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

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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.

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.

  continue reading

135 επεισόδια

Artwork
iconΜοίρασέ το
 
Manage episode 429423309 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.

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.

  continue reading

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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.…
 
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.…
 
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.…
 
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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.…
 
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.…
 
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.…
 
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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