How can brands build authentic cultural relevance while driving measurable business results?
In a conversation with Jeni Gardner, Chief Client Solutions Officer at Carat, Brittany Clauss, Director of Brand Marketing and Media Strategy at United Airlines, shares how United is redefining what it means to show up in culture with purpose, agility, and impact.
For United, cultural relevance isn't about chasing every trending moment. It's about knowing where the brand has permission to participate, creating original moments that resonate with audiences, and using data to ensure those efforts translate into real business outcomes. Brittany also shares how United and Carat work together with the flexibility to adapt media investments based on what will drive the greatest impact, rather than relying on rigid channel allocations.
The conversation explores why authentic engagement matters more than manufactured talkability, how responsive advertising is helping United move at the speed of culture, and why consistency, community management, and continuous optimization have become competitive advantages for the brand.
The takeaway for marketers? Building a culturally relevant brand isn't about creating one viral moment. It's about combining strategic creativity with data, staying close to your audience, and empowering teams to adapt quickly as culture evolves.
Watch the full conversation to hear how United and Carat are approaching culture, media strategy, and modern brand building, and what today's marketing leaders can learn from their partnership.
