughts on the benefits of cultural intelligence for small businesses.
In today’s world, consumer trust is one of the most valuable assets a brand can have. Cultural intelligence isn’t just a feel-good initiative, it’s a strategic advantage with measurable financial returns. I’ve seen firsthand how brands that embrace authentic cultural engagement turn what might seem like a cost into a serious revenue driver.
Cultural awareness as a competitive edge
The best market research doesn’t just live in spreadsheets, it happens through real cultural immersion. Brands that develop strong cultural listening tools gain insights that data alone can’t provide.
When Fenty Beauty launched with 40 foundation shades, not only was it a statement about diversity, it was also a direct response to an unmet market need. The result? Over $100 million in sales in just one month. That success wasn’t about charity — it was about smart, culturally informed business strategy.
Community collaboration over tokenism
Half-hearted outreach leads to half-hearted results. The brands that truly win build real partnerships, where communities aren’t just audiences but active collaborators.
Take MAC’s Viva Glam campaign: It donated to HIV/AIDS causes, plus it created a sustainable business model that has generated over $500 million while shaping brand perception. Community partnerships, when done right, are powerful business assets that drive revenue and long-term loyalty.
In today’s world, consumer trust is one of the most valuable assets a brand can have. Cultural intelligence isn’t just a feel-good initiative, it’s a strategic advantage with measurable financial returns.Wil Shelton, CEO of WilPower Integrated Marketing
Cultural fluency as a safeguard against backlash
Cultural missteps not only hurt a brand’s reputation they also take a toll on the bottom line. Companies with strong cultural intelligence can spot potential issues before they escalate, helping protect their brand value.
When challenges arise, culturally aware organizations handle scrutiny better, using their existing community relationships, transparent accountability, and thoughtful engagement to turn potential crises into opportunities for connection and trust-building.
Inclusion as a source of innovation
Innovation often comes from perspectives that have been historically overlooked. Microsoft’s Adaptive Controller wasn’t solely an accessibility initiative, it unlocked an entirely new market while strengthening the brand’s reputation. Their investment in inclusive design wasn’t about philanthropy, it was about smart business that expanded their reach and deepened consumer trust.
Measuring cultural strategy for business impact
If you can’t measure it, you can’t improve it. Brands that take cultural engagement seriously not only track diversity numbers, they look at deeper metrics like shifts in community sentiment, trust levels across demographics, and conversion rates among different audience segments. These insights help transform cultural strategy from an abstract concept into a concrete business driver, proving that investing in cultural intelligence pays off.
Aligning with generational values
For younger consumers, values can be a deal-breaker. Seventy-six percent of Gen Z consider a brand’s values before making a purchase.
This group spends about $143 billion annually and influences an additional $333 billion in household spending. Brands that ignore cultural alignment risk more than bad press, they risk becoming irrelevant.
Building trust through transparency
Consumers don’t expect brands to be perfect, but they do expect honesty. Companies that openly share their progress on diversity, equity, and inclusion (DEI), acknowledge their challenges, and set clear accountability metrics earn more trust than those that try to appear flawless. This trust directly translates into lower customer acquisition costs, stronger conversion rates, and brand loyalty that holds steady even in uncertain markets.
Embedding cultural intelligence into the overall business strategy
The difference between performative diversity and profitable cultural intelligence is depth. Brands that truly integrate cultural understanding into their business — from product development to marketing — turn community insights into lasting competitive advantages.
It isn’t about corporate charity, it’s about business intelligence. Modern consumers reward brands that get it right with their attention, loyalty, and, ultimately, their dollars.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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