Marketing
Cultivating and Committing to Cultural Competence
In today’s multicultural world, companies can’t ignore “cultural competence” — the ability to understand the intricacies, honor the differences, and work effectively with people from diverse backgrounds. By Daisy Cabrera
What Brands Get Wrong About the New America, Navigating Cultural Nuance [PODCAST]
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.
In the Age of AI, Ethical Data Is a Brand’s Most Valuable Currency
As technology evolves and AI continues to move at the speed of light, major advertising holding companies are acquiring AI firms and developing proprietary platforms at a rapid pace. Data-driven insights, campaign automation, and predictive targeting are being turbocharged by these acquisitions. In this way, holding companies are beginning to look and act more like platforms and are reshaping the infrastructure of modern marketing.
The evolution of commerce media: Navigating a new era in advertising
Advertising is the industry that won’t sit still. Over the past three decades, the industry has morphed again and again. Brands once reached people primarily through mass media like TV, print, and radio, gaining precious few consumer insights. The internet changed all that with targeted and interactive campaigns online. More recently, retail media networks (RMNs) helped retailers enter the media business. Leveraging shopper and transaction data, RMNs help brands reach prospective customers through their websites, apps, and even off-site channels.
How can you approach the CFO to argue for greater investment in your brand?
The message from the fourth floor was loud and clear: “We need to reverse declining revenues.” Carol, the CMO of a medium-sized pet food brand, knows well that she needs to translate her business’s ambition into focused brand objectives for her marketing team.
ANA/4As Standardized RFI Template for Marketing Services
The primary objective of a Request for Information (RFI) in selecting marketing services is to provide the advertiser a baseline understanding of various marketing solution providers and their capabilities, particularly when the potential solutions are numerous or unclear. The RFI acts as a screening tool, allowing an advertiser to gather fundamental information from various agencies about their location(s), size, expertise, creative and/or media approaches, data capabilities, and overall fit.
CMOs Must Adapt Their Brand Strategy as Survey Shows 70% of Consumers Tighten Spending, Shift to Smaller Purchases, and Adjust Savings Habits
As U.S. consumers adjust their behaviors due to concerns over possible price increases due to tariffs, CMOs must prepare now to adapt their brand strategy, positioning and messaging in order to compete, according to Gartner, Inc.
The Impact of Immigration Enforcement on Hispanic Communities and Businesses
As a Hispanic agency based in Los Angeles, we’re not just observing what’s happening—we’re living it alongside our families, neighbors, clients, and colleagues. The recent immigration enforcement activity across many cities in the U.S. has disrupted lives, created fear, and sparked protest. It’s affected people where they live, work, and shop.
Latino Entrepreneurs, Mexico, and the Market Opportunity Brands Can’t Ignore [PODCAST]
In this new episode of The New Mainstream podcast, Israel Serna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration is reframing what it means to do business in a global, multicultural economy.
Cannes artists: the rise and rise of fake award entries.
By Gonzalo López Martí - Creative Director What is false and what is real in 2025? Would you break up with your significant other because they have fake breasts, fake nose, fake hair, fake teeth, a fake waistline, Turkish hair plugs or a Brazilian butt lift? Welcome to the French Riviera.
The HMC 2025 Hispanic Market Guide challenges marketers to follow the growth and prioritize cultural COMPETENCY for brand success [DOWNLOAD for FREE]
The Hispanic Marketing Council (HMC) has released its highly anticipated 2025 Hispanic Market Guide as a roadmap to help marketers effectively and authentically connect with the top U.S. growth market: Latinos. The guide features business-building cultural insights, economic and sector data plus reports on media consumption, purchase behavior and Hispanic creativity.
2025 Hispanic Market Overview Report – DOWNLOAD for FREE
HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2025 Hispanic Market Overview – titled “VOZ of The American Influencer”
From 2023 to 2024, the Hispanic or Latino population increased by 1.9 million; this gain was larger than the change for all other race and ethnicity groups combined.
The U.S. population age 65 and older rose by 3.1% (to 61.2 million) while the population under age 18 decreased by 0.2% (to 73.1 million) from 2023 to 2024, according to the Vintage 2024 Population Estimates released today by the U.S. Census Bureau.
Diversity, Equity and Inclusion 2025 CHAPTER TOOLKIT [REPORT]
In recent years, diversity, equity and inclusion (DEI) initiatives have faced challenges across various sectors, from corporate boardrooms and state legislatures to educational institutions and government agencies Amid debates over affirmative action and diversity metrics, the need for robust DEI policies remains critical These discussions underscore the complexities of integrating diverse perspectives and the ongoing necessity for constructive dialogue
POV: What the Pew LGBTQ+ Report Means for Inclusive Brands This Pride Month and Beyond
At SSG, our national study with Target 10, “From Blocked to Unlocked: Unlocking Growth Through Authentic LGBTQ+ and Ally Engagement*,” was conducted in 2024 with over 1,600 LGBTQ+ and ally respondents through both quantitative and qualitative research. The study found that 67% of LGBTQ+ individuals and 60% of allies are more likely to engage with advertising that reflects multiple aspects of their identity, including race, gender, and sexuality. Marketing does more than drive sales. It shapes perception, signals inclusion, and influences belonging.
The Experiences of LGBTQ Americans Today [REPORT]
June 26, 2025, marks 10 years since the Supreme Court ruled in Obergefell v. Hodges that the right to same-sex marriage is guaranteed across the United States. The decision, which represented a major change in U.S. family law, reflected shifting public opinion on same-sex marriage. In 2004, 31% of Americans supported it, while 60% opposed. By 2015, 55% supported same-sex marriage, while 39% opposed. And support has continued to grow: In 2023, 63% of Americans expressed support for same-sex marriage.
Beyond Trends: How Gen Z Spending Habits Are Reshaping the Market
Forget everything you thought you knew about consumer loyalty – Gen Z is rewriting the rules with every purchase. Recognizing this trend, many brands are now leveraging marketing-to-Gen-Z strategies to better connect with these digital natives. Born into an era of constant connectivity and social change, they hold unique expectations. They demand authenticity, transparency, and ethical practices from the brands they support. Unlike previous generations that trusted traditional advertisements and in-store experiences, Gen Z spending habits rely heavily on digital interactions and peer recommendations. This shift compels businesses to adopt holistic marketing strategies that integrate ethical stances, digital ecosystems, personalized engagement, and strong financial sensibility.
Cultural Inclusion Isn’t a Campaign, It’s a Strategy
At Cannes Lions 2025, Carlos Santiago, CEO of Santiago Solutions Group, Inc., Co-Founder of ANA AIMM , and Co-Architect of the Cultural Inclusion Accelerator™, made a strong case for why cultural inclusion is more than a trend. It’s a critical driver of brand relevance, consumer trust, and scalable business growth.
The Cuban Dividend: A Refugee’s Perspective
I arrived in the United States in the fall of 1967, a child of exile brought over by my family on one of the now-historic Freedom Flights. Like so many others fleeing Fidel Castro’s regime, we came not in search of comfort, but of freedom. We left behind everything we had ever known—our home, our friends, our sense of certainty—in exchange for the chance to begin again in a country that, even then, represented possibility. By Tony Hernandez
