*Source: Kantar, commissioned by Twitter, Cultural Relevance Research, Dec 2019, USA, Base = 100 US brands tested. Methodology: Correlation analysis, which shows the strength of the relationship for overall brand cultural relevance scores (NatRep) and Q3/Q4 brand revenue (source: Google Finance & secondary sources).
Cultural relevance: as scored by our survey — cultural relevance is aligning well with what people have defined as culture: events, trends, and social issues that benefit everyone.
Brand revenue: financial records from Google Finance for the 100 brands we tested.
Correlation coefficient: the measure of the strength of the relationship between the two sets of variables.