As brands navigate a fast-changing consumer landscape, one truth has become impossible to ignore: Gen Z is rewriting every rule of multicultural marketing. For years, language served as the primary indicator of culture, especially in Hispanic marketing, but new data from Culture Decoded, a study by ThinkNow and LatiNation, shows that thoseassumptions no longer hold.
Spanish as identity marker is declining. Culture is rising. And Gen Z expects brands to understand the difference.
In an era where identity is fluid, multi-layered, and shaped by digital environments, brands must rethink how they connect with young multicultural audiences or risk losing relevance.
Identity Is Growing, and Culture IsLeading the Way
According to the study, identification with Latino culture is increasing, even as Spanish usage declines in U.S. households. Gen Z is redefining identity:
· They stack identities
· They choose elements of their heritage selectively
· And they express culture in the moment, not in the same ways previous generations did
This shift reflects a broader trend: Culture is no longer tied to language. It's tied to lived experience, digital ecosystems, and global connectedness.
That's why Gen Z today can engage deeply with Bad Bunny, K-pop, Afro-Latino creators, and English-language soccerbroadcasts with equal passion. Being multicultural isn't "Latino vs. non-Latino." It's cultural fluidity.
Authenticity Is the New Brand Differentiator
Gen Z has an extremely sharp radar for detecting inauthenticity. They instantly recognize when something feels forced or superficial.
The data shows:
· 87% detect inauthentic ads instantly
· 67% want authentic representation
· 59% reward brands that acknowledge heritage
Brands that treat culture as a box to check, especially during heritage months, lose credibility. Gen Z wants something deeper: creators with real lived experiences, content informed by cultural insights, and storytelling that feels relevant to right now.
As Oscar Padilla of LatiNation says: "Culture first. Language is secondary."
Creators and Cultural Strategists Are Essential, Not Optional
One of the clearest takeaways from the podcast: brands cannot do this alone. Authenticity requires collaboration.
LatiNation's success with shows like Desmadre demonstrates why:
· English-language content
· Spanglish moments
· Latino cultural cues
· Distribution across radio, social, streaming, and linear TV
The formula works because creators bring context, nuance, and credibility that brands cannot generate internally.
For marketers, this means shifting from "content production" to co-creation.
Gen Z Lives in a 360° Media Environment – Brands Must Keep Up
Reaching this generation isn't about choosing between TV, social media, digital audio, or streaming. Gen Z uses all of it, often at the same time.
They may watch an English-language soccer match, comment on it on TikTok, follow the creators on Instagram, and then listen to the podcast afterward.
This makes cross-platform cultural consistency essential. The question isn't "Where do we reach Gen Z?" but rather "How do we show up authentically wherever they are?"
In this episode of The New Mainstream Podcast, Mario Carrasco, Co-Founder of ThinkNow, spoke with Oscar Padilla, Head of Digital Innovation & Growth at LatiNation, about these topics and more.
Innovation doesn’t happen in isolation. It starts with people who build intentional systems to understand human behavior. Data and technology may power today’s marketplace,but empathy is the true differentiator that sets brands apart. Knowing what consumers buy and why, how they use it, what challenges they face, and what makes their experience better lays the foundation for strong product development andmessaging that resonates.
Like engineers observing how contractors interact with building materials, product marketers must immerse themselves in the customer experience. Real insight doesn’t come from dashboards alone. It comes from listening without assumptions, observing real behavior, and engaging not just to gather feedback but to build empathy deep enough to understand what customers may never say outright.
Equally important is recognizing the cultural and demographic shifts shaping modern consumers.Hispanic representation is on the rise, more women are driving key decisions, and diverse communities are redefining what influence looks like. For product marketers, this is a call to move past stereotypes and build authentic connections with the people who use, recommend, and ultimately champion your products.
In this episode of The New Mainstream podcast, Agustin Hernandez, R&D Leader at Owens Corning, explores how empathy and cultural intelligence drive innovation and shape products that more effectively reflect consumer needs and solve real-world problems.
Foresight is more than predicting what’s next. It’s identifying early signals and linking them to the human behaviors driving change. By studying how people adapt, create, andrespond to their environments, organizations can design strategies and solutions that fulfill future needs while staying grounded in reality.
This approach relies on both traditional and unconventional methods, such as interviews with experts and chan, observations from industry events, and secondary research, paired with digital ethnography that surfaces new conversations and cultural shifts. The goal isn’t just to identify trends, but also to understand the motivations behind them and what they reveal about evolving needs.
A key learning from this work is that foresight succeeds when organizations are willing to challenge their assumptions. When data and cultural context point in a new direction,the ability to pivot toward what people are already doing or valuing can uncover growth opportunities. Being flexible and responsive ensures that innovation remains human-centered rather than hypothesis-driven.
Equally important is a multifaceted research approach. Diverse qualitative insights capture nuance, while quantitative data scales understanding. Returning to qualitative validation closes the loop, ensuring that what emerges reflects both the “what” and the “why.” This cycle helps teams distinguish between patterns that arelocal and those that can be applied globally. Artificial intelligence now plays a growing role in this process, accelerating the discovery of patterns across vast data sources.
On this episode of The New Mainstream podcast, Jay Hasbrouck, Senior Staff Researcher at Google and author of Ethnographic Thinking: From Method to Mindset, explores how foresight, research, and AI can transform the way organizations approach innovation.
Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth.
Brands that succeed in multicultural marketing start by recognizing that inclusion is a business imperative, not optional. Data shows that in many regions, net population growth and the dollars that come with it are driven by Hispanic, Black, and Asian consumers. Failing to engage these audiences is a missed opportunity, putting brands at a competitive disadvantage.
For brands that are investing in multicultural marketing, authenticity is foundational. Campaigns that perform best are rooted in local insight and cultural nuance, often brought to life through relatable storytelling and community-driven engagement. For example, influencer partnerships that reflect real family dynamics, humor, and everyday experiences resonate far more deeply than ads simply translated from English. When creative control is shared with culturally fluent voices, brands earn credibility and build relationships.
Technology powers these relationships, offering new ways to reach, engage, and measure audiences. Artificial intelligence, for instance, can help brands understand consumers, but without culturally diverse data, it misses the nuances that define communities. Human insight is critical to ensuring inclusion and minimizing bias.
On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising andPresident of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurablebusiness impact for brands.
Storytelling has long been recognized as a powerful way to bridge differences and build empathy across communities. To advance health equity, stories that transform complex medical terms and statistics into human experiences can break down barriers and even save lives. When people hear from survivors or caregivers who share their culture, language, or background, it fosters trust, a crucial stepin opening access and promoting advocacy within historically marginalized communities.
Health equity means people have access to resources specific to their needs, not simply offering the same solution to all. Equality may give everyone a bike, but equity ensures each bike is suited to its rider. In breast cancer care, thisdistinction is life-saving. Black women in the U.S. are 40% more likely to die from breast cancer than White women, despite similar screening rates. Latina women are often diagnosed later, when treatment options are fewer. These disparities stem not from personal choice but systemicbarriers such as language gaps, misdiagnoses, and limited access to culturally competent care.
Addressing these inequities requires intentional, culturally relevant programs that provide wraparound support. Initiatives like patient navigation services, bilingual resources, and financial aid assistance help dismantle barriers and guide patients through overwhelming diagnoses, ensuring they are not left behind. Partnerships with faith communities, advocacy groups, healthcareproviders, and media allies are also important in expanding the reach of resources while demonstrating a commitment that extends beyond awareness months.
The future of storytelling in multicultural marketing within healthcare requires authenticity and accountability. Communities expect organizations to listen, act, and show up consistently in ways that align with their values.
In this episode of The New Mainstream podcast, Nikki Hopewell, Director of Multicultural Marketing at SusanG. Komen, shares how storytelling, equity, and authenticpartnerships intersect to advance breast cancer awareness and care.
Artificial intelligence (AI) is rapidly reshaping society, but with its transformative power comes pressing ethical, cultural, and social questions. The conversation around AI often centers on new capabilities, but equally important are the implications for equity, transparency, and human values.
A key concern is the concentration of AI development in a handful of industries, particularly technology and finance, which risks creating tools that benefit only a narrow segment of society. When innovation prioritizes speed and competition, the so-called “AI race” can result in systems being released prematurely, riddled with bias, or inaccessible to much of the global population.
Language representation in AI models is another critical issue. Many large language models are predominantly trained in English, resulting in the underrepresentation of other languages and cultural perspectives. This imbalance not only limits accessibility but also reduces the quality of AIoutputs. Advocates stress that LLMs trained on multicultural data lead to better, more representative systems, onescapable of reflecting the world’s diversity rather than reinforcing existing biases and stereotypes.
Still, the potential for AI to drive positive impact is significant. From creating accessible tools for immigrants navigating new systems to providing voice-based digital companionsfor older adults, socially conscious applications of AI can foster inclusion and improve quality of life.
On this episode of The New Mainstream podcast, Norman Valdez, CEO of BrainTrainr, discusses the urgency of developing responsible AI and highlights both the dangers ofexclusion and the opportunities for technology to serve as a force for good.
Money habits aren’t formed in a vacuum. They’re shaped by the crises we live through, the culture we’re raised in, andthe tools we trust to manage our future. Today’s financial landscape is being redefined by generational shifts, cultural influences, and emerging technologies, like artificial intelligence, each impacting how people save, spend, and invest.
Gen Z is proving to be more disciplined and frugal than Millennials, driven by the economic crises they’ve witnessed in their households and their determination to avoid the same pitfalls. They’re saving earlier, budgeting more carefully, and leaning on side hustles to build financial security. Millennials, however, often lean toward spending on experiences, despite having endured many of the same economic setbacks. These differences highlight howcontext and culture influence money decisions in ways that numbers alone can’t explain.
Race and ethnicity also significantly influence financial priorities and levels of trust in financial institutions.Disparities in homeownership, retirement readiness, and perceptions of financial health remain stark, underscoring the need for inclusive financial education and culturally relevant outreach. Providing access alone falls short of creating solutions that meet people where they are.
And while technology is reshaping the landscape, trust remains a hurdle. Many consumers are open to using AI forsimple financial tasks, but skepticism grows when higher stakes are involved. The key is balance. Pair AI with human oversight, clear guardrails, and transparent communication to build confidence across generations.
On this episode of The New Mainstream podcast, Aijaz Hussain Shaik, Senior Director of Thought Leadership & Research at Empower, unpacks how generational shifts, cultural influences, and technology are redefining financial behavior and what it takes to create more inclusive financialsystems.
Veterans are undoubtedly our nation’s heroes. They bring with them a set of skills honed through years of service, skills that, if clearly communicated, can achieve the same success in business that they achieved on missions. The key to transferring these skills to civilian roles is breakingdown what was done in a military context into terms that show hiring managers how those capabilities can drive results for a company.
Yet too often, employers overlook or diminish this value. Without awareness, unconscious bias and outdated stereotypes can pigeonhole veterans into narrowroles. The reality is that the discipline, strategic execution, and situational awareness cultivated in service are exactly what organizations need to navigate the complexity of the marketplace and rally teams toward common goals.Employers who are intentional about being inclusive and who make the effort to understand these skills gain access to a high-performing, job ready talent pool.
Community-building within organizations amplifies that impact. Veterans’ networks, for example, offer mentorship and onboarding support from the start of the hiring process.Once hired, employee resource groups provide safe spaces that foster belonging, educate allies, and dismantle biases, ultimately creating an inclusive workplace culture. Even smaller companies can take meaningful steps by partnering with local veteran groups to source talent or provide job training.
In this episode of The New Mainstream podcast, Ari Friedman, Talent Development Manager, Global Early Careers at Microsoft, offers strategies for translating military skills into business impact and creating workplaces where veterans can thrive, benefiting both talent and employers alike.
As the workforce becomes increasingly diverse—not just in terms of race and ethnicity, but also in education, language, and lived experiences—brands must rethink how they communicate internally. It's not enough to craft a compellingmessage if it isn’t understood, or worse, if no one cares.
For communication to be effective, it must be accessible, relevant, and actionable. Employees need to clearly grasp what the message means for them and what, if anything, they’re expected to do next. Without that clarity and connection, even the most well-crafted message falls flat.
Effective internal communication begins with empathy, which starts with recognizing the diversity of today’s workforce. Across a single organization, employees mayspan multiple job shifts, job functions, languages, education levels, and cultural backgrounds. Inclusive communication must be multilingual, multi-channel, and well-timed to meet people where they are, both physically and cognitively.
Traditional top-down communications often fall short because they’re designed for a single type of audience. However, when messages are designed with a broader range of identities in mind, and supported by data, feedback, and direct human connection, they drive authentic engagement and build trust. Employees feel seen, heard, and valued, and they recognize the company’s effort to include them.
When language barriers exist, translating core messages into employees’ native languages and using transcreation to adapt them for cultural context becomes essential. Communication plans must consider how different audiences will interpret a message, what cultural context might alter its meaning, and, most importantly, why they should care.
In this episode of The New Mainstream podcast, Jenna Marston, Communications Manager at BASF, shares how she uses inclusive, multilingual strategies to engage employees across geographies, leveraging an approach rooted in activelistening, cultural awareness, and authentic connection.
People make assumptions. While that may seem like a common character flaw, it can have serious implications on brand perception. When marketers rely on outdated stereotypes and beliefs about the American public, they are ignoring the complex reality in which consumers live. Today’s consumer is far more nuanced than the binary labels imposed upon them, e.g., Democrat vs. Republican. Clinging to binaryframeworks in a rapidly shifting cultural and political landscape leaves brands vulnerable to costly missteps.
To avoid pitfalls, brands must do the work upfront. Trust in traditional institutions may be eroding, but people still want something to believe in. This creates opportunities for marketers to partner with market researchers to do a deepdive into the cultural drivers that activate and define theaudiences being engaged.
But navigating today’s sensitivities requires more than curiosity. It demands intentionality. Brands must know who they are, know who they’re speaking to, and test their messaging, values, and assumptions across lines of identity.Many Americans share core values like freedom and fairness, but how those values are interpreted depends on who you ask. That’s why words matter.
There’s often a gap between what brands think their words mean, what they intend them to mean, and what people actually hear. Closing that gap is critical. But brandsthat attempt to please everyone risk saying nothing at all. Instead, marketers are encouraged to double down on their core identity and speak directly to their audience, even if it means not appealing to everyone.
In this episode of The New Mainstream podcast, Julia Glidden, Group President, U.S. Public Affairs and Ruth Moss, SVP, Senior Client Officer at Ipsos North America unpack the findings from the newly released “Know the New America” report that explores how political, cultural, and economic shifts are transforming the consumer and business landscape.
For many entrepreneurs, success isn’t just about top-line growth. It’s seizing opportunities to break barriers and shape their identities as cultural and economic drivers. That’s especially true within the Latino community, where small businesses continue to power economic growth in both the U.S. and Mexico. But thriving in today’s marketplace requires more than determination and grit. On a practical level, it takes access to digital tools.
One of the biggest barriers for Latino entrepreneurs remains the digital gap. During the pandemic, many small business owners, particularly in underrepresented communities, found themselves forced to adapt overnight. They made a digital leap in three months, setting up e-commerce and learning video conferencing, that others took years to accomplish. Their determination highlights a crucial truth for marketers: to reach multicultural audiences, you must meet them where they are, not where you assume they should be.
Adaptation means more than bridging the digital divide, however. Global companies have traditionallyviewed Mexico as just a source of inexpensive labor or materials. But today, it’s a hub for innovation, driving change not just in Mexico but worldwide. For brands, this means rethinking how they engage with the Mexican and broaderLatin American markets, seeing them not just as suppliers but as partners and sources of influence.
In this new episode of The New Mainstream podcast, IsraelSerna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration isreframing what it means to do business in a global, multicultural economy.
Inclusive marketing isn't just about doing the right thing—it’s about doing what works. When companies fail to speak the cultural language of their audiences, they risk more than lost market share. Brands lose trust, relevance, and relationships. But when inclusion is rooted in strategy rather than performative gestures, it becomes a powerful business driver for long-term growth. Even in industries not typically associated with emotional connection, like utilities or manufacturing, marketers can find more meaningful ways to engage. That starts with listening to real people, using data to understand their needs, and communicating in ways that reflect their everyday lives. The goal isn’t to craft the perfect message for everyone as much as it is to show each group that they matter.The same applies inside the workplace. Inclusion has to go beyond written policies and procedures and glossy posters on the wall. It must be part of everyday actions being taken and decisions made, showing up in how people are treated, included, and supported. That means being mindful of the different life experiences employees bring, whether they have children or not, are married or single, or navigate life in a myriad of other ways, and ensuring every team member feels valued. When inclusion is lived, not just stated, it creates a culture where people feel safe to contribute, grow, and thrive.In this episode of The New Mainstream Podcast, Crystal Marie McDaniels, Senior Manager of Product Marketing & Acquisition (B2B) at Duke Energy, shares how leading with inclusion in the marketplace and the workplace builds stronger brands and better teams.
Trust is at the heart of effective communication today, particularly when it comes to science and healthcare. In a time when mistrust of institutions is growing, communicators must prioritize building authentic connections rather thanrelying solely on facts and figures. It’s not just about relaying information. Brands must understand audience concerns and engage in storytelling that resonates with people’s core values.
Employees are brands most powerful storytellers. Their real-life experiences help humanize organizations and build credibility both internally and externally. Tapping into employee stories not only enhances brand trust but also strengthens employer branding efforts, particularly as competition for talent intensifies.
In addition to positioning employees as brand ambassadors, research plays a crucial role in brand building. Balancing qualitative and quantitative methods enables organizations to gain a deeper understanding of stakeholders and craftmessaging that is both authentic and effective. Whether preparing for a rebrand or launching a major campaign, starting with research ensures the strategy is informed and adaptable.
Inclusivity remains critical. Organizations that reflect the diversity of their customers and workforce cultivate stronger connections and build loyalty across both external and employer brands. Authentic, inclusive storytelling elevates underrepresented voices and drives measurable business results, helping brands navigate complex expectations from various stakeholder groups.
In this episode of The New Mainstream podcast, Kate Smiley, Head of Global Employer Brand at GE Healthcare, emphasizes that in an era of skepticism, trust is essential. By combining storytelling, research, inclusivity, and emerging technologies like AI, brands can build authentic relationships and achieve real business results.
Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.
Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises seriousethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.
The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticityand resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personaland real.
Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumershapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
Despite America’s growing diversity, multicultural marketing continues to face persistent underinvestment andinconsistency. While Black and Latino consumers make up approximately 30% of the U.S. population, early multicultural campaigns received less than 5% of national advertising budgets, a gap that has improved slightly but remains amajor challenge today. Even now, multicultural efforts are often the first budgets cut when financial pressures arise, undermining brand loyalty and growth opportunities.
There has been a shift from language-driven strategies to culture-driven ones. In the past, Spanish-language media buys were often seen as enough. Today, success demands deeper cultural insight, recognizing that diverse consumers live multigenerational, multiracial, and bilingual realities. Authentic connection, not just language, is now the key to meaningful engagement.
Brands like Honda offer a blueprint through initiatives like Honda Stage, which uses music as a universal passionpoint to unite diverse audiences organically without forcing segmentation. Meanwhile, missteps like Target’s recent DEI pullback show how quickly consumer trust can erode when companies abandon their multicultural commitments.
Another critical takeaway is the growing importance of first-party data and minority-owned media partnerships.As privacy regulations limit traditional targeting methods, collaborating with platforms that genuinely understand their audiences becomes even more valuable.
Ultimately, brands must shift away from chasing fleeting viral moments and instead focus on building real, lasting community relationships.
In this episode of The New Mainstream podcast, Randy Gudiel, SVP, Media Director at Orci, shares valuable insights on why consistency, cultural authenticity, and sustained investment are now essential for brands that want to thrive in an increasingly diverse marketplace.
Meet Our Guest:
Randy Gudiel is a media strategist with over 15 years of experience in media planning, buying, and integrated marketing. He began his career in General Market advertising, supporting automotive and hospitality brands. Early in his career, he transitioned into multicultural marketing—where he led media strategy for clients in financial services, tech, government, CPG, and gaming, helping them better connect with Hispanic, Asian, and African American audiences.
Today, as SVP, Media Director at Orci, Randy leads cross-channel, performance-focused media strategies rooted in cultural relevance, consumer insight, and a Hispanic-first perspective. His work reflects the understanding that effective multicultural marketing starts with intention, not adaptation. His current portfolio spans categories includingentertainment, automotive, and grocery, with a focus on building media plans that center Hispanic audiences while thoughtfully engaging the broader multicultural landscape.
Over the course of his career, Randy has also supported clients in healthcare, nonprofit, QSR, and entertainment—bringing a thoughtful, data-informed approach to every challenge.
A first-generation Guatemalan-American, Randy brings a valuable blend of lived experience and strategic expertise to the work, ensuring that every plan is inclusive, intentional, and built for impact.
Despite the U.S. being home to the second-largest Spanish-speaking population in the world, investment in multicultural marketing, particularly Hispanic marketing, remains disproportionately low, representing just 6–7% of total ad spend. This is a missed opportunity and a risk for brands looking to stay relevant in an increasingly diverse marketplace. Ignoring this reality isn’t just shortsighted,it’s bad business. To stay competitive, brands must reflect the communities they serve. Today’s consumers, especially Millennials and Gen Z, more than half of whom are multicultural, demand more than generic messaging. They value authenticity,cultural relevance, and purpose. These digital natives engage with brands across social media, streaming, and other digital platforms. For them, it's not just about what brands sell but the stories they tell on these platforms.
Telling those stores, however, has become increasingly difficult. Some brands may revert to “total market” approaches for short-term gains amid political tensionand economic uncertainty. But playing it safe often results in diluted messaging that fails to connect meaningfully with any audience. Multicultural marketing isn’t going away. Itis central to business strategy and, perhaps more importantly, business longevity. And here’s why.
Demographic shifts aren’t coming; they’re already here. The U.S. is on the fast track to becoming a multicultural majority. Even as some companies quietly rebrand or downplay DEI efforts, multiculturalism is moving forward. “Inclusive growth,” which links diversity to tangible business outcomes, is emerging as a competitive advantage for forward-thinking brands.
Others, however, treat multicultural marketing as an add-on rather than a strategic priority, often due to a lack of leadership, education, or long-term vision. Change must start at the top. Executives need to empower their teams, invest in insights, and reimagine how they engage because doing so pays off.
In this episode of The New Mainstream podcast, Hernan Tagliani, President and Founder of Tagliani Multicultural, explores how shifting demographics are redefining marketing and explains why brands that fail to invest in multicultural marketing risk being left behind.
Despite the headlines, rollbacks, and legal battles, the conversation around race has never been more crucial for marketers and businesses. While diversity and inclusion (D&I) often dominate discussions, doing so serves only as adistraction from the broader concerns surrounding the racial dynamics embedded in our society. The issues of race aren’t simply about diversity. They are structural and historical and are tethered to the fabric of consumer behavior.
Race has been a determining factor in shaping how consumers experience various markets, from grocery stores to hospitals. It’s not enough for companies to aim for a "diverse" customer base. They must understand the unique racial dynamics at play. Without acknowledging the social and historical factors behind these dynamics, marketing strategies fall flat and fail to resonate with the very consumers they aim to engage.
However, addressing race in marketing requires deeper engagement with communities, not just performative gestures. Companies often fall into the trap of "woke-washing," offering initiatives that sound good but lackauthentic connection. Consumers, especially those from marginalized groups, can quickly see through these disingenuous efforts. This can damage the trustbusinesses work hard to build, which is crucial for lasting brand loyalty. A meaningful, long-term focus on racial equity, in both action and strategy, is essential for companies to succeed in this increasingly diverse market.
The latest generation of marketers is entering the workforce with a heightened awareness of these issues, but they face significant challenges when discussing race within a business context. Learning to address these issues with sensitivity and data-backed insights will ensure that brands not only avoidperpetuating harmful stereotypes but also foster more genuine, inclusive relationships with their audiences.
In this episode of The New Mainstream podcast, Dr. Sonya A. Grier, Kogod Eminent Scholar Chair in Marketing at the Kogod School of Business at American University, examines how race influences consumer behavior and why businesses must go beyond diversity to create inclusive marketplaces.
Meet Dr. Sonya A. Grier:
Sonya A. Grier is the Kogod Eminent Scholar Chair in Marketing, at the Kogod School of Business at AmericanUniversity. Her expertise spans issues of race, diversity, and equity at the intersection of markets and society. She has examined the racial dynamics underlying consumption issues in gentrifying neighborhoods, digital marketing to youth of color, and racialized food marketing. Sonya builds on her expertise to identify how inclusive marketing practices can enhance individual, community, and societal well-being.She shares her research in academic journals, photographic narratives, and two award-winning documentary films. Sheremains connected to practice through consultations with diverse organizations across business, government, and non-profit sectors. Dr. Grier is a co-founder and current President of the Race in the Marketplace (RIM) Research Network, which has nurtured the sub-field aimed at advancing our understanding of the role of race in markets.
Influencer marketing has evolved into a powerful strategy for brands looking to engage diverse audiences. Influencers leverage their broad reach to drive awareness and inspire consumer buy-in, while creator marketing enables passionate content creators to engage and connect with niche communities. Brands are increasingly incorporating both approaches into their communication strategies, with social media being a key platform.
However, with both approaches, the goal goes beyond brand visibility. It’s about achieving third-party validation, where trusted voices, such as influencers or creatives, endorse a brand. While these endorsements may be paid, the willingness of these individuals to put their reputations on the line for a brand speaks volumes. This is essential for building consumer trust, as audiences connect more deeply with authentic experiences shared by relatable individuals than with traditional advertising.
A key aspect of this is ensuring that influencers and creators genuinely reflect the audiences brands aim to reach and ensure they are compensated fairly based on engagement and reach. By prioritizing this, brands can cultivate stronger,long-term relationships with influencers and creators. This approach benefits all parties—influencers and creators feel valued, and brands gain more authentic brand advocacy.
One of the biggest mistakes brands make with creator and influencer marketing is dictating content rather than trusting the influencer or creator to do what initially drew the brand to them. While key messaging is necessary, giving them thefreedom to be creative ensures the content feels natural and authentic. When they seamlessly integrate brand messages into their content, it enhances both engagement and credibility.
In this episode of The New Mainstream Podcast, Gabe Mederos, Vice President of Creator Marketing with Edelman, discusses the importance of authenticity, diversity, and relationship-building in creator and influencer marketing.
Meet Gabe: Gabe is a creator marketing professional with extensive experience in influencer relations, strategy development, content strategy, analytics, and leadership. AUniversity of Toronto graduate with over 19 years of PR and communications experience in corporate, not-for-profit and government, Gabe has completed his social media and digital marketing certification. Gabe has held senior digitalroles at top Canadian brands such as Scotiabank, TELUS, and Nestlé Purina PetCare.
Gabe is currently a Vice President of Creator Marketing at Edelman, where he heads up the creator marketing function for an assortment of clients in Canada, including Samsung, Microsoft, PepsiCo, and eBay. Gabe is also an Instructor at Humber College, where he teaches social media and digital marketing.
The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeperemotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making decisions that align with their core values.
In today’s competitive marketplace, companies are not only navigating fluctuations in market demand but also facing intense scrutiny in the court of public opinion. Take Target, for example. Once celebrated for its commitment to diversity, equity, and inclusion and its thoughtful multicultural marketing campaigns, the retailer now faces boycotts from consumers and the loss of popular brands that once graced its shelves.
As many brands discovered in 2020, companies that stay true to their mission, vision, and values resonate more deeply with consumers. People invest in brands that align with their values, and when companies genuinely uphold their principles, their community will support them.
In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can helpbrands thrive, even when faced with challenges.
The perception of masculinity is evolving. Historically, men have been socialized to be providers—strong, confident, and financially successful. However, shifts in culture, gender dynamics, and societal expectations have tipped the scales. As women gain economic independence and redefine their roles, many men find themselves at a crossroads, navigating new expectations of identity and purpose.
Rigid societal definitions of masculinity have given rise to phrases like “man up” and “turn in your man card,” which reinforce outdated ideals and make those who deviate from them feel inadequate—both by women and other men. However, data shows that traditional markers of masculinity, such as hypersexuality and the “perpetual bachelor” persona, are losing their appeal.
As these outdated constructs fade, fatherhood, for example, is emerging as a defining trait of contemporary masculinity. While past generations focused primarily on financial provision, today’s fathers take pride in active parenting, embracing their role as engaged caregivers. This shift is reflected in branding and media as advertisers move away from the clueless dad trope and toward representations of nurturing, competent fathers who confidently handle household tasks, from doing laundry to joyfully playing dress-up with their daughters.
Despite progress, challenges remain. Many men still struggle with emotional expression, and societal expectations often discourage vulnerability. However, conversations around masculinity and mental health are becoming more mainstream, signaling slow but meaningful change.
On this episode of The New Mainstream, Whitney Dunlap-Fowler, Owner and Chief Brand Strategist, of Touch of Whit Creative, explores shifts in masculinity and their impact on culture, relationships, and branding.