Since launching THE AMBITION in 2021, our mission has remained the same: to help brands unlock cultural relevance. The impact is undeniable — brands that resonate in culture win new audiences, earn deeper loyalty, and stand out in ways that drive both revenue and long-term equity. In HipHop culture especially, the connection between cultural fit and consumer choice is striking. Nearly eight out of ten young people in Germany who identify with HipHop have told us that the culture they grew up in shapes what they buy and who they trust.

The Ambition Score 25/26 marks the fourth edition of the leading study on the cultural relevance of brands in Germany. Developed by THE AMBITION in collaboration with polling institute YouGov – and for the first time supported by Publicis Groupe Germany as strategic study partner – the Score introduces a unique metric for evaluating brand relevance within cultural contexts.

The new Ambition Score is not only richer in insight, it is broader in scope: we have expanded the study to cover more categories and more brands than ever before. This allows us to benchmark cultural relevance with unprecedented depth and precision. The results confirm a simple truth: cultural relevance is no longer optional—it is a decisive factor for brand success in Germany.

That’s why we are proud to call the Ambition Score the gold standard for measuring cultural relevance. It is the compass for brands that want to move beyond campaigns and truly participate in culture. We are excited to share these results with you. They highlight not just who is leading today, but what it takes to stay relevant tomorrow.

Enjoy the read,
Phillip Böndel
CEO THE AMBITION