Trends
ANA unveils winner son 2024 Multicultural Excellence Awards
The Association of National Advertisers (ANA) announced the recipients of its esteemed ANA Multicultural Excellence Awards, which featured 17 award categories, including the Best in Show honor.
Overwhelming Consumer Support for Inclusive & Diversity Initiatives
More than 8 in 10 consumers are comfortable or neutral on inclusive marketing practices, according to a new study. In fact, more than half of consumers (56%) would support or strongly support a brand that creates ads representing all groups. In comparison, only 10% (all others were neutral) would not support a brand that creates inclusive advertising, according to a new report where more than 12,000 consumers were surveyed.
America’s News Influencers [REPORT]
In the heat of the 2024 election, news influencers seemed to be everywhere. Both Republicans and Democrats credentialed content creators to cover their conventions – and encouraged influencers to share their political messages. Influencers also interviewed the candidates and held fundraisers for them.
“Driving Growth & Representation: A Conversation with Santiago Negre, Chair of the McDonald’s Hispanic Owner-Operators Association”
Last month we featured an Immigrant Archive Project tribute video to the McDonald's Hispanic Owner-Operators Association (MHOA), celebrating their outstanding leadership and contributions to the U.S. Hispanic market. Inspired by this video, we decided to follow up with a Q&A with Santiago Negre, the association’s Board Chair.
2024 Visibility Perceptions in Advertising Report Finds Supermajorities of Industry Leaders Support LGBTQ Inclusion
GLAAD released the findings of its 2024 Visibility Perceptions in Advertising, based on a survey of 200 decision-makers and marketing executives from advertisers and advertising agencies to understand perceptions, commitments, and challenges to featuring the LGBTQ community in advertising.
Less Than Half of U.S. Family Households Include Children Under 18
About 39% of U.S. family households this year included the householder’s children under 18, according to new U.S. Census Bureau estimates.
Nearly Two-Thirds of U.S. Households are Family Households
Newly released estimates from the U.S. Census Bureau’s historical America’s Families and Living Arrangements tables show that about 64% of households were classified as family households in 2024. This marks a significant change from 50 years ago, when 79% of households were family households. Family households are defined as those that include at least one person related to the householder by birth, marriage or adoption.
Multicultural Healthcare Disparities to Inform Inclusive Strategies [REPORT]
Republica Havas Health & M3 MI have released their latest Executive Report, "Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies"– a vital guide for healthcare professionals aiming to address the unique needs of multicultural communities and advance health equity.
‘We can’t cry about the milk that’s spilled’: As DE&I fallout continues, multicultural agencies grapple with changes
Brands like Ford Motors, John Deere and Molson Coors, among others, have reversed course on their diversity, equity and inclusion commitments. The shift is leaving multicultural and diverse-owned agencies grappling with the fallout.
From TV to Twitch: Navigating the Evolving Media Landscape
In this episode of The New Mainstream podcast, Marcela Doria, VP of Insight for WBD Latin America/U.S. Hispanic, sheds light on how the shift to digital impacts data, consumer relationships, and media consumption across the U.S. and Latin America market.
Agencies: treat your people well; they may run a future agency review
Agencies: treat your people well; they may run a future agency review The agency business is a tough business. Clients expect a lot. Agency economics are strained. And staff often move around for promotions. It’s hard to run a successful agency.
“Embracing Purpose Beyond Politics: A New Opportunity for Brands in a Divided America.”
As the dust settles on one of the most divisive elections in recent memory, brands have a rare opportunity to refocus on their purpose. Beyond the bitter politics and polarized discourse, there’s a deep desire among consumers for connection and unity. This presents a pivotal moment for brands: they can now help bridge divides, uplift communities, and inspire optimism. But this requires brands to step boldly into their purpose-driven messaging—while avoiding the political pitfalls that can alienate their audience. By Luis Miguel Messianu. Founder, President-Chief Creative Officer- MEL
Marketers need to evolve beyond the “multicultural” brief
By lumping distinctly diverse audiences together under one umbrella and isolating entire cultural communities into a “niche,” the industry persists in sending a clear message: historically underrepresented consumers are still not seen as part of the cultural mainstream in marketing. Dr. Anastasia Kārkliņa Gabriel asks, when will marketing’s approach to cultural diversity align with the realities of today and the demands of tomorrow? By Dr. Anastasia Kārkliņa Gabriel
2025 Sports Marketing Outlook
How the trends and lessons of 2024 shed light on what to expect in 2025
Rapid Change Is Driving a Need for Marketing Training
Companies rely on a variety of training formats to keep their marketers up to speed
Decoding the Hispanic Voter: Affluence, Status, and Ideology in the 2024 Election
In the wake of the recent election, the strong Latino wave supporting Trump caught many by surprise. As I noted in my last piece on decoding the Hispanic voter, an emerging trend is clear: working-class and middle-class Latinos are joining the ranks of an increasingly affluent, conservative Latino voter base, where ideological leanings are often anti-socialist and pro-business. By Gabriela Alcantara-Diaz - Founder, President of SEMILLA Multicultural, Inc.
Why Trump’s Victory Shows Hollywood’s Star Power Just Isn’t Enough Anymore. The Subtle How
I’m not a political analyst, and this isn’t a post to stir up debates over policy or undermine anyone’s feelings about the election results. But as someone deeply interested in how audiences connect and who holds influence, I can’t ignore the subtle yet significant shift this election highlighted. Trump’s win showed us something crucial: traditional celebrity endorsements might be losing their grip, especially when weighed against the power of relatable, community-driven influencers. By Emmanuel Paa Kwesi Owusu - Digital Business Transformation | Head of Digital, Citi FM & Channel One TV | Brand Strategy | Akora | Consumer Behaviour |
Cultural Insight: The Missing Link in Marketing Strategy
Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing. By Gabrielle Christina - Florida State University - Hispanic Marketing Communication
Differences between code switching and Spanglish, and implications for advertising to Hispanics
Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken. By Katherinne Peralta / Florida State University
A look at the state of affordable housing in the U.S.
Housing affordability has emerged as a key issue in this year’s U.S. presidential election. Both Democrat Kamala Harris and Republican Donald Trump have talked about what they would do to increase the supply of affordable homes and people’s ability to buy them, though their plans have little in common.
