Gender-Neutral Roles and Representation in Advertising and the Workplace with Dana Rapoport

The New Mainstream Podcast

M4A•Αρχική οθόνη επεισοδίου

7:38

Last summer, something monumental happened. One of Uncuffed's founding producers, Greg Eskridge, came home after more than 30 years in prison. In this episode we’ll bring you back to that emotional day last summer when he walked out of the San Quentin gates, free at last. Our work in prisons is supported by the California Arts Council, the California Department of Corrections and Rehabilitation, independent foundations, and donations from listeners like you. Learn more, sign up for Uncuffed news, and support the program at www.weareuncuffed.org Follow us @WeAreUncuffed on Instagram and Facebook Transcripts are available within a week of the episode coming out at www.kalw.org/podcast/uncuffed…

πριν 2 χρόνια 23:35

The global economy runs on transportation, and if that transportation moves people or things and needs service and maintenance, technicians are doing the work. Yet less than 3% of employed technicians are women and a major contributor to that statistic is the stereotypes around who "can" or "should" be a technician.

Gendered roles and responsibilities, from the workplace to the home front, slam the doors of progress and perpetuate a narrative of exclusivity. Breaking the cycle requires featuring people from various backgrounds in different circumstances. This is especially crucial for marketers to connect with contemporary consumers, notably Gen Z, who reject conventional societal norms. That's why brands such as Ulta Beauty showcase both male and female models in their advertisements, and it's no longer newsworthy for men to wear skirts on the red carpet.

In this episode of The New Mainstream podcast, Dana Rapoport, Chief of DE&I at TechForce Foundation, discusses gender-neutral roles and the importance of a diverse workforce.

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#Business #ThinkNow Research #New Mainstream

Gender-Neutral Roles and Representation in Advertising and the Workplace with Dana Rapoport

The New Mainstream Podcast

published πριν 2 χρόνια

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M4A•Αρχική οθόνη επεισοδίου

In this episode of The New Mainstream podcast, Dana Rapoport, Chief of DE&I at TechForce Foundation, discusses gender-neutral roles and the importance of a diverse workforce.

136 επεισόδια

#Business #ThinkNow Research #New Mainstream

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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.…

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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.…

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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.…

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44:31

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.…

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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.…

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37:00

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AI and the Evolving Market Research Landscape with Dan Comenduley 37:17

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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.…

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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.…

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The Cross-Cultural Advantage: Michael Roca on Rethinking Multicultural Marketing with Michael Roca 45:22

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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.…

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How Inclusive Design is Impacting the Future of Work with Ryan Anderson 45:11

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45:11

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.…

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πριν περίπου ένα χρόνο49:14

49:14

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.…

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Multicultural Marketing: Bridging the Gap with Contextual Technology with Tony Gonzalez 41:29

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41:29

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.…

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Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers with Dawn V. Carr 37:45

πριν περίπου ένα χρόνο37:45

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.…

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Revealed: The Critical Role of Brand Strategy in Business Success with Darren Horwitz 39:00

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