The New Mainstream Podcast

Influencer marketing has evolved into a powerful strategy for brands looking to engage diverse audiences. Influencers leverage their broad reach to drive awareness and inspire consumer buy-in, while creator marketing enables passionate content creators to engage and connect with niche communities. Brands are increasingly incorporating both approaches into their communication strategies, with socia...

The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeperemotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making dec...

The perception of masculinity is evolving. Historically, men have been socialized to be providers—strong, confident, and financially successful. However, shifts in culture, gender dynamics, and societal expectations have tipped the scales. As women gain economic independence and redefine their roles, many men find themselves at a crossroads, navigating new expectations of identity and purpose.  Ri...

It has been widely reported that the advertising industry faces critical challenges, particularly around diversity, equity, and inclusion (DE&I) in the workplace. Among the most pressing issues is the prevalence of sexual harassment, which systematically hinders female leadership and drives out underrepresented talent. Addressing these concerns requires organizations to take bold, proactive st...

In today’s fast-paced world, consumers face a constant stream of messages, making it increasingly difficult for brands to stand out and for customers to commit. Relationship design is emerging as a key strategy to reduce churn and foster long-term brand loyalty. By crafting thoughtful customer interactions – whether in person or online – brands can create spaces where they feel safe, supported, an...

The transformation from traditional media to digital streaming has fundamentally shifted how companies connect with consumers across the U.S. and Latin America. With streaming platforms offering direct insights into viewer behavior, media companies are now closer to understanding their audiences—albeit with some unique challenges. Historically, media companies operating through traditional channel...

The entertainment industry is at an exciting crossroads, with increasing diversity in programming and more creators establishing their own content studios. However, it also presents significant challenges, particularly for producers and creators from underrepresented groups. As the industry has drastically shifted over the past few years, with streaming platforms altering the demand for content, i...

The way we consume media has completely changed. Today, marketers need to be savvy in their understanding of how different audiences behave and what they are interested in. One area seeing significant growth is music and video content, particularly through mobile and connected TV platforms. For brands, leveraging these platforms to engage with underrepresented communities is critical for building...

McKinsey's fourth report in its series on the business case for diversity reinforces the idea that companies that invest in diversity, equity, and inclusion (DEI) initiatives are more likely to outperform those that do not. Integrating DEI into the DNA of an organization is not only socially responsible but also a sound business strategy. Companies that prioritize DEI in their decision-making...

The pandemic didn't create new consumer trends but significantly accelerated existing ones. The consumer landscape is dynamic, continuously evolving as people change, societies evolve and cultures shift. Consequently, researchers must stay adaptable, embracing new methods and technologies like artificial intelligence (AI). AI enables innovations like automating tasks, personalizing experiences...

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 with diverse audiences, celebrating divers...

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 audien...

Younger generations of workers have fully embraced the "work from anywhere" concept, prompting employers to rethink conventional methods. With the rise of remote and hybrid work models, flexible and adaptive workspaces have become more critical than ever. The pandemic accelerated the shift towards more distributed teams, and organizations are now adjusting their real estate strategies to...

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 specialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the core marketing approach. This shift involves incorporating multicultural perspectives i...

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...

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural impact is equally undeniable, shaping everything from music and fashion to cuisine and beyond. Yet, generally, brands fail to invest in the market research needed to truly understand the complexity of this demographic. Like most multicultura...

Whether refreshing an existing brand or launching a new one, the fundamentals remain the same— understanding the "why" behind your brand is critical to its long-term success. While logos and color palettes are often seen as the face of a brand, they are merely identifiers, visual representations of a brand’s ideals. But branding goes deeper than that. Branding is the culmination of all t...

Effective market research goes beyond understanding trends to identifying opportunities in the market. But many companies struggle to translate data insights into tangible financial gains. This struggle stems from a tendency to diminish the significance of market research instead of acknowledging its profound potential as a revenue generator. Failing to see the strategic value of research hurts th...

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 selecting moderators who foster open and honest conversations...

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 appe...

In the dynamic landscape of sports fandom, one demographic stands out for its potential to reshape the future: young bilingual Latino fans. These individuals bring a unique perspective to sports, craving innovative ways to express their passion for the game. But that passion goes beyond the field to the experience, whether tailgating or engaging with brand activations. For brands to truly connect...

As Women's History Month approaches each year, the remarkable strides women have made in business become increasingly clear. However, despite these advancements, certain industries, such as the insights industry, continue to struggle with leadership inequities and a lack of workforce diversity . While the insights industry prides itself on understanding and reflecting diversity in consumer pop...

The evolution of financial technology, commonly referred to as 'fintech,' has undergone a remarkable surge in recent years, empowering consumers to conduct their banking activities on their terms from any location. So high is the demand for online financial tools that banks like Bank of America, which started shuttering its drive-through teller lanes in 2013 due to low usage, have pivoted...

While diversity and inclusion have recently come under fire in several industries, the expectation consumers set in 2020 for brands to be more inclusive stands. A ThinkNow study revealed that over 45% of consumers are willing to go out of their way to shop at a store they've never frequented if the brand has made a public commitment to D&I. Forty-seven percent of consumers are willing to s...

Soaring interest rates on borrowing and sharp increases in food prices have become harsh realities for many Americans. While there is speculation about inflation easing, the stark reality is that millions of Americans grapple with food insecurity. Many argue that the food system in the U.S. is fundamentally flawed. Despite boasting the world's largest gross domestic product (GDP), the nation r...