According to Horowitz Research’s FOCUS Latinx: Social, Cultural & Political Shifts study, culture is at the core of Latinx consumers’ media and music habits. As a Latina, I see this firsthand in the way I engage with content—it’s not just entertainment; it’s a reflection of my identity.

Since time immemorial, ad creative has been fueled by gut instinct, conceiving and developing messaging that both the client and agency hope will resonate with their audiences and drive legitimate business results. However, these days, amid the law of diminishing attention spans and a furiously atomized media environment, consumers now expect the unexpected — a jolt, a pleasant surprise, an exclusive invite — to put them in engagement and/or purchasing mode. Marketers who master this balance between spontaneity and strategy are redefining the creative muse.

  An ancient Chinese proverb counsels its audience that "when the winds of change blow, some people build walls and others build windmills." Innovation thus necessitates the ability to recognize such changes in real time, the courage to eschew defensiveness in the face of them, and, indeed, the wisdom to discern the opportunities lying nascent in them, as well as the creative adaptability to capitalize on those opportunities.

American teens face a host of challenges these days – both inside and outside the classroom. A new Pew Research Center survey of U.S. teens ages 13 to 17 finds that, while there is some common ground, many of the problems and pressure points teens are dealing with differ significantly for boys and girls. In addition, many teens see imbalances in how boys and girls are experiencing school and how they’re performing academically.