Agency
Net International Migration Drives Highest U.S. Population Growth in Decades
The U.S. population grew by nearly 1.0% between 2023 and 2024, according to the new Vintage 2024 population estimates released today by the U.S. Census Bureau.
New 2024 Population Estimates Show Nation’s Population Grew by About 1% to 340.1 Million Since 2023
Following historically low growth at the height of the COVID-19 pandemic, the U.S. population grew substantially by almost 1% since 2023, outpacing average annual growth since 2000 and signaling a significant turnaround from the meager population gains at the start of this decade.
Cultivating Customer Loyalty Through Relationship Design [PODCAST]
In this episode of The New Mainstream podcast, Cairo Marsh, Founder & Executive Partner at relativ, shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.
Building Multigenerational Wealth: Addressing Financial Literacy Gaps in Hispanic America
A 2023 Pew Research Center survey reveals that financial literacy is essential for upward mobility. However, significant gaps persist across racially and ethnically diverse groups, with Hispanic households facing some of the most prominent challenges in accessing financial education, despite growing interest. While 72% of upper-income Americans report knowing “at least a fair amount” about personal finances, confidence and knowledge remain uneven—particularly for Hispanic households, where opportunity meets unmet need. By Gabriela Alcantara-Diaz – Founder, President / SEMILLA Multicultural, Inc.
Beyond Disability: Inclusive Marketing in an Intersectional World
As we approach International Day of Persons with Disabilities on December 3, brands, advertisers and media platforms face a shifting landscape in diverse marketing. With changing political, economic, and social dynamics, understanding audiences—including disabled people—requires precision and nuance. This is especially true when considering the intersectional identities that many individuals have. Let’s examine the expectations, needs, and economic potential of this often-overlooked group, highlighting a strategic opportunity for brands to lean in with authentic and intersectional inclusivity.
Maximizing Agency Success: Leveraging Media for Growth
In today's fast-paced digital advertising world, agencies are under increasing pressure to deliver faster results with tighter client budgets and higher expectations for measurable outcomes. Forced to manage this reality, but also pursue growth, media can prove to be a viable method for agencies to level up their capabilities, strengthen client relationships and accelerate growth.
1 in 4 Remote Workers Report Declining Social Skills, Struggling With Eye Contact and Conversing
Since the COVID-19 pandemic, remote work has remained a popular option, though some believe it has drawbacks, including interpersonal and mental health challenges.
Who Was the Best Latino Marketer in 2024? The Republican Party
On my podcast, The New Mainstream, I’m often asked who I believe is the best marketer when it comes to engaging Latino audiences. My answer has long been Target. For years, Target has invested in Latino and multicultural consumers with consistent intent and authenticity. They do their homework, they partner with leaders and organizations within the communities they aim to serve, and they craft campaigns that resonate deeply with their target audience. This year, however, I’m giving the title of “Best Latino Marketer” to an unlikely candidate: the Republican Party. By Mario Carrasco - Co-Founder & Principal / ThinkNow
Engage to Earn Is Everything in Marketing
The contemporary expression of the "Marketing is everything. And everything is marketing" mantra can be found in a high-growth but often underappreciated sector of marketing: Engage to Earn.
How Does Length of Time in US Affect Hispanic Consumers
There are significant differences in how Hispanic consumers behave in the marketplace depending on how long they have lived in the United States. This is because the length of time a Hispanic individual has spent in the United States often influences that individual’s acculturation level, although the two are not synonymous. Acculturation generally refers to the process of someone reverting from their own personal culture, to accept practices of the dominant culture in some shape of form (Berry, 2006). Acculturation is not the abandonment of one’s individual culture fully, but instead, it refers to adopting aspects of a different culture into the individual’s personal identity. The levels of acculturation for Hispanic consumers is often broken down into four categories, and each category of consumer has a slightly unique behavior. By Camille Ashe - Florida State University
Monthly Podcast Listenership Among U.S. Latinos Up 72% From 2020 [REPORT]
Latinos are spending most of their days with podcasts for entertainment: 78% of U.S. monthly Latino podcast listeners age 18+ “strongly agree” or “somewhat agree” that they listen to podcasts when they want to be entertained – an 8-point increase since 2020.
Relevance vs. Trend Hopping: How Jaguar Balances the Loyalty of Its Aging Base and the Demands of New Global Affluent Buyers
What I’ve learned in working with clients on brand transitions throughout decades—whether we call it evolution, transformation, rebranding, or something else—is that visionary brands never need to compromise their essence. They refine and adapt it to stay relevant in an ever-changing consumer landscape. It’s not about chasing trends; it’s about understanding how to evolve meaningfully without losing what made the brand great. By Gabriela Alcantara-Diaz - Founder, President / SEMILLA Multicultural, Inc.
My Voice Matters: Inclusive Marketing Excellence [REPORT]
This study examines how inclusion influences business decision-making, career progression, and a sense of belonging within the marketing and advertising industry. By measuring these dimensions across diverse demographics, roles, and organizational types, it provides a comprehensive perspective that ensures every voice is represented.
What U.S. Latinos Say About ‘Machismo’ [REPORT]
For Hispanics living in the United States, conversations about gender can include discussions of “machismo,” a concept that generally captures ideas, behaviors and expectations related to men and masculinity that is sometimes attributed to Spanish-speaking cultures.
Influyente Announces Launch of the Hispanic Media Alliance
The Hispanic Media Alliance™ (HMA) is a comprehensive network designed to empower Hispanic media providers and connect them with national brands seeking to reach the rapidly growing U.S. Hispanic audience. The HMA is an initiative of Influyente™, a spin-off multicultural agency, who saw the opportunity to bring thousands of media providers under one umbrella. Members of the Hispanic Media Alliance represent a range of channels including print publications, radio, podcast, social influencers, OTT/CTV, and digital media with audience reach that runs from national to hyperlocal.
Teens, Social Media and Technology 2024 [REPORT]
Amid national concerns about technology’s impact on youth, many teens are as digitally connected as ever. Most teens use social media and have a smartphone, and nearly half say they’re online almost constantly, according to a new Pew Research Center survey of U.S. teens ages 13 to 17 conducted Sept. 18-Oct. 10, 2024.
2025 Predictions: The Year Digital Advertising Reinvents Itself
As 2024 fades into memory, the digital advertising industry is bracing for a transformative year. Fueled by rapid technological advancements, sustainability imperatives, and evolving consumer expectations, 2025 is set to redefine the way brands connect with audiences. Industry leaders predict a future shaped by purposeful storytelling, AI-driven innovation, and a steadfast commitment to efficiency and collaboration. Here's what lies ahead for advertisers navigating this pivotal moment.
THE HISPANIC STAR GALA shined in NYC
The Hispanic Star commemorated its fourth Annual Gala—an evening dedicated to mobilizing support for the Hispanic community, accentuating Hispanics' critical positive contributions to the United States at Cipriani Wallstreet. Leaders, celebrities, philanthropists, companies, and activists gathered to honor and recognize the accomplishments of Hispanic Stars, who inspire the community and elevate the true narrative of Latinos as positive contributors to the U.S.
