Multicultural
The “general market” isn’t general anymore.
It’s Culturally Fueled™: complex, dynamic, and powered by people who’ve redefined what influence looks like. By Lisa Torres - Founder & Principal, The LIT Group Co.
Is the Glass Half Full or Half Empty for Working Latinas in the U.S.?
As a multicultural marketer, I am always reviewing how to reach different groups. As a Latina executive, I’m particularly interested in the evolution of spending power. National Latina Equal Pay Day, which was Oct. 8th, seems like an ideal time for an assessment. By Karla Fernandez Parker
Integration not scale is key to media success
Big multinationals can no longer rely on being big multinationals to secure advantage when it comes to media. Instead, they need to build in-house capabilities and connections says Tom Ashby, Global Lead, Media Services at WFA.
Bridging Culture and Commerce in Multicultural Marketing [PODCAST]
On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising and President of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurable business impact for brands.
LATAM vs US Hispanic ……
I often hear founders from LATAM say their U.S. expansion strategy is to “target the Latino market.” By Ale Winter - Building Innovation Hubs | Global Program Designer | Startup Expansion & City Growth Strategist
2025 Hispanic Market Thought Leaders – Available for DOWNLOAD for FREE
HispanicAd offers its annual report on key industry trends and honors the Top Marketing Executives with US Hispanic & Multicultural area. This report offers an depth analysis of the executives and their companies setting the standard of excellence for the US Hispanic Marketing industry.
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.
How Hispanic Aspiration, Family, and Resilience Shape a Brighter Future
The Hispanic dream is a force of optimism and transformation—rooted in the pursuit of family security, financial freedom, generational progress, and sustained by resilience and adaptability. By Maria Lucia Parra - I am a bilingual Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives, as “one size does not fit all”.
Calancha Consulting Group launches in Puerto Rico: A New Strategic Communications, Creative and Media Consultancy for U.S. Hispanic, Caribbean, and Pan-American Market
With the mission to transform how brands connect with multicultural audiences, Calancha Consulting Group (CCG) announces its official launch in Puerto Rico. Led by its CEO and Founder, Carlos A. Calancha Figueras, CCG emerges as a strategic communications, creative, media, and digital influence consultancy designed to offer more agile collaboration, tailored solutions, and measurable results for brands seeking to stand out across Puerto Rico, the Caribbean, and the United States.
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
A New Branding Framework: The 5Bs
The fundamentals of modern branding and brand-building can be captured in the intertwined 5Bs, a new branding framework.
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.
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.
ANA Bolsters Inclusive Marketing Practice with Launch of SeeAll Marketing Alliance
The Association of National Advertisers (ANA) announced the creation of the SeeAll Marketing Alliance (SAMA), an evolved Inclusive Marketing practice that will help brands accelerate unlocking new pathways to growth through inclusive marketing by connecting with each and every consumer. SAMA brings together the collective power and expertise of ANA’s existing inclusive marketing entities including the Alliance for Inclusive and Multicultural Marketing (AIMM), SeeHer, and the ANA Multicultural practice under a unified umbrella. Together they will deliver an expanded range of offerings to help marketers and their partners authentically represent and connect with each and every consumer with the goal of converting to brand sales and growth.
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.
ANA Unveils Winners of the 2025 Multicultural and Inclusive Marketing Excellence Awards
The Association of National Advertisers (ANA) announced the winners of the 2025 Multicultural and Inclusive Marketing Excellence Awards, honoring brands that are embracing the full spectrum of consumer identities and embedding inclusive practices to drive measurable impact—achieving both market expansion and brand loyalty. The awards span 20 categories such as Experiential Marketing, Rising Multicultural Segments, Hispanic, Data and Measurement Excellence, People with Disabilities and Neurodivergent Communities, African American, and includes a Best in Show. The awards were presented at an evening gala event during the ANA Multicultural & Inclusive Marketing Conference in Carlsbad, CA.
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.
The State of the Hispanic-American Consumer 2025 [REPORT]
As the Hispanic population continues to shape the America's cultural and economic landscape, understanding their evolving attitudes and behaviors is more important than ever.
Hispanic Agencies Are Shaping America’s Story – Every Single Month of the Year
It’s Hispanic Heritage Month, which means brands are once again rolling out the usual once-a-year campaigns: colorful cliché visuals, a few Spanish words sprinkled here and there, maybe even a vibrant mariachi track. Cute? Sure. Authentic? Ni de cerca. By Daisy Cabrera
