The Jembe surveyed more than 500 African American consumers to explore how cultural awareness, authenticity, and representation influence reactions to the American Eagle × Sydney Sweeney campaign.

Consumers place a strong emphasis on cultural literacy in advertising, with nearly 78% saying it is important. The report, Culture Writes the Playbook, highlights how younger audiences—especially Gen Z and Millennials—expect brands to demonstrate genuine cultural understanding, not just surface-level diversity. Findings show that 47.4% of Gen Z were aware of the campaign, and while 60.4% felt it aligned with younger generations’ values, reactions were mixed.

The survey found that 42.2% of respondents viewed the campaign positively, while a notable share of Gen Z found it problematic (16.5%) or confusing (11.9%), reflecting higher sensitivity to cultural misalignment. Additionally, 40% of consumers expect brands to acknowledge mistakes when campaigns miss the mark, reinforcing the importance of accountability and transparency.

Key Insights

• Cultural awareness is critical, with nearly 78% of consumers saying it is important in advertising.
• Gen Z had the highest campaign awareness (47.4%) but also the most critical response.
• 42.2% of respondents reacted positively, while some found the campaign problematic or unclear.
• 60.4% believe the campaign aligned with Gen Z and Millennial values.
• Authentic storytelling featuring real people is preferred over celebrity-driven campaigns.
• Around 40% of consumers expect brands to acknowledge or explain cultural missteps.
• Diverse creative teams and deeper community involvement are key to building cultural authenticity.

The study also reveals that authentic storytelling—featuring real people and lived experiences—outperforms celebrity-driven or shock-value campaigns, emphasizing the need for deeper community involvement and culturally grounded messaging.

To get a copy of the report, email: Publishers@thejembe.com.