Multicultural is the new mainstream. Is health marketing ready to seize the moment?

To attain efficient growth impact, marketers seek to connect with multicultural segments in relevant and accurate ways that don't perpetuate negative or false stereotypes.

So, what does work with this first multicultural majority generation? A recent study by the Hispanic Marketing Council (HMC) found that price point alone is not enough with 92 percent of Gen Zers and their parents, who agreed that one or more things matter more than price. Brand trust and style were most important to young Gen Zers.  By: Nancy Tellet, Research Chair, Hispanic Marketing Council

The latest Edelman Trust Barometer study may portend structural changes in how brands communicate with their audiences

Despite a string of controversies and the public’s relatively negative sentiments about aspects of social media, roughly seven-in-ten Americans say they ever use any kind of social media site – a share that has remained relatively stable over the past five years, according to a new Pew Research Center survey of U.S. adults.
Growing share of Americans say they use YouTube; Facebook remains one of the most widely used online platforms among U.S. adult

Throughout my life I’ve been called many names. In fact, I remember growing up in Mexico City being fondly referred to as “Güerito” (blondie,) in spite of having dark hair. This name had to do with the fact that I am the son of Rumanian immigrants, so I was whiter than most of my other friends. However, in spite of my foreign origin, last name, and my looks, I was always, and still am, very proud of being Mexican.  By Luis Miguel Messianu, Creative Chairman & CEO, Alma

MMA Global published the findings of research that assessed the maturity of consumer data in organizations.

Toymaker Hasbro has joined the long list of brands like PepsiCo, P&G, and J&J who have made changes to their logos, product names, or mascots over the past year to address various social issues like racism and gender identity. This report delves into people’s opinions about these brand actions and the impact on buying attitudes. Businesses can leverage this data in their decision-making.

Sitecore revealed that nearly three in five (59%) of U.S. marketers wanted to quit their jobs at least once in the past year, and 79% found the pandemic to be the most challenging time in the history of their careers.

There is no shortchanging the pandemic’s impact on e-commerce adoption, but after living with COVID-19 for more than a year, it’s critical that brands understand that not all online shopping ends with an electronic purchase. And that’s precisely why omnichannel strategies can’t solely focus on the point of purchase.

This new survey found that there is heightened concern among smartphone owners for whom there is no one-size-fits-all approach when it comes to navigating the use of their data by app developers and content providers.

Forgive me but today I'm going to start by reverting to examples from my past life in agencies. Remember paying a premium to be on a right-hand page within a magazine? Or to be first in the first break in the heavily promoted new TV drama? Or to be the last ad shown before the movie starts in the cinema?  By Brian Jacobs / The COG

Do you know the difference between a marketing email and a new business email? Or when you should use one versus the other? If you aren’t certain, you’re not the only one!  by Mark Duval / The Duval Partnership

Not Content with the Status Quo

Many U.S. consumers began expressing an eagerness to start spending again late last year, and now it seems as though brands and advertisers are starting to catch up.

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