News

Nearly Two-Thirds of U.S. Households are Family Households

Newly released estimates from the U.S. Census Bureau’s historical America’s Families and Living Arrangements tables show that about 64% of households were classified as family households in 2024. This marks a significant change from 50 years ago, when 79% of households were family households. Family households are defined as those that include at least one person related to the householder by birth, marriage or adoption.

Marketing is dead. Advertising is deader. Long live growth hacking?

• Broadly speaking, a “growth hack” is an unorthodox marketing tactic geared at acquiring customers or users via shrewd digital skills &/or lateral thinking.
• Not to be confused with guerrilla marketing which, in most cases, entails experiential &/or grassroots promotional efforts.

HISPANIC MARKETING COUNCIL welcomes Sensis President Jose Villa as its New Chair

The Hispanic Marketing Council (HMC) announced Jose Villa, President & Chief Strategy Officer of Sensis, will serve as its new chair effective today. Villa, who has formed part of the HMC board of directors since 2022, will work closely with HMC’s governing bodies, committees and the executive director to support the organization’s strategic plan, which champions authentic engagement and prioritization of the U.S. Latino segment in the U.S. marketing ecosystem and elevates the critical role of the Hispanic marketing specialists.

Multicultural Healthcare Disparities to Inform Inclusive Strategies [REPORT]

Republica Havas Health & M3 MI have released their latest Executive Report, "Equity in Action: Mapping the Multicultural Patient Journey for Inclusive Strategies"– a vital guide for healthcare professionals aiming to address the unique needs of multicultural communities and advance health equity.

Two-thirds (65%) of marketers expect business conditions to improve next year

Improving economic conditions, the tension between social media and brand safety, the growing cohort of consumers leading more solo lifestyles, expanding brand building to encompass the entire customer experience, and managing the impact of AI technology on the environment, are five key trends that will shape global marketing strategies in 2025, as revealed in WARC’s Marketer's Toolkit 2025.

Canela.TV announces the next installment of the ‘Secretos’ Franchise

Canela Media announced the next installment in its popular Secretos reality series franchise ‘Secretos de Parejas,’ scheduled to premiere in Spring 2025. This series promises to bring double the excitement and drama, featuring Latino celebrity couples vacationing in the beautiful island of Bali and showing an intimate look at their relationships.

‘We can’t cry about the milk that’s spilled’: As DE&I fallout continues, multicultural agencies grapple with changes

Brands like Ford Motors, John Deere and Molson Coors, among others, have reversed course on their diversity, equity and inclusion commitments. The shift is leaving multicultural and diverse-owned agencies grappling with the fallout.

From TV to Twitch: Navigating the Evolving Media Landscape

In this episode of The New Mainstream podcast, Marcela Doria, VP of Insight for WBD Latin America/U.S. Hispanic, sheds light on how the shift to digital impacts data, consumer relationships, and media consumption across the U.S. and Latin America market.

Agencies: treat your people well; they may run a future agency review

Agencies: treat your people well; they may run a future agency review The agency business is a tough business. Clients expect a lot. Agency economics are strained. And staff often move around for promotions. It’s hard to run a successful agency.

Can Marketers Keep up With Changes in Ad Creative? [PODCAST]

The halcyon days of writing ad copy for a 30- or 60-second spot to run on network and cable tv are just a dim memory. To get their message out these days, markets have to make sure their message aligns with multiple platforms, including traditional media, streaming channels, and social media

Veterans Organizations Are Embracing an Integrated Marketing Strategy

Nonprofits serving vets need to use more media channels to enhance their visibility

“Embracing Purpose Beyond Politics: A New Opportunity for Brands in a Divided America.”

As the dust settles on one of the most divisive elections in recent memory, brands have a rare opportunity to refocus on their purpose. Beyond the bitter politics and polarized discourse, there’s a deep desire among consumers for connection and unity. This presents a pivotal moment for brands: they can now help bridge divides, uplift communities, and inspire optimism. But this requires brands to step boldly into their purpose-driven messaging—while avoiding the political pitfalls that can alienate their audience.  By Luis Miguel Messianu. Founder, President-Chief Creative Officer- MEL

Marketers need to evolve beyond the “multicultural” brief

By lumping distinctly diverse audiences together under one umbrella and isolating entire cultural communities into a “niche,” the industry persists in sending a clear message: historically underrepresented consumers are still not seen as part of the cultural mainstream in marketing. Dr. Anastasia Kārkliņa Gabriel asks, when will marketing’s approach to cultural diversity align with the realities of today and the demands of tomorrow?  By Dr. Anastasia Kārkliņa Gabriel

2025 Sports Marketing Outlook

How the trends and lessons of 2024 shed light on what to expect in 2025

Rapid Change Is Driving a Need for Marketing Training

Companies rely on a variety of training formats to keep their marketers up to speed

Decoding the Hispanic Voter: Affluence, Status, and Ideology in the 2024 Election

In the wake of the recent election, the strong Latino wave supporting Trump caught many by surprise. As I noted in my last piece on decoding the Hispanic voter, an emerging trend is clear: working-class and middle-class Latinos are joining the ranks of an increasingly affluent, conservative Latino voter base, where ideological leanings are often anti-socialist and pro-business.  By Gabriela Alcantara-Diaz - Founder, President of SEMILLA Multicultural, Inc.

Why Trump’s Victory Shows Hollywood’s Star Power Just Isn’t Enough Anymore. The Subtle How

I’m not a political analyst, and this isn’t a post to stir up debates over policy or undermine anyone’s feelings about the election results. But as someone deeply interested in how audiences connect and who holds influence, I can’t ignore the subtle yet significant shift this election highlighted. Trump’s win showed us something crucial: traditional celebrity endorsements might be losing their grip, especially when weighed against the power of relatable, community-driven influencers.  By Emmanuel Paa Kwesi Owusu - Digital Business Transformation | Head of Digital, Citi FM & Channel One TV | Brand Strategy | Akora | Consumer Behaviour |

Cultural Insight: The Missing Link in Marketing Strategy

Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing.  By Gabrielle Christina - Florida State University - Hispanic Marketing Communication

Differences between code switching and Spanglish, and implications for advertising to Hispanics

Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken.  By Katherinne Peralta / Florida State University

How to evaluate agency proposals

Very few marketers are taught how to evaluate an agency proposal, whether it is a formal written response to an RFP, a presentation or some other format.