Trends
The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month
Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture rather than meaningful and trust-building engagement.
Hispanic/Latino student-athletes reach record participation across NCAA in 2025
As Hispanic Heritage Month is observed from Sept. 15 to Oct. 15, the NCAA celebrates the impact and growing presence of Hispanic/Latino student-athletes. Their influence can be seen across all three divisions and in nearly every sport, with their overall participation numbers climbing 62% over the past decade.
Trust, Tech, and the New Financial Playbook: Navigating the Generational Divide [PODCAST]
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 financial systems.
Trust and Transparency in the Digital Age: What Matters to U.S. Hispanics
In a world where digital platforms mediate almost every interaction, trust has become the currency that decides whether people lean in or walk away. For U.S. Hispanics, who are among the most digitally engaged groups in the country, the expectation for transparency is especially high. They know when brands are authentic, and they know when they are not. By Sylvia Vidal - Consumer Insights & Strategy Consultant | Latin America Market Expert | Multicultural Marketing Leader
Data Behind the Beat: Visa data reveals Bad Bunny’s Puerto Rico Residency drove double-digit spending growth
The entertainment industry is entering a new era where music isn’t just a cultural force — it’s an economic engine. Large-scale concerts, superstar tours, and now high-profile residencies are reshaping tourism, boosting local economies, and putting cities on the global map.
ONLINE SELF-ASSESSMENT FOR CMOs TO CALIBRATE, MAP AND EVOLVE AI-POWERED MARKETING TEAMS, PROCESSES AND PLATFORMS
The CMO Council announced a new thought leadership program with Zeta Global aimed at engaging senior marketers in a benchmarking process to determine their company’s level of digital marketing maturity, organizational capacity and performance predictability.
Consumer attitudes toward in-car entertainment and media preferences
A new report by Gracenote, the content data business unit of Nielsen, highlights a significant opportunity for car manufacturers to provide consumers easy access to entertainment content across a range of services and types. By optimizing the native in-car infotainment experiences people want, auto brands can gain the power to influence decision-making and drive more revenue.
Have you been influenced yet? What the first IPA Influencer ROI study reveals
A new report from the IPA shines light, for the first time, on the effectiveness of Influencer marketing. Irina Cotovici, Director of Analytics, shares her thoughts on the analysis which will become a ‘go-to’ benchmark for the foreseeable future.
How People Around the World View AI [REPORT]
As the use of artificial intelligence (AI) increases rapidly, most people across 25 countries surveyed say they have heard or read at least a little about the technology.
Engaging U.S. soccer fans ahead of FIFA World Cup 2026
Soccer fandom in the U.S. is gaining momentum in anticipation of the 2026 FIFA World Cup™. And with this growing audience, brand sponsors and advertisers need to understand who these fans are and how they’re engaging to capitalize on this rising popularity.
Cultural Authenticity as a Competitive Edge
Latin America is one of the most diverse and dynamic regions in the world. Each country carries its own blend of traditions, languages, music, and identities, yet consumers across the region share one common expectation: they want to see themselves reflected in the brands they choose. Authenticity isn’t just appreciated, it’s demanded.
Unlocking the growing power of Latino fans: Building a stronger sports economy
Across stadiums, screens, and social platforms, Latinos represent the future of sports fandom in America. Young, passionate, digitally fluent, and willing to spend, this fan group embodies the habits and expectations of tomorrow’s audience. With ties to professional leagues, community clubs, and recreational sports, Latino fans are a powerful force that drive ticket sales, streaming, and media consumption at scale. And as members of one of the fastest growing and most diverse demographic segments in the United States, these fans have an influence that is only accelerating.
California Latino GDP Surges Past $1 Trillion [REPORT]
If California Latinos were an independent state, their GDP would be the nation’s sixth-largest state GDP, larger than the economy of Pennsylvania or Ohio, according to the 2025 California Latino GDP Report by researchers at California Lutheran University and UCLA.
Latest Economic Report Reveals Persistent Wealth Gap for Latinas Despite $1.3 Trillion Contribution to U.S. Economy [REPORT]
On Latina Equal Pay Day, LatinoProsperity released a landmark report, Latina Wealth in America: Breaking Barriers, Building Futures, exposing persistent barriers tied to the depth of the Latina wealth gap.
Predictions 2026: Marketing Agencies Resign Their Agency
Once singularly focused client partners, marketing agencies are forgoing their franchise to act as agents on behalf of clients. Instead, they will become marketing purveyors that operate across several business modes: vendors that execute programs; merchants that resell software and media; affiliates that contribute capabilities to larger, matrixed organizations; and partners that deliver client-centric marketing services. With each consolidation, acquisition, or PE investment, marketing agencies’ vision moves further away from being providers of agnostic services and creators of culture to purveyors of enterprise platforms and orchestrators of strategy and execution. Put simply, your agencies will no longer act solely as your agents but also as owners of products/solutions, resellers of technology partnerships, and developers of emerging capabilities.
Tariffs at the Checkout: How U.S. Consumers Are Reacting to Price Pressure
Most U.S. consumers believe they are shouldering the cost of tariffs, and many are changing what, where and how they shop. L.E.K. Consulting’s research shows that nearly half are already paying more than they think is acceptable, with apparel, durable goods and beauty products most at risk.
In the gen AI economy, consumers want innovation they can trust
Deloitte’s 2025 Connected Consumer Survey reveals that, by pairing strong data responsibility with bold innovation, tech companies can win greater trust, loyalty, and spending
How Parents Manage Screen Time for Kids [REPORT]
From YouTube to smartphones to tablets, tech is part of kids’ lives. AI chatbots are part of the mix now, too. While parents strive to manage screens, 42% say they could do better
HMC Unveils New Study on U.S. Hispanic Beauty and Skincare: Belleza Latina Young Latinas have shifted from high-glam ideals toward a more natural skincare approach that blends cultural heritage with global influence
Skincare is taking center stage for U.S. Latinas. According to a new Hispanic Marketing Council (HMC) study, Belleza Latina: Uncovering What’s Shaping U.S. Hispanic Beauty & Skincare, nine in 10 Latinas ages 18 to 34 say clear, healthy skin is extremely important to them. In fact, 56% say their skincare routine is a source of confidence, and nine in 10 indicate they will pass on their beauty rituals to younger family members. And, when it comes to makeup, these young women are opting for a more simplified look, but 76% tap into the Latina “beauty trinity” of defined brows, lashes, and lips.
Latinas as Power Brokers: Redefining Economic & Cultural Influence
Latinas are no longer on the sidelines of the U.S. story they’re right at the center of it. Across the country, they’re launching businesses at a remarkable pace, driving household decisions, and setting cultural trends that ripple far beyond their communities. Yet when you look at advertising and media, the full picture of who Latinas are today often doesn’t show up. By Sylvia Vidal
