Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

The key to better marketing isn’t understanding customers. It’s understanding people. In this episode of Cultural Fluency Makers, Tobias Puehse, SVP of Insights & Intelligence at Mastercard, explores what it truly means to understand people, not just as customers, but as complex, values-driven individuals. He unpacks how cultural intelligence goes beyond data, blending human insight, behavior, and technology to create more meaningful brand connections. 

From the shift toward intentional spending to the growing importance of aligning with people’s values, Tobias explains how brands can turn cultural moments into powerful movements. The conversation also dives into the evolving role of AI, emphasizing that even in an automated future, human values will continue to shape decisions. Tobias shares how organizations can stay relevant by being invited into consumers’ lives, not intruding, and why curiosity, empathy, and asking better questions are critical skills for the next generation. This episode redefines what it means to create marketing that is truly human, intentional, and impactful.

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