The New Mainstream podcast features real conversations about the cultural nuances impacting multicultural communities in the U.S. and its influence on brand marketing and the importance of DEI in strategic marketing conversations.
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Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers with Dawn V. Carr
37:45
37:45
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37:45
Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their culturalimpact 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 compl…
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Revealed: The Critical Role of Brand Strategy in Business Success with Darren Horwitz
39:00
39:00
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39:00
Whether refreshing an existing brand orlaunching 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 merelyidentifiers, visual representations of a brand’s ideals. But branding goes deeper than that…
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Is Market Research Poised for Sustainable Growth in the AI Era? with Michael Nevski
43:35
43:35
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43:35
Effective market research goes beyond understanding trends to identifying opportunities in the market. But many companies struggle to translate data insights intotangible 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. Failin…
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Diverse Teams Can Transform Market Research: Authentic Insights Ahead with Kai Fuentes
47:45
47:45
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47:45
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 toselecting modera…
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Bridging Cultures, Elevating Wellness: The Future of Multicultural Marketing with Will Campbell
42:19
42:19
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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, …
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Revolutionizing Sports Fandom: Engaging Young Bilingual Latino Fans with Jesus Chavez
50:05
50:05
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50:05
In the dynamic landscape of sports fandom, one demographic stands out for its potential to reshape the future: young bilingualLatino 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 wit…
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Can the Insights Industry See Itself Clearly? with Ali Henriques
31:36
31:36
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31:36
As Women's History Month approaches each year, theremarkable 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 understand…
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Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor with Beatriz Acevedo
41:49
41:49
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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 lan…
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Overcoming the Limits of Multicultural Marketing with Javier Farfan
49:53
49:53
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49:53
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-s…
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Inclusive Farm Bill Advocacy: Advancing Food Justice for All with Christina Wong
33:51
33:51
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33:51
Soaring interest rates on borrowing and sharp increases infood 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 large…
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DEI: The Secret to Building High-Performing Inclusive Workplaces with Maria Morukian
36:46
36:46
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36:46
Consumers are demanding more from brands when it comes todiversity, 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…
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How Fintech is Changing the Way Gen Z Manages Money with Lilah Raynor
30:37
30:37
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30:37
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 h…
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Embracing Natural Curls: The Rise of the Natural Hair Market with Stephanie LaFlora
32:01
32:01
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32:01
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. Consequent…
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How Market Research Can Help Brands Connect with Black Consumers with Pepper Miller
34:08
34:08
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34:08
Mainstream media often focuses on the economic and racialdisparities that plague Black communities, and brands misunderstand and misrepresent Black Americans in advertising. Despite this, BlackAmericans are a resilient consumer group with $1.6 trillion in purchasing power and undeniable influence on American culture. But reducing Black Americans to…
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How DEI Helps Companies Build Early Career Talent Pipelines and Strengthen Employer Brands with Henal Majethia
31:13
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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, i…
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How to Use Adaptative Marketing Strategies to Engage Communities and Build Brands with Dr. Raymona H. Lawrence
28:57
28:57
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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 workingto foster genuine connections with consumers by committing to inclusivity in products and services and participating in meaningful community engagement. This is p…
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What You Need to Know About the Bilingual Bicultural Hispanic Market with Maria Twena
26:25
26:25
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26:25
The American ethos of “individualism,” which prioritizes self-reliance, independence and frugality, has tremendously impacted generalmarket advertising strategies. Marketing to Hispanic consumers, however, requires a different approach. The Hispanic ethos embodies collectivism, emphasizing the belief and practice of interdependence and interconnect…
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Will AI Modernize the Insights Industry? Here Are the Pros and Cons with Rick Kelly
30:20
30:20
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30:20
The future of AI may be uncertain, but one thing isclear, it will fundamentally transform how we do business and deliver value to clients. The technology is constantly evolving, pushing boundaries and challenging our preconceived notions. This rapid evolution sparks a sense of anticipation and enthusiasm across industries. But it also raises concer…
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Driving Sustainable Change Through DEI and Employee Engagement with Sue Schmidlkofer
34:49
34:49
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34:49
June presents organizations with opportunities like Pride and Juneteenth to actively engage with and support diverse communities. But demonstrating a commitment to diversity, equity and inclusion requires a consistent and continuous effort at all levels of an organization if it’s to foster an inclusive environment in which people feel valued, seen …
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Navigating the Intersectionality of Organizational Culture and Change Management with Alissa Lieppman
30:43
30:43
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30:43
During the Fall League Meeting in 2022, the National Football League announced enhancements to its diversity, equity and inclusion initiatives across its 32clubs and the league office. Essential to the success of these initiatives is culture, and people are at the center of culture. Peter Drucker is often credited with saying that "culture eats str…
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Promoting Health Equity: Overcoming Implicit Bias in Public Health with Denise Evans
39:35
39:35
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39:35
May is Maternal Mental Health Month, a time dedicated to raising awareness about the intersectionality of motherhood and mental health. It serves as a reminder that behind the joy and anticipation of becoming a mother, there may also be hidden struggles and challenges that need to be acknowledged and addressed, like access to quality care, particul…
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The Mechanics of Effectively Engaging Asian American Survey Panelists with Iris Yim
34:47
34:47
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34:47
Implementing a multicultural marketing strategy is one of the most impactful ways brands can tap into the new mainstream. The U.S. consumer marketis speeding toward a multicultural majority. Marketers are tasked with gaining a deeper understanding of these diverse consumer segments and craftingmessaging that appeals to them and motivates them to ac…
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Beyond the Hype: Genuine Commitment to DEI in the Beauty Industry with Mia Talavera
32:33
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32:33
The racial reckoning of 2020 brought diversity, equity, and inclusion to the forefront, although the concept itself is not new. Unfortunately, many brands have taken advantage of this movement for their benefit, resulting in broken promises and hollow commitments that have undermined their reputation. However, for brands like LVMH, there is an urge…
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Gender-Neutral Roles and Representation in Advertising and the Workplace with Dana Rapoport
23:35
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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 responsibilit…
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Why Partnering with DEI Consultants Can Drive Meaningful Change in Your Organization with Ali Sheehan Mignone
29:57
29:57
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29:57
Regardless of size, many organizations struggle to implement effective diversity, equity, and inclusion (DEI) initiatives. This challenge can be incredibly daunting for smaller organizations that may not have a dedicated HR department or the necessary expertise in this area. Working with DEI consultants can help theseorganizations overcome these ob…
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