Representation, Culture, and Power in the marketing ecosystem

For years, multicultural marketing was treated as an add on. Something layered onto a broader strategy. But in a country where diversity is now the engine of growth, that approach is no longer enough.

In this episode of The New Mainstream Podcast, Mario Carrasco speaks with Arnetta Whiteside, SVP, Multicultural Consulting, Publicis Media at Publicis Groupe, about how brands must rethink culture, representation, and who truly holds power in the marketing ecosystem.

The conversation closely aligns with ThinkNow’s 'The World in One City' initiative, which positions Los Angeles as the place where cultural, identity, and consumer behavior shifts appear first, before spreading across the United States.

Representation is not visibility. It is influence.

One of the key takeaways from the episode is the distinction many brands still miss. Representation is not just about who appears in ads. It is about who shapes the insights, who defines strategy, and who makes decisions.

Arnetta emphasizes that when communities are visible but not influential, brands lose credibility. That disconnect leads to weaker engagement and declining trust.

This mirrors what ThinkNow sees in Los Angeles, where only a minority of residents feel brands represent them accurately, despite the city’s outsized cultural influence on the rest of the country.

Culture is not a segment. It is the system.

Another central theme is that culture can no longer be treated as a niche. In markets like Los Angeles, identity is layered, fluid, and contextual. People move between communities, languages, and cultural signals daily.

Brands still relying on rigid demographic frameworks are optimizing for a consumer that no longer exists. Those that treat culture as an operating system, not a campaign, are building lasting relevance.

The cost of misunderstanding the new mainstream

The episode also makes one thing clear. Choosing not to adapt is no longer neutral.

When brands fail to understand the communities driving growth, they lose legitimacy. When lived experience is absent from strategy, attention fades. And when cultural complexity is ignored, competitors move faster.

From conversation to action

The episode closes with a clear message. Inclusion is not just a value. It is a business advantage when backed by structure, data, and informed decision making.

Listen to the full episode of The New Mainstream Podcast with Arnetta Whiteside and explore how culture, power, and representation are reshaping marketing in the United States.