Since the onset of COVID-19, global communities have been rallying around one another in solidarity, giving marketers a unique window into the cultural nuances reshaping consumer behavior. As brands peer into the looking glass of the next normal, much of the context for their brand strategy will be dictated by these cultural connections and new patterns in consumer behavior. This week, Dr. Jake Beniflah, Executive Director of the Center for Multicultural Science, stops by The New Mainstream podcast to discuss the influence of cultural DNA on brand strategy, recession marketing, and the future of brand loyalty during the pandemic. ·
In the wake of global protests denouncing police brutality and racial inequality, many companies have issued statements of solidarity and are actively pledging to work towards building more inclusive workspaces. But often, diversity and inclusion are reduced to hiring and recruiting metrics, and not considered in the broader context of culture, product development, and content creation. This week, we sit down with Ish Verduzco, Diversity Specialist and Strategic Partnerships Lead at Snap Inc, and author of “How Successful People Get Ish Done,” to discuss how diversifying your teams naturally increases engagement of multicultural audiences and has a sizable impact on your bottom line. ·
Semiotics -- the study of symbols and their usage in a broader context -- is a major element of effective brand strategy but is often overlooked and underutilized. Marketers tend to analyze consumer behavior at a high level but fail to look at the subconscious forces that influence consumers’ thoughts, feelings, and ultimately purchasing decisions. This week, we speak with Whitney Dunlap-Fowler, semiotics expert, brand strategist and founder of A Touch of Whit Creative, to examine the history of culture, the differences between culture and multiculturalism, and how semiotics can be used by brands to get a more comprehensive narrative of consumer behavior. ·
As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on their lives in real-time, especially among multicultural groups who have been hit disproportionately. This week, we sit down with Natasha Pongonis, co-founder of Nativa and CEO of OYE! Business Intelligence, to discuss how social media insights reveal nuances in multicultural conversations, including keywords and geographic sentiments, that brands can use to meet the needs of diverse audiences and stand out with relevant messages during the pandemic.
Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies. ·
[Podcast] Fastest-Growing. Affluent. Culturally Confident. Trailblazing – Asian Americans Raise the Bar
Asian American Millennials are rising stars in the cultural influencer market, outspending American Baby Boomers and emerging as pioneers of technology and innovation. As the fastest-growing minority group in the U.S., Asian Americans’ collective spending power is quickly becoming a focal point for aspiring brands. This week, to celebrate Asian and Pacific Islander American Heritage Month, we speak with Selina Guo, Director of Strategic Planning, and Max Davidson, Chief Integrations Officer at Admerasia about Asian American market trends, implications for brand strategy, and combating xenophobia in the wake of COVID-19. ·
[Podcast] Getting Creative – How the Hispanic Restaurant Industry is Weathering COVID-19, What’s Ahead
Many small businesses are finding new ways to breathe life into their revenue streams during the COVID-19 pandemic to offset slow customer traffic and trickling income. This week, Barney Santos, CEO of Gentefy and BLVDMRKT, discusses how Hispanics in the restaurant industry are adapting sales initiatives to social distancing, and why virtual marketplaces will be essential to small business success as consumers adjust to post-quarantine life.
Today’s multicultural consumers are younger than the general population and tech-savvy, making mapping their digital DNA essential to a company’s value chain. The issue is that some of that intel comes too late in the process. This week, Charlie Echeverry, founder of Black Brown Collective, discusses the intersection of digital, diversity, and youth and how putting diverse consumers at the top of the value chain will be a game changer for companies and brands looking for sustainable growth.
Music, one of the most prolific forms of cultural expression, influences consumer behavior and brand affinity. In this week’s episode, Nidia Serrano, Audience Marketing Director at Pandora, discusses how cultural cues impact trends in music marketing research, and how advertisers can use those insights to create relevant content for multicultural audiences.
In this episode, we examine how redefining diversity and inclusion positively impacts business performance and reveals unique opportunities for businesses to bootstrap growth. Kristin Luck, Founder of ScaleHouse and WIRe (Women in Research), discusses the pitfalls of the corporate patriarchy and ways industry, in general, can help level the playing field for marginalized groups.