The way we consume media has completely changed. Today, marketers need to be savvy in their understanding of how different audiences behave and what they are interested in. One area seeing significant growth is music and video content, particularly through mobile and connected TV platforms. For brands, leveraging these platforms to engage with underrepresented communities is critical for building long-term relationships and driving top-line growth. Music is a universal language, but it carries distinct meanings across cultures. To connect meaningfully, brands must align their messaging with th ..read more

McKinsey's fourth report in its series on the business case for diversity reinforces the idea that companies that invest in diversity, equity, and inclusion (DEI) initiatives are more likely to outperform those that do not. Integrating DEI into the DNA of an organization is not only socially responsible but also a sound business strategy. Companies that prioritize DEI in their decision-making are better positioned to foster an inclusive and dynamic culture that attracts and retains diverse talent, anticipates emerging trends, and connects with broader audiences. The development of a corporate ..read more

The pandemic didn't create new consumer trends but significantly accelerated existing ones. The consumer landscape is dynamic, continuously evolving as people change, societies evolve and cultures shift. Consequently, researchers must stay adaptable, embracing new methods and technologies like artificial intelligence (AI). AI enables innovations like automating tasks, personalizing experiences and enhancing data through synthetic samples, which closely mimic human responses. However, AI should complement, not replace, human connection. One effective way to cultivate this human connection is th ..read more

Despite gaining significant momentum in 2020 following a surge in social justice awareness, diversity, equity and inclusion (DEI) has faced recent backlash. Yet, inclusive marketing remains essential for businesses seeking long-term success. Inclusive marketing is not just about representation. It is a strategic approach designed to build deep connections with diverse audiences, celebrating diversity at every customer touchpoint. This can only be achieved by understanding these communities, inviting them to share their lived experiences and cultures, and using those insights to inform the crea ..read more

In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media. Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share ..read more

Younger generations of workers have fully embraced the "work from anywhere" concept, prompting employers to rethink conventional methods. With the rise of remote and hybrid work models, flexible and adaptive workspaces have become more critical than ever. The pandemic accelerated the shift towards more distributed teams, and organizations are now adjusting their real estate strategies to support this new reality. Inclusive design plays a crucial role in creating environments that foster collaboration, productivity and a sense of belonging, whether employees work from home, in the office or in ..read more

Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche or specialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the core marketing approach. This shift involves incorporating multicultural perspectives into product development, pricing, placement and promotion—the four P's—ensuring these efforts are not isolated but integral to the overall brand strategy. Market research is critical here. Post-pandem ..read more

The marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to be represented authentically in advertising. For marketers, this requires a change in the paradigm, a move beyond general marketing strategies to embracing a multicultural marketing approach. Its effectiveness, however, hinges on the quality of the data driving the decisions. Enter contextual technology. This powerful tool allows marketers to delve into the nuances of cultural identity and consum ..read more

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural impact is equally undeniable, shaping everything from music and fashion to cuisine and beyond. Yet, generally, brands fail to invest in the market research needed to truly understand the complexity of this demographic. Like most multicultural consumers, Black Americans are not a monolith. Within this group are subcultures that extend far beyond skin tones and hair textures to differences in culture, countries of origin, geography and lan ..read more

Whether refreshing an existing brand or launching a new one, the fundamentals remain the same— understanding the "why" behind your brand is critical to its long-term success. While logos and color palettes are often seen as the face of a brand, they are merely identifiers, visual representations of a brand’s ideals. But branding goes deeper than that. Branding is the culmination of all the experiences, values, and perceptions that define a brand. It's the emotional connection customers feel, the stories they tell about you, and the reasons they choose you over competitors. It's essentially you ..read more