This webinar presents a concise overview of recent research examining how innovative new products resonate with bicultural consumers. Our findings indicate that individuals exposed to multiple cultural influences exhibit a heightened need for uniqueness, which in turn drives their favorable evaluations and adoption of products that break conventional molds. Rather than delving into technical design details, the presentation emphasizes managerial implications by offering an actionable framework for understanding and targeting this influential consumer segment. Attendees will gain strategic insights on leveraging cultural diversity to foster innovation and drive growth, along with clear, practical takeaways for enhancing product development and marketing strategies.