We're no longer publishing new episodes of this podcast, but check out our podcast Consider This, where we help you make sense of a major news story and what it means to you six days a week.
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Το περιεχόμενο παρέχεται από το The New Mainstream Podcast. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον The New Mainstream Podcast ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
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No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
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The daily drama of money and work from the BBC.
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News and views on business and the world of personal finance. Plus the very latest from the financial markets around the globe
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Breaking news on the environment, climate change, pollution, and endangered species. Also featuring Climate Connections, a special series on climate change co-produced by NPR and National Geographic.
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The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product. And our guests will share their stories of success and failure along the way. Podcasts are published ev ...
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Your online home for leadership lessons for both the church and the workplace.
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Send us a text On this very funny short Bonus Show, standup comic Mack Dryden shares his story about going to the Dentist...you'll never believe what happens...Hilarious! Look for Mack Dryden's "NEW" Dry Bar Comedy Special... Please Listen, Enjoy, and Share where you can...Thanks!! Support the show Standup Comedy Podcast Network.co www.StandupComedyPodcastNetwork.com Free APP on all Apple & Android phones....check it out, podcast, jokes, blogs, and More! For short-form standup comedy sets, listen to: "Comedy Appeteasers" , available on all platforms. New YouTube site: https://www.youtube.com/@standupcomedyyourhostandmc/videos Videos of comics live on stage from back in the day. Please Write a Review: in-depth walk-through for leaving a review. Interested in Standup Comedy? Check out my books on Amazon... "20 Questions Answered about Being a Standup Comic" "Be a Standup Comic...or just look like one"…
Diversity In Market Research, Attracting the Next Gen with Misty Wilson
Manage episode 332409093 series 1346091
Το περιεχόμενο παρέχεται από το The New Mainstream Podcast. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον The New Mainstream Podcast ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
Attracting young, diverse talent to the market research industry is essential to its longevity. But this task has proven difficult to date, and it may be a matter of timing. Engaging younger generations in college could lead to greater interest in careers in insights. But that requires intentionality on the part of research companies.
Engagement is just half of the story, however. America’s youth are increasingly diverse. Gen Z is the first majority-minority generation. As they come of age and enter the workforce, they look to work for organizations that prioritize diversity and inclusion. Recent findings show that 68% of Gen Z define diversity and inclusion as racial equality, followed closely by gender equality at 67%, with differently-abled equality rounding out the top three, at 48%. Among Millennials, 69% define diversity and inclusion as racial equality, but fewer define it as gender equality(58%). Differently-abled equality and LGBTQIA equality are tied for third.
Why is this important? If the market research industry hopes to attract younger generations, it must adopt a commitment to diversity and inclusion. Young multicultural adults must see themselves reflected in leadership, so they have something to aspire to. Ultimately, the industry's culture must support diversity and inclusion in principle and practice by creating equitable and inclusive workspaces were people from all backgrounds have a sense of belonging.
In this episode of The New Mainstream podcast, Misty Wilson, Director of Marketing at Greenbook, shares perspectives from her journey as a woman of color in market research and what the industry needs to do to attract diverse talent.
136 επεισόδια
Μοίρασέ τοManage episode 332409093 series 1346091
Το περιεχόμενο παρέχεται από το The New Mainstream Podcast. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον The New Mainstream Podcast ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
Attracting young, diverse talent to the market research industry is essential to its longevity. But this task has proven difficult to date, and it may be a matter of timing. Engaging younger generations in college could lead to greater interest in careers in insights. But that requires intentionality on the part of research companies.
Engagement is just half of the story, however. America’s youth are increasingly diverse. Gen Z is the first majority-minority generation. As they come of age and enter the workforce, they look to work for organizations that prioritize diversity and inclusion. Recent findings show that 68% of Gen Z define diversity and inclusion as racial equality, followed closely by gender equality at 67%, with differently-abled equality rounding out the top three, at 48%. Among Millennials, 69% define diversity and inclusion as racial equality, but fewer define it as gender equality(58%). Differently-abled equality and LGBTQIA equality are tied for third.
Why is this important? If the market research industry hopes to attract younger generations, it must adopt a commitment to diversity and inclusion. Young multicultural adults must see themselves reflected in leadership, so they have something to aspire to. Ultimately, the industry's culture must support diversity and inclusion in principle and practice by creating equitable and inclusive workspaces were people from all backgrounds have a sense of belonging.
In this episode of The New Mainstream podcast, Misty Wilson, Director of Marketing at Greenbook, shares perspectives from her journey as a woman of color in market research and what the industry needs to do to attract diverse talent.
136 επεισόδια
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1 Redefining Masculinity: Navigating Identity, Strength, and Change with Whitney Dunlap-Fowler 47:00
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. Rigid societal definitions of masculinity have given rise to phrases like “man up” and “turn in your man card,” which reinforce outdated ideals and make those who deviate from them feel inadequate—both by women and other men. However, data shows that traditional markers of masculinity, such as hypersexuality and the “perpetual bachelor” persona, are losing their appeal. As these outdated constructs fade, fatherhood, for example, is emerging as a defining trait of contemporary masculinity. While past generations focused primarily on financial provision, today’s fathers take pride in active parenting, embracing their role as engaged caregivers. This shift is reflected in branding and media as advertisers move away from the clueless dad trope and toward representations of nurturing, competent fathers who confidently handle household tasks, from doing laundry to joyfully playing dress-up with their daughters. Despite progress, challenges remain. Many men still struggle with emotional expression, and societal expectations often discourage vulnerability. However, conversations around masculinity and mental health are becoming more mainstream, signaling slow but meaningful change. On this episode of The New Mainstream, Whitney Dunlap-Fowler , Owner and Chief Brand Strategist, of Touch of Whit Creative , explores shifts in masculinity and their impact on culture, relationships, and branding.…
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 steps to eliminate bad actors and dismantle the systems that enable them while cultivating inclusive environments. However, creating systemic change extends beyond workplace reform . For underrepresented and marginalized groups, entrepreneurship offers a powerful avenue for reshaping workplace cultures. By building their own businesses, these groups can design environments informed by their lived experiences. Having encountered bias firsthand, they understand the barriers that need to be addressed and are uniquely equipped to implement infrastructure that promotes equity and inclusion. DE&I is more complex than the headlines suggest. It is not just about increasing representation. To drive real change, the focus must shift to dismantling the systemic barriers that perpetually limit individuals' potential, such as sexual harassment, hiring bias, and societal taboos that obstruct funding equity for founders. In this episode of The New Mainstream podcast, Cindy Gallop , Founder and CEO of MakeLoveNotPorn , discusses how challenging biases and championing inclusivity can help industries unlock untapped potential and create environments where all voices are empowered and valued.…
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, and valued. This approach builds trust, encourages engagement on their terms, and instills the confidence they need to spend freely. A cornerstone of relationship design is the concept of "feedback loops." Actively seeking customer input allows brands to refine their offerings and continuously strengthen connections with their audience. As brands scale, maintaining these relationships requires systems that enable consistent engagement and feedback to ensure the bond remains strong over time. This dynamic helps brands stay attuned to evolving needs while demonstrating a genuine commitment to their customers. Human connection is at the heart of relationship design. Personalized emails, meaningful social media interactions, and attentive customer service are just a few ways brands can cultivate trust and authenticity. Additionally, brands that authentically live out their values and mission resonate more deeply with consumers, particularly when those values align with the consumers' own beliefs. Ultimately, relationship design goes beyond selling a product or service—it’s about crafting meaningful experiences that inspire repeat business and transform customers into brand advocates. When executed effectively, it’s a win-win for both the brand and the consumer. In an episode of The New Mainstream podcast, Cairo Marsh , Founder & Executive Partner at relativ , shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.…
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 channels like TV and radio relied on third parties for consumer data and insights. The shift to streaming has changed this dynamic. Today, digital platforms offer a direct window into consumer behavior, making real-time data about content consumption more accessible. Interestingly, while platforms have evolved, consumer behavior remains largely stable. Consumers still seek engaging content, whether it’s on cable, streaming platforms, or social media. They simply want to watch their favorite shows, regardless of the medium. The platform may change, but the core desire for entertainment remains consistent. One of the challenges in the digital space is managing data from numerous platforms. Content distribution spans not just streaming and cable but also social media, websites, podcasts, and even gaming. That data isn’t easily consolidated. Each platform operates with unique metrics and KPIs, complicating efforts to form a cohesive picture of the audience. Using syndicated tools to normalize and aggregate data across these various channels helps achieve a more holistic view of the consumer 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.…
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, it is essential to be disciplined and realistic about what the market can absorb. Great ideas are not always enough if they cannot find the right platform or audience. There is no single path to success in entertainment, and creators must often work across different formats—whether in English or Spanish, scripted or unscripted content—to find opportunities. The industry’s changes, while presenting obstacles, also offer the chance for creators to wear multiple hats and diversify their work across genres and platforms. But inclusivity remains a significant challenge. While there is a growing demand for authentic storytelling from diverse communities, the reality is that opportunities are still limited. Diverse stories, especially from Latino creators, often face more scrutiny and may be met with criticism from both inside and outside the community. There is a need for more support, unity, and collaboration within marginalized communities to uplift and champion their own stories rather than critique them for not representing every facet of their experience. On this episode of The New Mainstream podcast, Flavio Morales , Board Member, KCRW 89.9FM and Estrella Media, Inc. , explores how the rise of new digital platforms present more opportunities for independent creators to engage directly with their audiences while maintaining greater control over their content, offering new pathways to success.…
1 Future-Proofing Brands: The Power of Inclusive Marketing in Music and Media with Robert Vélez 39:36
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 long-term relationships and driving top-line growth. Music is a universal language, but it carries distinct meanings across cultures. To connect meaningfully, brands must align their messaging with the preferences of various demographics, recognizing that specific genres and cultural trends resonate differently across communities. By grasping these cultural nuances, marketers can create more impactful campaigns and foster stronger connections with multicultural audiences. Incorporating music videos, especially within social content, is essential for marketers targeting younger consumers and diverse groups. Research shows that nearly two-thirds of Hispanic American viewers, for example, place high importance on content that reflects their cultural heritage and personal identity. Additionally, younger generations, especially Gen Z, are increasingly exploring music and media beyond their cultural backgrounds. While language plays a role, authentic representation is the real driver for this demographic, especially as most U.S. Hispanics are bilingual . Language isn’t a barrier—what matters is cultural authenticity. Brands that incorporate genuine cultural signals are far more likely to resonate with these audiences. Ultimately, inclusive marketing must be data-driven. Marketers should ask early on how their brand connects with diverse communities and then create campaigns that fit with what people want today. Brands that fail to be intentional about inclusion or roll back their commitments risk missing out on the opportunity to engage with what will soon be the most diverse consumer market in history. That’s not just a missed opportunity—it’s poor business strategy. Companies can “future-proof” their brands by consistently and authentically engaging with diverse communities across their preferred platforms. In this episode of The New Mainstream podcast, Robert Vélez , Vice President of Inclusive Network & LATAM Sales at Vevo , discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.…
1 From Impact to ROI: Exploring the Link Between DEI and Business Results with Kimberly Ayers Shariff 37:00
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 are better positioned to foster an inclusive and dynamic culture that attracts and retains diverse talent, anticipates emerging trends, and connects with broader audiences. The development of a corporate DEI strategy is essential for guiding these efforts. Such strategies typically involve both overarching themes that apply to the entire organization and specific plans tailored to the needs of individual departments. This dual approach ensures consistency while allowing for flexibility, enabling teams to address their unique challenges effectively. To be effective, however, companies must approach DEI with the same level of detail and analysis as they do other business functions. This includes understanding the connections between DEI initiatives and business outcomes, which helps make the case for DEI as a driver of innovation and growth, not just checking the boxes. Integrating DEI in some industries, like the arts and publishing, is sometimes easier said than done, and the recent backlash against DEI in the business landscape is taking a toll. In response, some companies are doubling down on their DEI efforts, while others are pulling back . Yet, for those willing to endure the scrutiny, committing to DEI as a business practice can be highly rewarding. It reaffirms a commitment to people and community and organically strengthens the bottom line as consumers and employees are drawn to companies that align with their values. In this episode of The New Mainstream podcast, Kimberly Ayers Shariff , Executive Vice President of Strategy for Diversity, Equity & Inclusion at Penguin Random House, makes the business case for DEI as a long-term strategic imperative.…
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 and enhancing data through synthetic samples , which closely mimic human responses. However, AI should complement, not replace, human connection. One effective way to cultivate this human connection is through market research communities (MROCs). These communities provide a platform for obtaining in-depth consumer insights through ongoing conversations, allowing researchers to more profoundly understand consumer needs and frustrations. However, the success of MROCs relies on planning and execution. As consumer behavior evolves, researchers face new challenges, however. Today’s consumers are demanding simplicity and security. To address these expectations, researchers must design studies that are both easy to participate in and protective of sensitive data. The integration of AI, with its associated privacy concerns and potential for inaccuracies, adds to these challenges. Ultimately, a successful researcher blends a deep understanding of consumer behavior with a readiness to adopt new technologies. By integrating traditional research methods with innovative approaches, researchers can gain valuable insights and help brands stay competitive. In this episode of The New Mainstream podcast, Dan Comenduley , Senior Manager of Consumer Insights at UScellular , explores how AI can enhance consumer data collection while emphasizing the importance of preserving the human touch in research. Meet Our Guest: Dan Comenduley has been with UScellular for 3 years and is a Senior Manager on the Customer Insights Team. Dan has a wide range of experience including working at Philip Morris, Pillsbury, Discover Card, United Airlines and Synchrony and a few other places. He has run a wide range of research and analytic projects, sponsorship campaigns and evaluations and social media and advertising campaigns. Dan is focused on customers and representing their thoughts and lives to the entire organization. Dan earned his Bachelor’s degree from The University of Illinois and his MBA from Vanderbilt University. In his spare time, Dan likes to travel and wants to visit every state 5 times and every continent at least once. Dan also was a DJ and enjoys sports and he is working on being a published author.…
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 diversity at every customer touchpoint. This can only be achieved by understanding these communities, inviting them to share their lived experiences and cultures , and using those insights to inform the creative process. Market research, such as focus groups, online surveys, and direct engagement with current customers, is critical to transforming data points into actionable insights that drive effective and inclusive marketing strategies that enhance ad relevance and cultivate brand loyalty. 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 the effectiveness of inclusive marketing. Courageous companies that prioritize DEI, even amid challenges, often discover new market opportunities, drive innovation and establish themselves as responsible corporate citizens. In this episode of The New Mainstream podcast, Devoreaux Walton, MBA , a Brand & Marketing Senior Consultant at relevant and host of The Inclusive Consumer podcast , discusses the relevance of inclusive marketing in today’s complex business landscape.…
1 The Cross-Cultural Advantage: Michael Roca on Rethinking Multicultural Marketing with Michael Roca 45:22
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 not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share. 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 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 support this new reality. Inclusive design plays a crucial role in creating environments that foster collaboration, productivity and a sense of belonging, whether employees work from home, in the office or in a hybrid setup. Inclusive design, which extends beyond the traditional idea of universal design, emphasizes the importance of involving a diverse group of people in the design process to create solutions that cater to a broad range of needs and experiences. This approach is not only about accommodating physical differences but also considering the varied socio-economic backgrounds, gender identities and other factors that influence how individuals interact with their environments. 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 labor market. In this episode of The New Mainstream podcast, Ryan Anderson , Vice President of Global Research and Insights at MillerKnoll , shares insights into the practical applications of inclusive design and its role in shaping the future workplace. About Ryan Anderson: Ryan Anderson serves as Vice President of Global Research and Insights at MillerKnoll. His team leads MillerKnoll’s research, shares insights publicly across the world, and provides workplace strategy and application design services to MillerKnoll customers. With thirty years of industry experience, Ryan’s work has centered on how the places we inhabit can be better designed to support healthy, inclusive, and productive communities. Ryan hosts MillerKnoll’s About Place podcast on the future of the workplace and regularly speaks at public events about MillerKnoll’s historical and current research. Ryan is a contributor to Forbes, and has been featured in a wide variety of additional publications such as The Wall Street Journal, NPR, the BBC, Fortune, Bloomberg, and beyond.…
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 into product development, pricing, placement and promotion—the four P's—ensuring these efforts are not isolated but integral to the overall brand strategy. 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 segmentation strategies beyond demographic factors. Evolving from standard acculturation models, which categorize consumers based on their time in the country or language preferences, to more nuanced approaches that consider cultural mindsets and value systems enables marketers to connect more authentically with diverse consumer groups, recognizing that cultural identity is complex and multifaceted. 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 unconventional sources of consumer insights, like synthetic data. But AI also brings about opportunities. By leveraging machine learning and rich contextual data, marketers can create hyper-targeted campaigns that speak directly to diverse demographics, such as Hispanic, Black, AAPI or LGBTQ+ communities. 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.…
1 Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers with Dawn V. Carr 37:45
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 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 language. 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 and serving Black consumers, particularly Gen Z. Authenticity emerges as a crucial factor, with Black consumers seeking brands that acknowledge them, invest in their communities and empower them. 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 diverse and inclusive teams hinders authentic insights and decision-making processes, leading to tone-deaf marketing campaigns and underwhelming customer experiences. Brands that genuinely understand what Black consumers like and build real connections with them will discover a vast, hidden market just waiting to be explored. 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 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 the experiences, values, and perceptions that define a brand. It's the emotional connection customers feel, the stories they tell about you, and the reasons they choose you over competitors. It's essentially your reputation – what people say about you when you're not around. But building a strong brand isn't just about how you present yourself to the world. It’s also vital to cultivating internal alignment. Engaging your employees, understanding their needs, and empowering them to live the brand's values are essential to brand sustainability. When employees believe in and embody the brand ethos, they serve as ambassadors of it in the marketplace. 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 podcast, Darren Horwitz , Founder of TenTen Group , delves into branding basics and the role brand strategy plays in achieving business success.…
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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 the bottom line and creates distance between the consumer and the brand. Companies need a deep understanding of consumers, and market research is the most effective way to achieve that. 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, Michael Nevski , Director of Global Insights at Visa, delves into the vital link between market research and revenue growth and explores the potential of AI to reshape the industry.…
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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. Understanding diverse consumer perspectives requires more than just surface-level representation. One crucial aspect of fostering authenticity in market research is the composition of research teams. Selecting moderators, for example, that reflect the demographics of the survey participants helps ensure authenticity in their responses. The psychological safety that the environment presents reduces the need for codeswitching, liberating respondents to be their authentic selves. 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.…
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The New Mainstream Podcast
1 Bridging Cultures, Elevating Wellness: The Future of Multicultural Marketing with Will Campbell 42:19
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 backlash against diversity, equity and inclusion has prompted a few to backtrack on commitments made during the peak of social unrest in 2020, leaving consumers feeling angered and confused. 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 authenticity to drive consumer engagement. Brands that bridge cultural divides are the ones that thrive. By genuinely connecting cross-culturally, companies seamlessly align DEI with their bottom line. Inclusivity isn't optional – it's the fuel for long-term success. From diverse workforces to inclusive marketing campaigns, a focus on inclusion strengthens every aspect of a brand. Understanding multicultural consumers means appreciating their commitment to holistic well-being. Black women prioritize mental health , while Gen Z seeks a shift from the “grind” to self-care and mindful living. Brands that tap into these trends resonate with a broader audience. In this episode of The New Mainstream podcast, Will Campbell , Co-founder and CEO of Quantasy , shares his perspective on the state of multicultural marketing and how young, diverse generations are driving wellness trends.…
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The New Mainstream Podcast
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 with these fans, they must seek to understand and cater to their needs, redesigning the fan experience to create a more inclusive and engaging community. But what does that look like? Traditionally, sports fandom has been defined by loyalty to teams and players. But that’s evolving as bilingual Latinos navigate between cultures and languages. Understanding cultural nuances and generational differences within the Latino community can translate into higher ticket sales, greater demand for merchandise, and overall fan engagement for leagues. Because of this, major sports leagues, such as the NFL and MLB, are increasingly embracing the importance of diverse narratives and communities within their fan base. Aside from drafting Latino players and sponsoring Spanish-language simulcasts, leagues and franchises successful at leveraging Latino fandom understand the elements of their sports entertainment offering that appeal to Latinos and invest in supporting those features. Tapping into this demographic represents a substantial economic opportunity. With nearly 20% of the US population identifying as Latino and 40% considering themselves avid sports fans, there's immense potential for growth and innovation. However, capturing the attention and loyalty of young bilingual fans requires more than gestures like heritage nights, which can be perceived as performative if not integrated into a broader engagement strategy. Engagement demands a deep understanding of Latinos' cultural backgrounds and preferences and a commitment to authentic representation. Sports leagues must incorporate these insights into their growth strategies, ensuring the fan experience reflects the diverse communities supporting them. In this episode of The New Mainstream podcast, Jesus Chavez , co-founder and CEO of CABRA Sports , delves into Latino sports fandom, exploring the strategies and cultural insights driving the industry’s evolution.…
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 populations, this awareness often stops short within its own workforce. This creates a troubling gap: the voices informing strategies may be representative, but the decision-makers interpreting and implementing those insights remain predominantly homogenous. This lack of diversity leads to blind spots and missed opportunities, potentially limiting strategy effectiveness and perpetuating biases. Closing the gap between measured and internal diversity unlocks the full potential of insights, creating more opportunities across the board. In this episode of The New Mainstream podcast, Ali Henriques , Global Director of Research Services at Qualtrics, delves deeper into leadership diversity and its impact on recruiting and retaining diverse talent.…
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The New Mainstream Podcast
1 Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor with Beatriz Acevedo 41:49
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 to establish robust digital solutions. These solutions are tailored to help consumers manage their personal finances exclusively through online channels. This shift is not limited to central banks, however. Online banks like Ally Bank and neobanks like Chime are also vying for consumers' attention, offering both traditional and non-traditional banking services and greater flexibility than their brick-and-mortar counterparts. Among the consumers embracing fintech are Latinos, who do so at a higher rate than other demographic groups. This trend can be attributed to a few factors. The Latino population in the U.S. skews younger, and as younger consumers are generally more predisposed to adopting new technologies, fintech becomes a natural choice. Additionally, Latinos may face language barriers and systemic challenges such as discrimination, making fintech options more attractive and accessible. Regardless of how consumers choose to bank, most agree that understanding and managing one’s finances is essential to building wealth and economic self-sufficiency. For Gen Z, especially those subscribing to the concept of 200% , where individuals embrace their dual identity as both American and Latino and whose motivations for wealth-building differ from their parents and grandparents, using an in-culture digital-first financial platform to demystify complex financial concepts is key to engaging them. In this episode of The New Mainstream podcast, Beatriz Acevedo , CEO and Founder of Suma Wealth , underscores the importance of developing culturally relevant fintech tools to increase financial literacy in the Hispanic community. To download the SUMA App, click here .…
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The New Mainstream Podcast
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 spend more in a store. This demonstrates a significant shift in consumer priorities, with many placing a high value on brands that align with their beliefs. While different, D&I and multicultural marketing often converge in practice, creating a powerful synergy for reaching and engaging diverse audiences. The growing multicultural majority in the U.S. has shifted consumer behavior, with individuals increasingly seeking brands that reflect their own diverse identities and values. As a result, multicultural marketing has become an essential tool for brands. A fundamental understanding of D&I and how it integrates into multicultural marketing, from representation to authenticity and cultural competency, helps brands realize the full potential of this synergy. However, the challenge with multicultural marketing often lies in the limitations imposed on it. Often, multicultural marketing is viewed as separate from mainstream marketing strategies, leading to limited budgets and resources that can negatively impact campaign performance and jeopardize relationship-building efforts with diverse audiences. In this episode of The New Mainstream podcast, Javier Farfan , Culture Marketing Strategist at the National Football League (NFL) , delves into various multicultural campaigns the NFL has launched to effectively reach and engage multicultural audiences and how the league overcomes multicultural marketing pitfalls.…
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The New Mainstream Podcast
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 remains plagued by rising rates of homelessness and hunger. Countless children go to school hungry every day, relying on free or reduced-price lunches, often their only nutritious meal of the day, before returning to homes lacking access to fresh, healthy food. Two common approaches to combating social issues like food insecurity involve programs and policies. One such program is the Supplemental Nutrition Assistance Program (SNAP), formerly known as Food Stamps, while the policy in question is the Farm Bill. SNAP serves as the first line of defense against hunger . However, the stigma associated with the program and misconceptions surrounding its benefits and accessibility have made it a target for some lawmakers and their constituents. Systemic barriers restrict access to the program for those who need it most. For instance, while seemingly fair on the surface, the requirement to work a minimum of 20 hours per week fails to account for the realities of life experiences stemming from poverty, such as lower education levels and criminal history, factors that can significantly impact employability. SNAP's modest benefits, amounting to essentially $2 per person per meal, are inadequate to cover the rising cost of food today. Nevertheless, it helps keep food on the table for families and supports small businesses like local farmers who grow and sell food to local markets, creating jobs in the community. Critics of the program point to a perceived lack of personal responsibility among those in need as reasons to dismantle it. However, hunger is not a consequence of personal failings but a symptom of systemic injustice. Programs like SNAP should be more inclusive of the people they serve and not be subject to policy changes designed to cut government spending without addressing the underlying needs that necessitate these programs. Such changes are often based on harmful stereotypes. Everyone feels the impact of an unhealthy food system. By actively informing Congress about the real-life struggles of those affected, we can collectively advocate for meaningful solutions. In this episode of The New Mainstream podcast, Christina Wong , former Director of Public Policy & Advocacy at Northwest Harvest , shares insight into the Farm Bill’s SNAP provisions and the push for food equity. Please Note: Christina Wong now serves as Vice President of Programs at Washington Conservation Action.…
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The New Mainstream Podcast
Consumers are demanding more from brands when it comes to diversity, equity and inclusion. They are tired of the social polarization surrounding DEI and how these concepts are exploited to foster division and isolation. They support brands committed to creating a culture of respect and understanding where everyone feels valued, seen and heard in the workplace and the marketplace. But too often, DEI initiatives in organizations go no further than high-level training and one-off workshops. DEI is more than bias training, however. It's about embedding DEI into all aspects of the organization, from hiring and promotion to product development and marketing. Brands demonstrating their commitment to DEI will resonate with consumers, especially multicultural segments and younger generations . These consumers are increasingly looking to support brands that align with their values, and DEI has become one of their core values. Studies show that African American and Hispanic respondents, for example, are the most likely to support a company that makes a public commitment to diversity and inclusion initiatives. They do this by sharing support on social media, spending more money at stores, and going out of their way to shop in specific stores. Removing limiting factors like bias and stereotype threat from organizational culture liberates employees to perform at their best, resulting in increased productivity, improved work outputs, and higher revenues. In this episode of The New Mainstream podcast, Maria Morukian , CEO of MSM Global Consulting , discusses how to build high-performing, inclusive workplaces that better serve employees and consumers.…
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The New Mainstream Podcast
Americans are feeling the pinch in their wallets, with fears of a government shutdown looming and prices for everyday goods and services rising. Consumers have been on an economic roller coaster for a few years due to COVID-19, which left millions jobless, and George Floyd's murder, which sparked national protests for social justice. These events have caused a ripple effect throughout the economy, leaving many people struggling to make ends meet. During the COVID-19 pandemic, many consumers went from overspending to spending far less as household incomes fluctuated. Those who could afford to spend increased their e-commerce purchases and invested in new financial instruments like cryptocurrencies . However, with the continuing economic uncertainty, consumers are generally being more cautious with their spending. Generationally, Gen Z consumers aged 16 to 25 have proven resourceful when it comes to personal finance, particularly “Zennials” (also known as “Zillennials”), older Gen Z and younger Millennial consumers on the fringes of their cohorts. But unlike Millennials, who as a generation are struggling to catch up to where they should be from a savings perspective due to factors like student loan debt and pandemic losses, have struggled to plan. But their younger siblings, Gen Z, have watched and learned, leaning into advice from family and friends on what to invest in and leveraging fintech tools to manage their money. Fintech is addressing the gaps in financial planning by meeting consumers where they are – online. Thus, the rise of fintech apps enabling consumers to forgo traditional banking models and embrace digital tools to handle money matters. This has become particularly important to underserved consumers who experience banking differently. Younger generations are open to using AI-based tools for money management, but they still value human input from parents and financial advisors. On this episode of The New Mainstream podcast, Lilah Raynor , CEO of Logica Research , explores the money management habits of Gen Z and Millennials and sheds light on AI's impact on financial services.…
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The New Mainstream Podcast
Over 60% of the population has curly hair, but not everyone loves their curly locks. Cultural norms in the U.S. tend to equate attractiveness and professionalism with straightened hair, while natural coils are often stigmatized as too ethnic and unprofessional. There is a hierarchy of hair texture, with straight hair sitting at the apex. Consequently, this creates pressure for one to conform to land their dream job and live an ideal lifestyle. But the tide is turning, particularly among Black women tired of subjecting themselves to harsh chemical relaxers that have long been associated with increased risks for diseases, prompting a rise in products catering to their natural hair needs. In general, however, consumers are becoming more aware of the chemicals used in common beauty products and asking more questions. They are reading ingredient lists and scouring product reviews to educate themselves, and many are pivoting to clean and inclusive brands due to what they learn. Legislatively, the CROWN Act (Create a Respectful and Open World for Natural Hair), now legal in 24 states, prohibits employers, labor unions, and employment agencies from discriminating against any employee “on the basis of hair texture or protective hairstyle associated with race.” People feel more empowered now than ever to embrace their authentic selves, including their natural, curly hair in all its glory. As demand soars, more CPG brands should take note, research, and engage with this emerging market. In this episode of The New Mainstream podcast, Stephanie LaFlora , Co-Founder and CEO of Crownhunt shares insight into the natural hair market and how brands targeting black and brown consumers need to show up.…
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The New Mainstream Podcast
Mainstream media often focuses on the economic and racial disparities that plague Black communities, and brands misunderstand and misrepresent Black Americans in advertising. Despite this, Black Americans are a resilient consumer group with $1.6 trillion in purchasing power and undeniable influence on American culture. But reducing Black Americans to their economic potential is a disservice to their value as people. Because they speak English and have acculturated in many ways to various circumstances, often to access better opportunities or for safety, there is a tendency to roll them into the mainstream instead of seeing them as a unique demographic with their own set of values, experiences and behaviors. And even within the Black population, it’s important to note that Black consumers in the U.S. are not a monolith. Like Hispanics and Asians, Black Americans are diverse — from skin tones to language, culture rules to mores. One in 10 Black consumers living in the U.S. is foreign-born , bringing with them the cultural nuances of their countries of origin. The diversity of Black American sub-cultures makes it essential for marketers to close the gap of misunderstanding about the Black consumer collective through market research and insights. In this episode of The New Mainstream podcast, Pepper Miller , president and senior analyst at Hunter-Miller Group , returns to the podcast to discuss the importance of market research in understanding underrepresented consumer segments and her new book, “Let Me Explain Black, Again.”…
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The New Mainstream Podcast
1 How DEI Helps Companies Build Early Career Talent Pipelines and Strengthen Employer Brands with Henal Majethia 31:13
The workforce is evolving, and with it, expectations of companies to be more inclusive in their hiring and retention practices. Younger generations, particularly Gen Z, are entering the workforce with a strong sense of self-confidence and a clear idea of what they want in a work experience. They are willing to pass on a job, even if it pays well, if it does not align with their values or create a supportive work environment. So how do companies compete for talent? Post-pandemic, many attempted to attract younger demographics by dismantling their cubicles and building open workspaces with pool tables. Then the pandemic shifted how we work. Offices were shuttered, and employees worked from home, creating the “work from anywhere” culture many companies now find contentious . Gen Z, on the other hand, has fully embraced it and seeks to align with companies that value work/life balance and offer opportunities for growth and development. But job candidates don’t just want employers to dismantle their cubicles. They expect companies to aid in the dismantling of systemic racism and other pressing issues plaguing society, like climate change. Developing an employer brand that appeals to Gen Z requires a visible and vocal commitment in these areas. With seasoned workers aging out of the workforce, taking their institutional knowledge with them, the balance of power has shifted to young job candidates, making those commitments essential. Gen Z is the first multicultural majority generation in U.S. history. They are tomorrow’s leaders, and the onus is on employers today to create an early career talent pipeline to replace outgoing talent. That won’t be easy, especially for companies unwilling to evolve with culture. In the past, the employer sat in the seat of power, and now it’s the candidate, and they aren’t asking about pool tables. They want to hear about the companies’ DEI goals and progress, employee resource groups (ERGs) and the annual DEI report. Failing to make this information accessible could jeopardize the employer brand. In this episode of The New Mainstream podcast, Henal Majethia , Diversity Recruiting Manager, University Relations at Eastman , discusses the importance of diversity, equity, and inclusion in building healthy early career talent pipelines and strengthening the employer brand. Meet Menal Majethia Henal (“hen-null”) Majethia began her career after graduating from the University of Tennessee at Amazon Fulfillment, supporting Operations, Supply Chain, and Distribution, and later launching the Operations University Recruiting initiatives for the East Coast. In this role, Henal supported US and CA hiring goals and was able to spearhead the HBCU (Historically Black Colleges and Universities) and HSI (Hispanic-Serving Institutions) recruiting presence. She was exposed to DEI during this tenure. Upon completing graduate school at Northeastern University, Henal joined Eastman, where she continues leveraging her skills in early career talent and DEI in her current role.…
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The New Mainstream Podcast
1 How to Use Adaptative Marketing Strategies to Engage Communities and Build Brands with Dr. Raymona H. Lawrence 28:57
Today’s discerning consumers crave personalized marketing experiences in which they feel seen and heard. The paradigm has shifted, and brands looking to stay ahead of the curve are working to foster genuine connections with consumers by committing to inclusivity in products and services and participating in meaningful community engagement. This is particularly important for hard-to-reach demographics, like multicultural consumers, who have endured generations of misrepresentation and underrepresentation in advertising. While traditional advertising revolves around reaching the masses, often at the expense of the consumer experience, network marketing, on the other hand, leverages person-to-person interactions by independent sales teams to directly engage communities. Popular beauty brands like Avon, Mary Kay and Beautycounter have harnessed the power of this model, often referred to as multi-level marketing, to build global billion-dollar enterprises. Yet, disparities between corporations and communities persist. There lies a need for adaptive strategies that bridge these gaps, ultimately culminating in enriched consumer experiences. In this episode of The New Mainstream podcast, Dr. Raymona H. Lawrence , founder of Dr. Raymona H. Lawrence Coaching, LLC , explores the intersection between brands, communities and marketing strategies.…
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The New Mainstream Podcast
The American ethos of “individualism,” which prioritizes self-reliance, independence and frugality, has tremendously impacted general market advertising strategies. Marketing to Hispanic consumers, however, requires a different approach. The Hispanic ethos embodies collectivism, emphasizing the belief and practice of interdependence and interconnectedness among individuals. Twenty-eight percent of Hispanics live in multigenerational homes where bilingual-bicultural family members typically serve as digital sherpas for Spanish-dominant loved ones who need assistance with online purchasing decisions and online/offline searches. Interestingly, when Hispanics search online, they prefer to search in English, particularly among the highly acculturated. Marketers may misinterpret this to mean that English-dominate or English-proficient Hispanics are receptive to general market ads when they are not. While advertisers may be reaching Hispanics with these ads, they are not truly connecting with them if they are not brand loyal. And how can they be brand loyal if they do not see themselves reflected in the campaigns? At that point, it becomes a transaction driven by price or availability, not a genuine connection with the brand. To effectively engage with the bilingual-bicultural Hispanic market, brands must embrace and understand the importance of community, family, and shared experiences. Rather than solely focusing on individual benefits, marketers should emphasize these cultural values in their marketing campaigns. Highlighting how a product or service contributes to the collective well-being and fosters connections can resonate more deeply with Hispanic consumers. In this episode of The New Mainstream Podcast, Maria (Lopez) Twena, Chief Marketing Officer at Adsmovil and children’s book author of the MariVi the Master Navigator series, discusses the importance of cultural values like collectivism to marketing to bilingual-bicultural Hispanics. For more Hispanic Consumer insights, get the free report, “The Hispanic Market is not a Monolith but it is Collective,” presented by Publicis Media, Adsmovil and ThinkNow. Download it here . Meet Our Guest: Maria (Lopez) Twena, Chief Marketing Officer, Adsmovil Maria (Lopez) Twena serves as Chief Marketing Officer of Adsmovil, a leading minority-owned and certified mobile advertising and digital media pioneer. An award-winning marketer with extensive expertise in technology, digital media, and branding, Twena has over thirty years of marketing acumen. Prior to joining Adsmovil, she served as CMO of Entravision Communications and as CMO of Pulpo Media. Widely recognized for her expertise in branding, positioning, and multicultural consumer segments, Twena’s accolades include receiving the ADCOLOR Award (2009) for her groundbreaking achievement in identifying, segmenting, and targeting bilingual/bicultural Hispanics while at MRM (McCann Worldgroup). There, she founded a discipline that developed Best Practices for advertising to the Hispanic bilingual/bicultural cohort. She has served as a Board Member of the Association of Hispanic Advertising Agencies and as a faculty member of the Association of National Advertisers (ANA). She is also a ThinkNow Advisory Board Member. Twena is a graduate of Loyola University of the South (B.A. Psychology) and the University of New Orleans (M.A. Mass Communications, with a specialty in Film and Television). She has also authored a children’s book and TV series: MariVi, the Master Navigator Series, which follows its heroine, MariVi, a bilingual/bicultural character, and her family, the Abascals, as they adapt to life in the U.S. The first of the MariVi television series premiered on Nuestra.TV in April 2023.…
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