The New Mainstream podcast features real conversations about the cultural nuances impacting multicultural communities in the U.S. and its influence on brand marketing and the importance of DEI in strategic marketing conversations.
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AI and the Evolving Market Research Landscape with Dan Comenduley
37:17
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The pandemic didn't create new consumer trends butsignificantly 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 lik…
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The Enduring Importance of Inclusive Marketing in a DEI Adverse World with Devoreaux Walton
36:05
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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 conn…
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The Cross-Cultural Advantage: Michael Roca on Rethinking Multicultural Marketing with Michael Roca
45:22
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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 r…
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How Inclusive Design is Impacting the Future of Work with Ryan Anderson
45:11
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Younger generations of workers have fully embraced the "work from anywhere" concept, prompting employers torethink 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, andorganizations are now adj…
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Marketing in a Multicultural World: From Niche to Core with Glory Alcántara
49:14
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Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche orspecialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the coremarketing approach. This shift inv…
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Multicultural Marketing: Bridging the Gap with Contextual Technology with Tony Gonzalez
41:29
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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 emb…
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Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers with Dawn V. Carr
37:45
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Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their culturalimpact 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 compl…
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Revealed: The Critical Role of Brand Strategy in Business Success with Darren Horwitz
39:00
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Whether refreshing an existing brand orlaunching 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 merelyidentifiers, visual representations of a brand’s ideals. But branding goes deeper than that…
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Is Market Research Poised for Sustainable Growth in the AI Era? with Michael Nevski
43:35
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Effective market research goes beyond understanding trends to identifying opportunities in the market. But many companies struggle to translate data insights intotangible financial gains. This struggle stems from a tendency to diminish the significance of market research instead of acknowledging its profound potential as a revenue generator. Failin…
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Diverse Teams Can Transform Market Research: Authentic Insights Ahead with Kai Fuentes
47:45
47:45
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Diversity isn't just about optics. Today’s consumers prioritize authenticity and base their purchase decisions on how brands show up. But authenticity does not start when the products hit the shelf. It must be woven into every stage of the go-to-market strategy, including market research – from panel recruitment and survey design toselecting modera…
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Bridging Cultures, Elevating Wellness: The Future of Multicultural Marketing with Will Campbell
42:19
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42:19
Today's consumers are confidently embracing their authentic identities, and forward-thinking brands are following suit. Inclusive beauty giants like Ulta Beauty proudly defy gender norms, while others prominently feature same-sex couples and individuals with disabilities and promote body positivity in their advertising campaigns. On the flip side, …
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Revolutionizing Sports Fandom: Engaging Young Bilingual Latino Fans with Jesus Chavez
50:05
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In the dynamic landscape of sports fandom, one demographic stands out for its potential to reshape the future: young bilingualLatino fans. These individuals bring a unique perspective to sports, craving innovative ways to express their passion for the game. But that passion goes beyond the field to the experience, whether tailgating or engaging wit…
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Can the Insights Industry See Itself Clearly? with Ali Henriques
31:36
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As Women's History Month approaches each year, theremarkable strides women have made in business become increasingly clear. However, despite these advancements, certain industries, such as the insights industry, continue to struggle with leadership inequities and a lack of workforce diversity. While the insights industry prides itself on understand…
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Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor with Beatriz Acevedo
41:49
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The evolution of financial technology, commonly referred to as 'fintech,' has undergone a remarkable surge in recent years, empowering consumers to conduct their banking activities on their terms from any location. So high is the demand for online financial tools that banks like Bank of America, which started shuttering its drive-through teller lan…
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Overcoming the Limits of Multicultural Marketing with Javier Farfan
49:53
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While diversity and inclusion have recently come under fire in several industries, the expectation consumers set in 2020 for brands to be more inclusive stands. A ThinkNow study revealed that over 45% of consumers are willing to go out of their way to shop at a store they've never frequented if the brand has made a public commitment to D&I. Forty-s…
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Inclusive Farm Bill Advocacy: Advancing Food Justice for All with Christina Wong
33:51
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Soaring interest rates on borrowing and sharp increases infood prices have become harsh realities for many Americans. While there is speculation about inflation easing, the stark reality is that millions of Americans grapple with food insecurity. Many argue that the food system in the U.S. is fundamentally flawed. Despite boasting the world's large…
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DEI: The Secret to Building High-Performing Inclusive Workplaces with Maria Morukian
36:46
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Consumers are demanding more from brands when it comes todiversity, equity and inclusion. They are tired of the social polarization surrounding DEI and how these concepts are exploited to foster division and isolation. They support brands committed to creating a culture of respect and understanding where everyone feels valued, seen and heard in the…
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How Fintech is Changing the Way Gen Z Manages Money with Lilah Raynor
30:37
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Americans are feeling the pinch in their wallets, with fears of a government shutdown looming and prices for everyday goods and services rising. Consumers have been on an economic roller coaster for a few years due to COVID-19, which left millions jobless, and George Floyd's murder, which sparked national protests for social justice. These events h…
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Embracing Natural Curls: The Rise of the Natural Hair Market with Stephanie LaFlora
32:01
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Over 60% of the population has curly hair, but not everyone loves their curly locks. Cultural norms in the U.S. tend to equate attractiveness and professionalism with straightened hair, while natural coils are often stigmatized as too ethnic and unprofessional. There is a hierarchy of hair texture, with straight hair sitting at the apex. Consequent…
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How Market Research Can Help Brands Connect with Black Consumers with Pepper Miller
34:08
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Mainstream media often focuses on the economic and racialdisparities that plague Black communities, and brands misunderstand and misrepresent Black Americans in advertising. Despite this, BlackAmericans are a resilient consumer group with $1.6 trillion in purchasing power and undeniable influence on American culture. But reducing Black Americans to…
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How DEI Helps Companies Build Early Career Talent Pipelines and Strengthen Employer Brands with Henal Majethia
31:13
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The workforce is evolving, and with it, expectations of companies to be more inclusive in their hiring and retention practices. Younger generations, particularly Gen Z, are entering the workforce with a strong sense of self-confidence and a clear idea of what they want in a work experience. They are willing to pass on a job, even if it pays well, i…
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How to Use Adaptative Marketing Strategies to Engage Communities and Build Brands with Dr. Raymona H. Lawrence
28:57
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Today’s discerning consumers crave personalized marketing experiences in which they feel seen and heard. The paradigm has shifted, and brands looking to stay ahead of the curve are workingto foster genuine connections with consumers by committing to inclusivity in products and services and participating in meaningful community engagement. This is p…
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What You Need to Know About the Bilingual Bicultural Hispanic Market with Maria Twena
26:25
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The American ethos of “individualism,” which prioritizes self-reliance, independence and frugality, has tremendously impacted generalmarket advertising strategies. Marketing to Hispanic consumers, however, requires a different approach. The Hispanic ethos embodies collectivism, emphasizing the belief and practice of interdependence and interconnect…
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Will AI Modernize the Insights Industry? Here Are the Pros and Cons with Rick Kelly
30:20
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The future of AI may be uncertain, but one thing isclear, it will fundamentally transform how we do business and deliver value to clients. The technology is constantly evolving, pushing boundaries and challenging our preconceived notions. This rapid evolution sparks a sense of anticipation and enthusiasm across industries. But it also raises concer…
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Driving Sustainable Change Through DEI and Employee Engagement with Sue Schmidlkofer
34:49
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June presents organizations with opportunities like Pride and Juneteenth to actively engage with and support diverse communities. But demonstrating a commitment to diversity, equity and inclusion requires a consistent and continuous effort at all levels of an organization if it’s to foster an inclusive environment in which people feel valued, seen …
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Navigating the Intersectionality of Organizational Culture and Change Management with Alissa Lieppman
30:43
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During the Fall League Meeting in 2022, the National Football League announced enhancements to its diversity, equity and inclusion initiatives across its 32clubs and the league office. Essential to the success of these initiatives is culture, and people are at the center of culture. Peter Drucker is often credited with saying that "culture eats str…
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Promoting Health Equity: Overcoming Implicit Bias in Public Health with Denise Evans
39:35
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May is Maternal Mental Health Month, a time dedicated to raising awareness about the intersectionality of motherhood and mental health. It serves as a reminder that behind the joy and anticipation of becoming a mother, there may also be hidden struggles and challenges that need to be acknowledged and addressed, like access to quality care, particul…
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The Mechanics of Effectively Engaging Asian American Survey Panelists with Iris Yim
34:47
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Implementing a multicultural marketing strategy is one of the most impactful ways brands can tap into the new mainstream. The U.S. consumer marketis speeding toward a multicultural majority. Marketers are tasked with gaining a deeper understanding of these diverse consumer segments and craftingmessaging that appeals to them and motivates them to ac…
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Beyond the Hype: Genuine Commitment to DEI in the Beauty Industry with Mia Talavera
32:33
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The racial reckoning of 2020 brought diversity, equity, and inclusion to the forefront, although the concept itself is not new. Unfortunately, many brands have taken advantage of this movement for their benefit, resulting in broken promises and hollow commitments that have undermined their reputation. However, for brands like LVMH, there is an urge…
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Gender-Neutral Roles and Representation in Advertising and the Workplace with Dana Rapoport
23:35
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The global economy runs on transportation, and if that transportation moves people or things and needs service and maintenance, technicians are doing the work. Yet less than 3% of employed technicians are women and a major contributor to that statistic is the stereotypes around who "can" or "should" be a technician. Gendered roles and responsibilit…
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Why Partnering with DEI Consultants Can Drive Meaningful Change in Your Organization with Ali Sheehan Mignone
29:57
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Regardless of size, many organizations struggle to implement effective diversity, equity, and inclusion (DEI) initiatives. This challenge can be incredibly daunting for smaller organizations that may not have a dedicated HR department or the necessary expertise in this area. Working with DEI consultants can help theseorganizations overcome these ob…
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Breaking Down Barriers: Creating Inclusive Workplaces Through Behavioral Change with Tanya Diaz-Goldsmith
38:43
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Companies prioritizing diversity, equity and inclusion often experience higher rates of productivity and increased profits. That diversity goes beyond racial and ethnic differences, however. Diversity of thought is equally important, which drives innovation and creative problem-solving. From a talent management perspective, fostering an inclusive w…
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Can Impact Investing Level the Playing Field for Diverse Founders? with Jessica Salinas
56:24
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Impact investing has emerged as a powerful tool for directing private capital toward social and environmental causes while generating financial returns for investors. This approach is particularly relevant for black and brown entrepreneurs who often face systemic barriers that limit their access to capital and resources. Many of these entrepreneurs…
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Market Researchers: Empathy Activists Dismantling Untruths with Rob Volpe
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Dynamic storytelling is a powerful way to inspire others to take a desired action. For companies and brands, this could mean purchasing a product, attending an event, or signing up for a subscription service. Consumers, who share their perspectives with researchers on what they want and need, play an influential role in shaping these narratives. By…
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Training NextGen BIPOC Youth for STEAM Careers Can Close the Wealth Gap with Dr. Hassan Brown
30:18
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Florida’s recent block of an Advanced Placement (AP) African American Studies course for high school students sent shockwaves across academia and enraged supporters. Providing all students with access to diverse educational opportunities broadens their perspectives and fosters empathy for each other’s plight. To limit those opportunities is to limi…
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From Vision to Value, Creating Scalable Employee Resource Groups with Illianna Acosta
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Volunteer-led Employee Resource Groups aim to foster inclusion, belonging, and community among employees. An ERG with executive sponsorship, a clear vision, and shared values can increase employee engagement and be a vital component of a successful organization. There are many different types of ERGs, and in recent years, organizations have focused…
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DEI and Executive Buy-In: Why Hiring and Multicultural Marketing Are At Risk with Dominique Dickson
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Diversity, equity, and inclusion have been at the forefront of public consciousness since 2020. While these tenants were commonly known in academia, awareness among the general public is relatively new. Many companies and brands, in particular, are now grappling with balancing consumer expectations for DEI and navigating their learning curve. DEI d…
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Is Your Talent Pipeline Diverse? Your Marketing Tells the Real Story with Carole Smith
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The difference between organizations that implement diversity, equity and inclusion initiatives well and those that stumble is intentionality. Two years after the deaths of George Floyd and Breonna Taylor, people of color are still waiting to see systemic change economically, politically and socially. Companies and brands that employ millions of wo…
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Corporate Investment in Small Business, the Path to Business Equity with Roberto Martinez
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Minority small businesses are driving the U.S. economy, particularly women-owned firms. Forty percent of U.S. businesses are women-owned. Black women represent the fastest-growing segment of entrepreneurs, and there are over 2 million Latina-owned businesses in the country. Large corporations have become increasingly interested in supporting small …
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Disability Inclusion: Are Your Online Surveys Accessible? with Timothy Cornelius
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One in four adults in the United States lives with a disability. Yet, many aspects of society do not accommodate disabilities, and market research is no exception. When it comes to online surveys, people with disabilities are often left out of the conversation. The surveys do not adapt to their needs, so they are inaccessible. Survey completion is …
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FinTech's Impact on Private Practice Growth with Mario Amaro
37:18
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According to a 2020 study by the American Medical Association, fewer clinicians are starting their own practices and instead seeking jobs at hospitals or larger medical groups. The economic fallout of the pandemic hit private practices hard, and many are still struggling to get patients back into the office. Some clinicians are willing to forgo aut…
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Marketing to Bicultural Latinx Consumers with Silvia Li Sam
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Consumption has changed since the pandemic, as consumers consider their lifestyles more deeply. Companies and brands are following suit, studying how their actions, systems, and beliefs impact the consumer dynamic and striving to be more inclusive in their marketing and advertising. However, not all consumers feel seen. Latinx consumers in the U.S.…
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Advancing Latino Health Equity Through Community Health Workers with Mariza Hardin
43:16
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The patient journey starts with vulnerability. There is a need yet all too often within minority communities, that need isn’t met with adequate resources. Latinos, in particular, face several obstacles to accessing health care, from difficulties finding information in their native language to a shortage of Latino or bilingual doctors. Additionally,…
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The Reckoning: Democratizing the Beer Industry with Jessica Infante
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In 1978, former President Jimmy Carter legalized home brewing beer giving rise to what we now know as craft beer. There are currently over 9,000 craft breweries in the U.S. challenging legacy beer brands for market share and consumer mindshare. As beer has evolved, brand offerings have expanded to include non-alcoholic beers and non-beer products l…
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Culture and Opportunity Drives Surge in Hispanic Boxing Fandom
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Sports fans have been predicting the demise of boxing for years, but lovers of the sport say that trope is played out. Boxing may be controversial, but its fans love the heated rivalries and public feuds that make the headlines, and they're willing to pay for ringside seats. Latinos are one of the consumer groups driving this craze that often goes …
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Diversity In Market Research, Attracting the Next Gen with Misty Wilson
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Attracting young, diverse talent to the market research industry is essential to its longevity. But this task has proven difficult to date, and it may be a matter of timing. Engaging younger generations in college could lead to greater interest in careers in insights. But that requires intentionality on the part of research companies. Engagement is…
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Multi-Hyphenated Creator Economy Disrupts Influencer Marketing 1.0 with Donnelle Branche
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From Coachella to Taco Bell, creators are monetizing their crafts to bridge the gap between consumers and brands. Powered by social platforms like TikTok, Instagram, and Twitch, the influencer market for branded and platform deals is projected to reach $28 billion by 2026. And the models keep changing. Hashtag sponsored posts – influencer marketing…
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Keeping it 200: How Latinos Navigate the American Experience with Vanessa Vigil
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Latino immigrants once feared that practicing their native cultures would make them seem "less American" and thus less accepted, so they tried to acculturate to American ways of life quickly. Fortunately, most Latinos have evolved in how they see themselves. They embrace the concept of the "the 200%" (100% Latino and 100% American) and the ability …
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Challenging Gender Stereotypes, Showing Greater Empathy with Lauren Triplett
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After taking a Behavioral Economics class at Florida State University, Lauren Triplett knew she had found her passion. Marketing bridges the gap between brands and consumers by helping marketers understand why people do what they do and purchase what they purchase. Lauren found this fascinating and spent the next few years building her expertise, i…
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Easy Solves, The Wrong Approach To D&I with Whitney Dunlap Fowler & Shazia Ginai
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People want easy solves. It’s not uncommon for companies and brands to retain the services of an expert in multicultural marketing or diversity and inclusion to be told what to do rather than coming to the table with what they want to do. You have to set the intention. While you may not know how to get there, doing the soul searching needed to unco…
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