Hope on the Horizon: A New Era for DEI and Multicultural Marketing

By David Morse, president and CEO of New American Dimensions

As the Democratic National Convention unfolds, the excitement is electric. Last night, Joe Biden delivered an emotional and heartfelt speech, officially passing the torch to Kamala Harris. The crowd’s chants of “We love Joe!” echoed the gratitude of a nation as he steps aside to make way for a new generation of leadership. This isn’t just a changing of the guard—it’s a monumental shift toward the future of America.

Kamala Harris, as she becomes the first African American and Indian American woman to be nominated for national office by a major party, represents more than just diversity—she embodies the hope of a future where America fully embraces its multicultural identity. Her presence on the ticket has already begun to shift the political landscape, with polls showing a significant swing in her favor since she joined the race. The energy and momentum she brings to the campaign are undeniable, signaling a turning point in American politics.

The Demographic Shift: A Multicultural Future

According to the U.S. Census Bureau, by 2045, the United States is projected to become a majority-minority nation, with non-Hispanic whites making up less than 50% of the population. However, this demographic transformation is already evident among younger Americans. As of 2020, more than half of Americans under 18 are non-white, a clear indicator that the future of the country is multicultural.
This demographic shift is accompanied by changing attitudes. A study by the Pew Research Center found that while 67% of Gen Z and 62% of Millennials believe that increasing diversity makes the U.S. a better place to live, only 55% of Gen X and 48% of Baby Boomers share this sentiment. Furthermore, when it comes to acknowledging the existence of systemic racism, younger generations are far more likely to see it as a real and pressing issue, while older generations are more likely to dismiss it.

Embracing DEI: The Values of a New Generation

Young Americans are not just more diverse—they are also more committed to the principles of DEI. A survey by Deloitte found that 74% of Gen Z respondents believe that businesses should take a stand on social issues, including those related to race and discrimination. In contrast, only about 55% of Baby Boomers feel the same. Moreover, 90% of Gen Z and 87% of Millennials believe that companies should actively promote diversity and inclusion in the workplace, compared to just 66% of Baby Boomers.
These values are also reflected in their views on leadership. A study by the Center for Talent Innovation revealed that 83% of Millennials consider a company’s diversity, equity, and inclusion policies when deciding where to work, compared to just 60% of Baby Boomers. This is a clear indication that DEI is not just a buzzword for younger generations—it’s a core value that influences their choices as consumers, employees, and citizens.

The Political Landscape: A New Vision for America

This generational shift in attitudes is also reshaping the 2024 election. Since Joe Biden announced his decision to step down and support Kamala Harris, the political landscape has experienced a noticeable shift. In key swing states like Pennsylvania, Wisconsin, and Arizona, polls show a dramatic change: states that once leaned toward Trump are now either up for grabs or have shifted in favor of Harris. In Pennsylvania, for example, Harris has closed a 5-point gap and is now polling neck-and-neck with Trump. Similarly, in Arizona, where Trump had a comfortable lead, the race is now within the margin of error.

The momentum since Harris joined the ticket underscores the appetite for change and a return to a more inclusive and united America. The energy surrounding her campaign, combined with Biden’s endorsement, has reignited hope and enthusiasm across the nation, making this election one of the most closely watched in recent history.

A Call to Action for Corporate America

As DEI and multicultural marketing continue to gain traction, it’s clear that corporate America must adapt to this new reality. Companies that fail to prioritize diversity risk alienating not only their customers but also their future workforce. The data is unequivocal: younger Americans expect businesses to lead the way in creating a more equitable society.

For those of us working in DEI and multicultural marketing, this is a moment of both challenge and opportunity. We have the chance to help shape a future where racism will face its demise as generations change hands, and where diversity is recognized as the strength it is.

Let’s seize this moment and continue pushing for the change that younger generations so clearly demand