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[Podcast] Black American Subcultures Matter, Too

At 13% of the U.S. population, Black Americans are key drivers of mainstream cultural trends. From music to sports, fashion, and the latest Tik Tok dances, the influence of Black American culture is evident in almost every facet of daily American life. But unlike other multicultural groups, African Americans are often still treated as a monolith by marketers. Faulty sampling methods and inadequate segmentation give marketers an inaccurate view of the Black American experience. And while social justice movements have pushed the needle of change forward for D&I initiatives, the complexities and nuances of Black American subculture are still widely misunderstood. 

November 12th, 2020|African-American Market Research, Blog, Consumer Sentiment, Online Market Research, Podcast|
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[Podcast] Remix Culture: Multiculturally Influenced, Influencing Culture

Multicultural audiences are significantly driving mainstream identity and influencing emerging trends. According to UM’s Annual Cultural Dimension study, two out of five general population consumers indicate being influenced by Latino, Black, and Asian segments when it comes to passion points like music, fashion, hair care, food, sports, and more.  As consumer behavior shifts in response to cultural identity and increased exposure to cultural norms via the internet and social media, brands work overtime to cultivate relationships steeped in the remix culture, which is primarily defined by a mindset, not the consumer. This paradigm shift is changing the fabric of what we know today as American culture. 

October 28th, 2020|Blog, Consumer Sentiment, Multicultural Consumers, Online Market Research, Podcast, Total Market Research|
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[Podcast] Building Latinx Brand Advocates Through Online Purchasing Insights

From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist culture greatly influences brand experience and purchasing behavior. Hispanic consumers conduct searches to assist spouses, friends and family members, both inside and outside their household. Marketers and advertisers need to learn how to better engage the “digital Sherpas” within Hispanic communities. To guide us, Maria Twena, Global Head of Consumer X at 9th Wonder Agency, returns to the New Mainstream podcast to discuss new research conducted by ThinkNow and 9th Wonder Agency on the dynamics of Latinx purchase behavior, including their online shopping habits – from the digital touchpoints they choose to the products they buy and their collective spend – and what it takes to facilitate brand fandom.

October 13th, 2020|Blog, Consumer Sentiment, Hispanic Brands, Hispanic Consumer Research, Hispanic Market Research, Online Market Research, Podcast|
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[Podcast] Technology Makes Personal Finance Accessible to Hispanics

Financial literacy among U.S. Hispanics is lower, on average, than the general population. Numerous factors are contributing to the gap, such as youth, language barriers, lower income, and fewer assets. As a consequence, many Hispanics have a limited understanding of personal finance and how to build wealth, especially among Spanish dominant consumers.  In this week’s episode of The New Mainstream podcast, we sit down with Francisco Javier Arceo, Founder and CEO of Unidos, to discuss financial literacy in Latino communities and how technology can make personal finance simple and accessible to Hispanic consumers. 

October 1st, 2020|Blog, Hispanic Consumer Research, Hispanic Market Research, Online Market Research, Podcast|
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[Podcast] Not Just Campaign, A Commitment – Multicultural Marketing and The New Majority

Forty percent of American consumers are ethnically diverse, yet only five percent of advertising dollars are allocated to environments that are contextually relevant to these audiences.As racial injustice protests accelerate conversations about inclusion marketing, brands must contend with the fact that fielding multicultural data is no longer optional. It is now necessary to create equity with these communities, extending far beyond sales to corporate social responsibility. This week, Latoya Chrisitian, Marketing Partner at GroupM, joins us to discuss multicultural marketing strategy and how to use multicultural data to quantify opportunities and create culturally relevant content on the right platforms. 

September 16th, 2020|Blog, Consumer Sentiment, Multicultural Consumers, Online Market Research, Podcast|
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[Podcast] Multicultural Consumers Will Lead America’s Economic Recovery

Multicultural consumers are poised to be at the forefront of economic recovery in the U.S.  Due to COVID-19, minority women-owned firms are pivoting to innovative strategies to continue delivering value to their clients. In many cases, they are discovering more profitable ways to do business. Essential workers, who are predominantly multicultural, are working on the front lines in healthcare, municipal services, and retail to sustain our communities. Yet, diversity and inclusion within the fabric of these communities is still elusive.  This week, Yai Vargas, Diversity & Inclusion Consultant and Founder of The Latinista, joins the New Mainstream podcast to discuss the challenges women of color face in business, the importance of diversity and inclusion to business growth, and how multiculturalism will lead America’s economic recovery. ·

August 5th, 2020|Blog, Integrated Market Research, Multicultural Consumers, Online Market Research, Podcast|
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[Podcast] Latina Businesses Hit Hard By Financial Losses During COVID-19

Before the pandemic, Latina owned businesses were among the fastest-growing in the United States. Now, many are facing the threat of permanent closure. Access to funding continues to plague Latino business owners, as 91% were unable to obtain funds from the federal government’s Paycheck Protection Program. Hispanic women-owned businesses, in particular, are absorbing the lion’s share of these financial losses, as they make up the majority of microbusinesses within this demographic. Lucy Flores, CEO and Co-Founder of Luz Collective, joins us on The New Mainstream podcast to discuss the unique challenges Latina business owners face and how COVID-19 has impacted their viability. ·

July 22nd, 2020|Blog, Hispanic Market Research, Online Market Research, Podcast|
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