The New Mainstream Podcast

Despite gaining significant momentum in 2020 following a surge in social justice awareness, diversity, equity and inclusion (DEI) has faced recent backlash. Yet, inclusive marketing remains essential for businesses seeking long-term success.

Inclusive marketing is not just about representation. It is a strategic approach designed to build deep connections

Inclusive marketing cannot exist in a silo, however. And it’s about more than just doing the right thing or making people feel good. It’s also a powerful driver of business growth. Companies that execute inclusive marketing well enjoy a competitive advantage because they have embedded it across the entire organization, from talent acquisition to product development and launch.

Data and business growth strategies support

In this episode of The New Mainstream podcast, Devoreaux Walton, MBA, a Brand & Marketing Senior

In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media.

Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are

Historically, companies housed multicultural marketing expertise in separate units. Over time, these teams were often folded into Total Market efforts. Doing so, however, diluted the specific focus needed to genuinely connect with diverse audiences.

As the U.S. moves towards becoming a multicultural majority, a nuanced understanding of the complex and multifaceted identities of diverse audiences becomes critical. However, many sectors underinvest in multicultural marketing and media despite the clear benefits. Brands must move beyond analysis paralysis and take actionable steps toward inclusivity. By incorporating these perspectives from the beginning, brands can create more authentic and impactful connections.

Tune in to the full episode of The New Mainstream podcast to gain valuable insights into the future of multicultural marketing and media.

Younger generations of workers have fully embraced the "work from anywhere" concept, prompting employers to

Inclusive design, which extends beyond the

By creating spaces that cater to diverse needs, companies can enhance employee well-being, foster psychological safety and increase productivity. Doing so is socially responsible and makes good business sense, as it helps attract and retain top talent in a competitive

In this episode of The New Mainstream

About Ryan Anderson:

Ryan Anderson serves as Vice

Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche or

Market research is critical here. Post-pandemic, marketers have leaned more heavily into qualitative and ethnographic research to understand consumers deeply — not just their product preferences but also their lived experiences and the issues they are trying to navigate – by uncovering insights that traditional surveys might miss. This allows the brand to determine how to solve their problems by connecting the dots for them.

Deeper insights also enable more sophisticated

On this episode of The New Mainstream podcast, Glory Alcántara, Director of Multicultural Marketing at General Mills, discusses the importance of understanding and integrating multicultural perspectives into mainstream marketing strategies.

The marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to be represented authentically in advertising. For marketers, this requires a change in the paradigm, a move beyond general marketing strategies to embracing a multicultural marketing approach. Its effectiveness, however, hinges on the quality of the data driving the decisions.

Enter contextual technology. This powerful tool allows marketers to delve into the nuances of cultural identity and consumer consumption habits, including understanding specific media channels, content preferences, and purchasing behaviors of multicultural audiences. This granular data empowers marketers to craft targeted digital advertising campaigns that resonate deeply.

Artificial intelligence has impacted advertising, adding another layer of complexity as marketers navigate its use, contending with hallucinations and exploring

Ultimately, embracing multicultural marketing with the support of contextual technology isn't just about driving sales; it's about building a future where everyone feels seen and valued in the media they consume.

On this episode of The New Mainstream podcast, Tony Gonzalez, CEO & Co-Founder at Mundial Media, shares how contextual technology can build deeper connections with diverse audiences to drive brand engagement.

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural

Like most multicultural consumers, Black Americans are not a monolith. Within this group are subcultures that extend far beyond skin tones and hair textures to differences in culture, countries of origin, geography and

Beyond demographics are psychographics, right? Traumatic events like George Floyd's death deeply affected many Black consumers, prompting shifts in their brand interactions. Despite these challenges, there's a growing interest among brands in understanding

However, the lack of diversity within the market research industry remains a glaring issue, jeopardizing efforts to engage this consumer group. The failure to build

In this episode of The New Mainstream podcast, Dawn V. Carr, CEO and Founder of Mahogany Insights, discusses the importance of increasing diversity within the insights industry and how it can lead to more meaningful connections with Black consumers.

Whether refreshing an existing brand or

Branding is the culmination of all the experiences, values, and perceptions that define a brand. It's the emotional

But building a strong brand isn't just about how you present yourself to the world. It’s also vital to cultivating

Beyond the customer relationship is the synergy between brand strategy and business strategy. A well-defined brand strategy clarifies your market position, informs your marketing efforts, and shapes a cohesive customer experience at every touchpoint.

In this episode of The New Mainstream

Effective market research goes beyond understanding trends to identifying opportunities in the market. But many companies struggle to translate data insights into

How market research does that is changing, however. Artificial Intelligence is transforming the market research industry. New AI-powered methodologies, like synthetic panels, are creating opportunities for marketers to achieve similar results in less time with fewer budget constraints.

But AI isn't a silver bullet. Though rapidly evolving, the technology is new, and the accuracy of these models is still questionable. These new tools should be seen as complements, not replacements, for proven research methodologies.

One thing is certain – the future of market research lies in effectively integrating data, insights, and human curiosity. By leveraging these elements, researchers can become strategic partners, driving real-world business results and ensuring market research is a true value-add, not just a cost.

In this episode of The New Mainstream podcast,

Diversity isn't just about optics. Today’s consumers prioritize authenticity and base their purchase decisions on how brands show up. But authenticity does not start when the products hit the shelf. It must be woven into every stage of the go-to-market strategy, including market research – from panel recruitment and survey design to

One crucial aspect of fostering authenticity in market research is the composition of research teams. Selecting

Beyond focus groups, greater diversity is needed across the market research industry. Often, diverse teammates doing the work—running the data tables and visualizing the data—aren’t the ones presenting the work, and that needs to change. There’s value in bringing those in the back of the house to the front to create equal opportunity for advancement. 

By prioritizing inclusivity and authenticity internally, companies can forge deeper connections with consumers externally and drive meaningful change in the marketplace.

In this episode of The New Mainstream podcast, Kai Fuentes, President and CEO of Ebony Marketing Systems, discusses how the market research industry can benefit from intentionally cultivating and championing diversity and inclusion.

Today's consumers are confidently embracing their authentic identities, and forward-thinking brands are following suit. Inclusive beauty giants like Ulta Beauty proudly defy gender norms, while others prominently feature same-sex couples and individuals with disabilities and promote body positivity in their advertising campaigns. On the flip side, some brands are succumbing to the fear of appearing overly “woke.” The increasing

Multicultural consumers, who represent almost 100% of the population growth in the U.S. and are on track to become the majority by 2050, seek genuine connections with brands. Central to this is a brand's ability to authentically understand its audience and allow that

Brands that bridge cultural divides are the ones that thrive. By genuinely connecting cross-culturally, companies

Understanding multicultural consumers means

In this episode of The New Mainstream podcast,