After college, Marissa Nance headed to New York City with just enough cash to cover a month of expenses and more than enough talent to land a job at one of the largest advertising agencies in the world. Fast forward a few years, this pioneering media expert, fearless marketing executive, and groundbreaking content producer with credits like “Survivor,” “Top Chef,” and “The Biggest Loser” to her name, launched Native Tongue Communications (NTC), the first and only minority-and-female-certified media agency in the U.S. committed to bringing to life innovative, thought-provoking and culturally relevant ideas that authentically connect brands to diverse and growing populations.
Craft beer brands are carving out a significant niche in the beer industry. Mass market favorites like Bud Light, Miller Lite, and Michelob have dominated grocery and convenience store shelves for years but are now making room for craft beer alternatives targeting a growing contingent of beer drinkers preferring the nuanced flavors of local brews. But it’s not just the taste of craft beer that’s driving demand among enthusiasts.
In port cities like Miami and New York, it’s common for people of Latin American or Spanish descent to identify with their countries of origin. However, the term “Hispanic” becomes more prevalent the further inland you go, as immigrant communities assimilate to the American way of life defined by labels. The label “Hispanic” represents a diverse mix of cultures, traditions, and ideals that define this young consumer group wielding its purchasing power in support of culturally sensitive brands.
Supplier diversity programs were developed to level the playing field for diverse suppliers, including minority, women, LGBTQ, disabled, and veteran-owned businesses. By connecting entrepreneurs to economic opportunity, ideally, organizations can harness the power of the marketplace to drive social impact. However, supplier diversity often falls short on the data. It’s widely known that diverse suppliers are not given the opportunities to contract for public sector work at the rate of their non-minority and male counterparts despite the explosive growth of entrepreneurship among minority and women-owned firms.
The death care industry is evolving to keep pace with how consumers perceive death and experience grief today. Expensive funerals with caskets and traditional burials are being replaced by body composting (green funerals) and memorial stones made from the remains of loved ones. Among the innovators in this space are tech startups, more specifically, death tech startups, like Lalo.
When consumers have a good experience, they tell three people. When they have a bad one, they tell ten. Doing a deep dive into conversations taking place on the ground is essential to identifying and combating false narratives that can derail a multicultural marketing campaign. This is especially important when that campaign is in the interest of public health.
Market researchers and strategists have a symbiotic relationship. Strategists offer a hypothesis or point of view, creating meaningful relationships between data and facts. It’s a matter of connecting the dots, not collecting the dots. While data gives voice to the consumer, strategists factor in cultural context to present a holistic picture of the narrative the data is trying to tell.
Organizations often launch diversity and inclusion initiatives as strategic imperatives to create more equitable and inclusive work environments. While it’s the right thing to do, it’s often assumed that there’s immediate buy-in across the board. That’s not always the case, however. Within the company, there are ways to be an intrapreneur and make an impact.
Modern-day corporate America has a uniform – typically white, male, and of certain affluence and political view. However, diverse talent across the board is calling for a new lens that promotes diversity, equity, and inclusion initiatives both within and outside of organizations. Marketers and researchers of color, for example, seek equity in pay and more seats at the table, as well as equal opportunity.