Built for market reality.
The problem
Every part of the marketing ecosystem is expected to produce more and faster outputs — and they must be right.
Cultural moments open and close in days. If companies aren’t paying attention, they’re missing the opportunity.
Political polarization and public scrutiny have increased the cost of getting it wrong — and made leaders hesitant to engage.
Cultural relevance delivers growth. What’s been shaken is the confidence to act on it.
The problem
In plain sight or unseen, they all have a cost.
Growth ambition
True growth potential
Ultimately, they cause marketers to stop short of identifying, validating and investing in the audiences driving their greatest growth potential.
The landscape
Data, research &
tech partners
Industry & trade
org influence
Agency and
media experts
Executive
networks
Marketers need consistent access and visibility to these types of capabilities.
Marketing service providers need greater visibility to marketers, and pathways to be tapped for the moments and workstreams that matter.
More intentionally connecting these capabilities and touchpoints increases the value they deliver and the likelihood of driving impact for all.
What members get
A portfolio of offerings built to maximize the return on every membership.
Suite of validation solutions that measure cultural relevance, influencer resonance, media impact and AI outputs.
Fast, bias-mitigated cultural intelligence platform transforming data, research and executive insights into action and industry expert discovery.
Direct access to top cultural experts for customized strategic advice, plans and hands-on guidance on specific business problems.
Strategic backing from C-suite and senior leadership who serve as the enterprise advisory board.
Founding Circle members enjoy added leadership and engagement.
Decision-making confidence and more intentional connections, built through summits, leadership retreats and virtual growth labs each year.
Tools and incentives to help discover mutual business interests and activate partnerships.
Influence centre-stage: cross-industry leadership opportunities at key events and programs.
A thought leadership engine amplifying leaders, ideas, case studies and evidence shaping the future of inclusive growth.
A new framework that shapes media and agency investment decisions, aligned with true growth opportunity.
High-frequency research, emerging trends and leading indicators that help organizations move forward with cultural shifts.
The experts
Relevance Exchange pinpoints where brands are missing growth and deploys vetted strategies to capture it — compounding bias-mitigated intelligence with every engagement.
A wheel that doesn't stop learning and keeps compounding — starting with 130M+ data points.
Intelligence identifies where growth is being missed.
Experts and validation convert the finding into action.
Every engagement feeds the OS and sharpens the next answer.
Intelligence
Every testing solution can be customized with your own segments, competitors and KPIs — led by data scientists and backed by cultural anthropologists.
Cultural relevance, authentic inclusion, gender portrayal, and ad effectiveness measures across seven segments.
Content creator/Influencer and social posts assessed for brand fit, cultural fluency and shared values across seven segments.
In-context testing that validates creative in real media environments like mobile gaming, social media, news websites, and more.
On-demand evaluation of video content — for authentic, meaningful and effective inclusion. Model traind with real consumer data.
urVetted Ads
A Unified, Consumer-Driven Measure of Cultural Relevance & Inclusion
urVetted Creator
A Holistic Approach to Creator Vetting, Cultural Fit & Performance
urVetted Media
Objective Measurement for Creative, Context, and Impact
Relevance OS
The platform behind confident creative and strategic decisions — built by data scientists, vetted by senior marketers and cultural anthropologists.
Not the open internet — the urVETTED suite of 130M+ expert-vetted consumer data points.
Turns vetted data into decision-ready intelligence, with a direct line to experts.
On-demand cultural intelligence for every member, at every level of the organization.
“We're entering a category where Non-Hispanic White consumers are the most current buyers — what shapes their brand choices versus our growth audiences?”
Summary Response
White Non-Hispanic consumers make brand choices primarily through a product-and-familiarity logic — quality, reliability, convenience, and the comfort of already knowing the brand — while Hispanic, Black, and Asian growth audiences operate through a fundamentally different decision engine: cultural recognition. When a growth-audience consumer sees their identity authentically reflected, brand affinity, trust, and purchase intent activate together in a way that simply doesn't happen for WNH consumers via the same creative signals. Entering this category with a single "general market" playbook is likely to win your current buyers and miss the audiences you actually need to grow.
Proprietary data combined with industry insights · 130M+ vetted signals
Our financial-services brand wants to strengthen trust among Black consumers. Which values, experiences, and barriers should shape our approach?
Summary response
For a financial-services brand, trust with Black consumers is neither purely a messaging challenge nor a creative one — it is a credibility challenge rooted in a documented history of exclusion, compounded by a sharp sensitivity to performative representation in advertising today. The brands that connect most deeply are those that show up as genuine partners in wealth-building and life milestones, cast and portray Black people across the full spectrum of aspiration (not just struggle), and back their imagery with visible action and community investment. Get those elements right and trust follows; get the representation wrong and skepticism hardens fast.
Proprietary data combined with industry insights · 130M+ vetted signals
“We want to improve marketing to people with disabilities — what accessibility needs and cultural considerations come first?”
Summary response
Marketing to people with disabilities demands both a mindset shift and a craft shift — and the business case for getting it right is substantial. Research puts the global spending power of people with disabilities at $8 trillion, their discretionary income in the U.S. exceeds that of the Black and Hispanic markets combined, and they are more than 70% more likely to buy from a business that openly supports and hires people with disabilities. Yet advertising representation remains rare and often mishandled. The cultural and accessibility considerations that move this audience most fall into a clear hierarchy: first, treat disability as one human characteristic among many, not a defining tragedy or a feat to celebrate; second, be meticulous about language and visual framing; and third, embed accessibility into the execution itself.
Proprietary data combined with industry insights · 130M+ vetted signals
Strategic advisory & leadership
Custom solutions for members' unique business challenges and professional trajectories, supported by luminary experts in residence.
All assignments include fully actionable written roadmap deliverables.
Connections & influence
Membership creates year-round opportunities to contribute expertise, be discovered and grow your influence.
Focus: strategy, framework and business impact. Senior to C-suite, invitation only. Feeds Relevance OS with executive pain points, framework validation and strategic priorities.
Focus: how brands stay culturally relevant today. Mid-level to senior leaders. Feeds the OS with cultural shift signals, brand challenges and peer pressure-tests.
Focus: virtual hands-on workshops, problem solving and peer collaboration. Open to all members. Feeds the OS with workshop outputs and emerging frameworks.
Thoughtfully matched introductions between investment decision makers and marketing service providers — informed by member priorities, capabilities and growth objectives, with briefing, facilitation and follow-up.
When members ask the OS business questions, they can choose to receive partner and executive recommendations. Visibility based on relevance, not advertising.
Curated speaking at Relevance Exchange events and key industry conferences, the RelevanceX podcast series, and an intentional year-round PR strategy that tells the outcomes and success stories.
Our leadership
A lifetime of turning cultural change into lasting momentum — years of research, insight, strategy and industry leadership brought into one solution.
Co-Founder, Relevance Exchange
Co-Founder, DMI Consulting and urVETTED. Former AIMM.
Co-Founder, Relevance Exchange
Co-Founder, DMI Consulting and urVETTED. Former AIMM.
Co-Founder, Relevance Exchange
Founder, CHANAVi Inc. Consulting. Co-Founder, LatinSphere Advertising.
Backed by a world-class vetted bench specializing in
Join the members redefining how growth is built — and make cultural relevance a measurable business discipline.
Membership inquiries: Jennifer Woods · jennifer@relevancex.com