‘The Future is Female, Multi-colored, and Marvelously Different’

Everyone can learn from the female energy in our lives and women’s contributions as much as we have to learn from males, ungendered or multiculturals, without it being mutually-exclusive, a diss on others, or descending into divisiveness, reparation for the past, or white male bashing. America is not perfect, but it’s the only place in the world you can start with nothing and end up with your own thriving business, and despite the blemishes, get a fair chance. I know. I’ve lived around the world. And with gender and ethnic fluid GenZ on the horizon, the best is yet to come. Marvelously different is America.  By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION

Could Gen Z Be Key to Coming Together and Setting Higher Standards for Brands?

 

The U.S. is rich in complicated history and diversity. While we may contend with a divisive society, Gen Z, could be key to bringing us together and elevating brand standards at the same time. As the first multicultural majority generation, Gen Zers under 18 are fueling culture plus interpreting and reinventing the American theme—and that is having an impact on Main Street and on Wall Street.  By: Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

A Brand Manager’s Guide to Effective Multicultural Marketing

Consumers are paying more attention than ever to how companies navigate social and racial justice issues and reward brands that align with their values. Getting it right, though, can be a daunting task, even for experienced brand managers.  By Roy Eduardo Kokoyachuk- ThinkNow

Global Sports Sponsorships are Shifting East and Growing into New Categories [REPORT]

The disruption and uncertainty that the global COVID-19 pandemic has created has been particularly harrowing for global sports, which is consequently changing the value of sponsorship. Yet as the health crisis remains a notable factor for most businesses and industries around the world, China’s economy was recovering broadly at the end of 2020, and that will bleed into the country’s involvement in sports sponsorships.

Brands Need Cultural Fluency to Survive & Thrive

Today’s multicultural teens and parents ages 25-49 have little tolerance for being disrespected by brands. According to a recent study by the Cultural Marketing Council: The Voice of Hispanic Marketing (CMC), more than half of people ages 13 to 49 have quit a culturally illiterate brand, saying it offended them or disrespected their values—that number skyrockets to 72 percent among Black female parents  ages 25 to 49. Thirty percent of teens and adults who have already quit a brand also said advertising adjacent to offending content was the reason for a brand break-up.  By Nancy Tellet, CMC Research Chair, Culture Marketing Council: The Voice of Hispanic Council

2020 Agency Tracking Study [REPORT]

SoDA conducted three tracking studies in 2020 to better understand how agencies were navigating the disruption, areas of operational readiness, financial performance for the year, and the initial outlook for 2021.

Driving Strategic Media Value

Media is one of the key strategic pillars in any marketing strategy. Progressive marketers view media as an investment that will drive business growth in both the short and long term, and this is elevating media as a focus for Chief Marketing Officers.

CULTURAL COMFORT, SILOES AND STRESS IMPACTS GEN Z TRUST CIRCLES

According to a study by the Culture Marketing Council: The Voice of Hispanic Marketing (CMC), despite a multicultural majority among the under-18 age segment, most non-Hispanic white (NHW) teens do not experience the MC majority reality in their daily lives—from their schools and neighborhoods to their friendships online and in real life. Regardless of race or background, teen stress levels are high, trust circles are tight and vary among kids and parents, depending on culture, age, and experience with organizations and institutions.

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