The New Mainstream Podcast

Since the onset of COVID-19, global communities have been rallying around one another in solidarity, giving marketers a unique window into the cultural nuances reshaping consumer behavior. As brands peer into the looking glass of the next normal, much of the context for their brand strategy will be dictated by these cultural connections and new patterns in consumer behavior. This week, Dr. Jake Be...

In the wake of global protests denouncing police brutality and racial inequality, many companies have issued statements of solidarity and are actively pledging to work towards building more inclusive workspaces. But often, diversity and inclusion are reduced to hiring and recruiting metrics, and not considered in the broader context of culture, product development, and content creation. This week,...

Semiotics -- the study of symbols and their usage in a broader context -- is a major element of effective brand strategy but is often overlooked and underutilized. Marketers tend to analyze consumer behavior at a high level but fail to look at the subconscious forces that influence consumers’ thoughts, feelings, and ultimately purchasing decisions. This week, we speak with Whitney Dunlap-Fowler, s...

As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on their lives in real-time, especially among multicultural groups who have been hit disproportionately. This week, we sit down with Natasha Pongonis, co-founder of Nativa and CEO of OYE! Business Intelligence, to discuss how social media insi...

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talk...

Asian American Millennials are rising stars in the cultural influencer market, outspending American Baby Boomers and emerging as pioneers of technology and innovation. As the fastest-growing minority group in the U.S., Asian Americans’ collective spending power is quickly becoming a focal point for aspiring brands. This week, to celebrate Asian and Pacific Islander American Heritage Month, we spea...

Many small businesses are finding new ways to breathe life into their revenue streams during the COVID-19 pandemic to offset slow customer traffic and trickling income. This week, Barney Santos, CEO of Gentefy and BLVDMRKT, discusses how Hispanics in the restaurant industry are adapting sales initiatives to social distancing, and why virtual marketplaces will be essential to small business success...

Today’s multicultural consumers are younger than the general population and tech-savvy, making mapping their digital DNA essential to a company’s value chain. The issue is that some of that intel comes too late in the process. This week, Charlie Echeverry, founder of Black Brown Collective, discusses the intersection of digital, diversity, and youth and how putting diverse consumers at the top of...

Music is one of the most prolific forms of cultural expression and influences consumer behavior and brand affinity. In this week’s episode, Nidia Serrano, Audience Marketing Director at Pandora, discusses how cultural cues impact trends in music marketing research, and how advertisers can use those insights to create relevant content for multicultural audiences.

In this episode, we examine how redefining diversity and inclusion positively impacts business performance and reveals unique opportunities for businesses to bootstrap growth. Kristin Luck, Founder of ScaleHouse and WIRe (Women in Research), discusses the pitfalls of the corporate patriarchy and ways industry, in general, can help level the playing field for marginalized groups.

Latinos are the entrepreneurial engine of the U.S. economy. Latinas are starting more businesses than any other ethnic cohort and the trend isn't slowing down. Yet, despite this staggering growth, minority-owned businesses, in general, struggle to scale. Maribel Lara Senior Vice President, Head of Consulting at The Sasha Group, discusses some of the barriers minority, women-owned businesses face a...

This podcast delves into the significance of Latin X, underserved yet influential consumers within the Hispanic market who drive significant revenue and advocacy for brands. We explore key differences in individualistic and collectivist cultures, how Hispanic immigrants adapt to the American ethos, and what it all means to marketers trying to touch today's new mainstream: multicultural consumers....

This podcast explores the relationship between language and brand engagement and how Fortune 500 companies can use the Spanish language to fortify their marketing assets and unlock the potential in the market through in-language campaigns.

In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the lives of Black American consumers while driving brand engagement, loyalty, and sales. Speakers: Pepper Miller, Recognized Black American Market Researcher, Author, Subject Matter Expert and Speaker | @peppermiller | http://peppermiller.net and...

The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following insights: # The majority of mobile devices users download applications at least once a month # Younger people are more likely to download an app to share with others # Users access their apps an average of 8x a day And More... Download the f...

We track cross-platform viewing, streaming habits, gaming, and binge viewing habits across the total market. The study contents include the following: # Types of TV service received at home # Methods of watching TV programs and viewership trends # Average number of shows watched in one viewing # The "Why" behind Online Streaming vs Cable/Satellite preferences # Video Game consumption and device us...

ThinkNow conducted a national survey of Americans aged 18-64 across various ethnic groups. We asked them about their interest in starting businesses, industries chosen, revenue goals, motivations, barriers and utilization of support services. The study contents include the following: # Success and Business Ownership # Business Ambition # Motivation # Obstacles/Challenges # Business Owner Resources

In our newest report, Social Media & Digital Usage in 2018, done in conjunction with mitu, we take a closer look at the latest social media and digital trends across all U.S. consumers. The study contents include the following: # Daily Device Usage - Hispanics Vs. NH Whites # Daily Digital Activity - Hispanics Vs. NH Whites # Digital Insights - Hispanics Vs. NH Whites # Smartphone & TV Usage by Da...

Our national consumer study of soccer fans reveals how Hispanics engage with soccer on social media and how they plan to follow & cultivate the World Cup experience, how they will engage the World Cup and how receptive they are to social media advertising. You download the full report here - http://campaigns.thinknowresearch.com/downloads/thinknow-hispanic-soccer-fan-study-2018.html

ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse study: # Most American's household income stayed the same in 2017 In 2017, fewer Americans experienced a job loss or a reduction of work hours or salary # Employment numbers improv...

Special Guest, Juleyka Lantigua-Williams, CEO & Founder of Lantigua Williams & Co., joins Mario X. Carrasco, Managing Partner at ThinkNow Research for the #ThinkNowMRX Podcast Series, to discuss the findings of ThinkNow Voice™, our recent market research study on how adoption of home voice devices like smart speakers differ among multicultural consumers. The study contents include the following: #...

Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following: * Spending During The Upcoming Holiday Season * Top Reasons For The Anticipated Increase In Holiday Spending * Where Consumers Find Holiday Gift Ideas * Most Popular Holiday Gift Categories * Most Commonly Used Device For Making Holiday Purchases And More... Special Guest,...

ThinkNow Media™ - Streaming Services, Gaming & Media Consumption Habits Report 2017 explores streaming and live TV habits of total market consumers. The study contents include the following: * Most Popular Type of TV Service * Primary Way of Watching Programming * The popularity of TV Streaming Services * Binge Watching & Watching Preferences * Use of Multiple Devices And More... You can download...

ThinkNow Money™ is a nationwide survey that investigates Americans' attitudes around their money and financial situation. The study looks at Americans as a whole and by key race / ethnic segments. The study contents include the following: 1. Concern About Their Financial Future 2. Belief In Investing Their Money 3. Attitude Towards Spending Their Money 4. Overall Perception of Banks 5. Different S...

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-...