For years, many brands have operated under a quiet assumption:

The more culturally specific you are, the greater the risk.

Traditional logic suggests that neutrality protects mass reach and that leaning into specific cultural identity may create controversy or alienate audiences.

But new data from ThinkNow challenges that belief directly.

We conducted an online survey among residents of the Los Angeles DMA, exploring perceptions of Bad Bunny’s selection as the Super Bowl Halftime performer. The findings do not reveal hesitation. They reveal validation.

The myth of cultural risk does not hold up under data scrutiny.

Download the full report here.

Representation Is Seen as Positive — Not Polarizing

Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.

• 71% say his Super Bowl performance is good for Latino cultural representation in mainstream media.
• A majority agree that his performance reflects the growing influence of Latino culture in the United States.

Consumers are not reacting defensively to representation. They are recognizing it as culturally meaningful and aligned with broader shifts in American culture.

The assumption that cultural specificity shrinks reach is not reflected in audience perception in one of the country’s most culturally influential markets.

Cultural Relevance Increases Interest

Sports engagement among LA DMA residents is widespread:

• 79% follow sports content at least occasionally.
• Over 70% were already aware of Bad Bunny prior to the Super Bowl.
• More than 80% were aware of his music, with about half familiar with it.
• More than half reported increased interest in watching the halftime show because he is performing.

Rather than fragmenting audiences, cultural relevance drives additional engagement.

Brand Impact: Positive Perception and Increased Purchase Consideration

If representativeness were truly a brand risk, perception metrics would reflect hesitation or backlash. The data shows the opposite.

When asked how a brand using Bad Bunny in a Super Bowl commercial would affect perception:

• Nearly half say it would generate a positive brand impact.
• Only 8% report a negative effect.

On perceived risk:

• Only 27% believe featuring Bad Bunny could be controversial.

In other words, perceived controversy is limited.

The commercial upside, however, is measurable:

• 43% say a Bad Bunny Super Bowl ad would increase their purchase consideration.
• Spanish-language music and reggaeton are associated with higher brand recall.
• Nearly two-thirds say featuring reggaeton or Spanish-language music makes a brand feel more relevant to today’s culture.

Brands using Bad Bunny are most commonly associated with being inclusive, youth-oriented, and trend-forward.

This is not reputational erosion. It is brand strengthening.

Los Angeles as a Cultural Indicator

Los Angeles is widely viewed as a cultural hub.

• Residents strongly associate LA with setting trends in entertainment, music, fashion, and culture.
• 62% agree that research focused on Los Angeles plays an important role in planning national or multicultural campaigns.

Among LA County residents:

• The Super Bowl is seen as a source of city pride and economic benefit.
• 78% believe major events boost the local economy.

LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.

The Real Risk

The data does not support the belief that cultural representation creates brand danger.

It shows the opposite:

• Representation increases relevance.
• Cultural authenticity strengthens recall.
• Inclusion enhances perception.
• Interest grows.
• Purchase consideration rises.
• Perceived risk remains limited.

The myth of cultural risk appears to exist more in corporate caution than in consumer behavior.

For brands planning national campaigns, especially in high-visibility moments like the Super Bowl, the question is no longer whether representation is risky.

The question is whether ignoring cultural reality is the greater risk.

Because for consumers, representation is not a gamble. It is a need.

If you are planning national or multicultural campaigns, this study provides concrete evidence of how consumers actually respond to cultural representation.

Download the full report to explore the complete findings, data, and analysis from the LA DMA study.

Holiday 2025 is shaping up to be a year of early planning, tighter budgets, and strategic channel shifting, and Hispanic consumers are at the center of this transformation. A national survey of 600 adults, including 300 Hispanics and 300 Non-Hispanics, uncovers how economic pressures, DEI pullbacks, and rising household costs are reshaping holiday behavior across the country. The data reveals that Hispanic shoppers are changing behavior more quickly and more decisively than their Non-Hispanic peers, which creates both challenges and opportunities for brands trying to reach these high-value households.

Download the full report here.

Everyday Spending Has Shifted, with Hispanics Feeling the Pressure More Intensely

Three out of four Hispanics say their everyday spending has changed since the start of the year. This is significantly higher than Non-Hispanics. Cost sensitivity is driving widespread behavior changes. More than six in ten Hispanics are cooking at home more often, cutting back on dining out, and choosing lower cost or secondhand alternatives. Budget adjustments are strongest among bilingual and Spanish dominant households, which are also the groups most likely to adopt new savings tactics and switch retailers.

Media Habits Are Moving to Free Platforms and Mobile

Over the past six months both Hispanics and Non-Hispanics have shifted toward free media, but Hispanics are leading the migration. Cancellations of paid streaming platforms are more common among Hispanic households, especially Millennials and bilingual respondents. YouTube, social media, and free video services show rising engagement. Millennials have the highest rate of switching, reinforcing that mobile first video first environments remain essential for effective holiday advertising.

Holiday Celebrations Remain Strong with Distinct Hispanic Traditions

Christmas, Thanksgiving, and New Year’s Eve remain universally celebrated, but Hispanic cultural traditions play a strong secondary role. Nochebuena, Día de Muertos, Las Posadas, and Three Kings’ Day show high participation among Hispanic respondents, which expands the holiday window for marketers seeking season-long engagement.

Hispanics Start Shopping Earlier and Plan to Spend More

Holiday shopping begins early for many Hispanics. Nearly 30 percent of bilingual consumers begin shopping by July and Spanish dominant shoppers peak in November before Black Friday. Gen X consumers are the most likely to start early across both ethnic groups.

Spending intent is another differentiator. Hispanics plan to spend an average of 702 dollars on gifts compared to 616 dollars among Non-Hispanics. Twenty five percent of Hispanics expect to spend 1,000 dollars or more. Larger households and buying for more children contribute to these higher totals.

Online Retailers Dominate but In-Store Remains Important

Amazon, Temu, eBay, Walmart, and Target continue to lead among all segments. Hispanics show a stronger mix of channels. They are more likely than Non-Hispanics to shop at department stores and discount stores, yet they also report a stronger shift toward online shopping compared to last year.

Smartphones are the primary device for holiday purchases across segments, especially among younger Hispanics. This indicates that frictionless mobile checkout is no longer optional. Buy Now Pay Later is also used at higher rates among Hispanics, particularly bilingual Millennials and Gen X.

Price and Quality Drive Decisions with Rewards Programs Rising

Price is the top influence for holiday shopping decisions, followed by product quality. Hispanics show higher responsiveness to offers and rewards programs. Free shipping, coupons, and loyalty benefits are the most effective promotional levers.

Discovery patterns also differ. Hispanic consumers rely more heavily on family and friends, YouTube, social media, and in-store displays for ideas. Millennials, especially bilingual Hispanics, are much more likely to use AI tools like ChatGPT when searching for gift inspiration.

Holiday Travel Is More Common Among Hispanics

Hispanics travel for pleasure during the holidays at higher rates than Non-Hispanics. Travel is largely domestic and family oriented. Millennials lead in travel intent, while Spanish dominant and bilingual consumers are the most likely among Hispanics to take trips

Cultural Identity Matters in Influencer Trust

Nearly 60 percent of bilingual Hispanics say the race or ethnicity of influencers is important when deciding whether to trust recommendations. Millennials show similar patterns. This contrasts sharply with English dominant Hispanics and Boomers, who place less weight on cultural identity. This signals that representation continues to matter, especially for younger bicultural audiences.

What This Means for Brands

Holiday 2025 consumer behavior is defined by early planning, value sensitivity, and digital discovery. To reach Hispanic households effectively during the Holiday season, brands should consider the following actions.

1. Launch campaigns earlier in the year
   
   A significant portion of Hispanic consumers begins shopping before September. Waiting for the traditional holiday window reduces visibility.
   
   
2. Lead with value, quality, and rewards
   
   Offers, reward programs, and clear value propositions outperform higher level brand messaging.
   
   
3. Prioritize mobile first creative and content
   
   Mobile shopping is dominant and growing. Fast load times and simplified checkout experiences are critical.
   
   
4. Invest in bilingual communication
   
   More than 30 percent of Hispanics prefer bilingual promotions and signage. This rises sharply among bilingual and Spanish dominant households.
   
   
5. Use creators who reflect the audience
   
   Representation improves trust among bilinguals and younger shoppers. Creator selection should map to cultural identity and language preference.
   
   
6. Keep physical retail visible
   
   Despite online growth, in-store shopping remains relevant. In-store displays and signage serve as strong inspiration touchpoints.

Conclusion

The 2025 holiday season will likely reward brands that understand how quickly Hispanic consumers are adapting to economic pressures and evolving digital habits. Their stronger shift toward value seeking, earlier shopping timelines, high mobile engagement, and reliance on family, social platforms, and culturally aligned influencers creates a distinct path to purchase that is not mirrored in the broader market. These households are younger, larger, and more active across retail channels which positions them as a critical growth audience for retailers and advertisers. Brands that meet them with relevant language, compelling offers, and mobile friendly experiences will capture disproportionate share in a competitive season that begins earlier each year.

Download the full report here.

People make assumptions. While that may seem like a common character flaw, it can have serious implications on brand perception. When marketers rely on outdated stereotypes and beliefs about the American public, they are ignoring the complex reality in which consumers live. Today’s consumer is far more nuanced than the binary labels imposed upon them, e.g., Democrat vs. Republican. Clinging to binary frameworks in a rapidly shifting cultural and political landscape leaves brands vulnerable to costly missteps.

To avoid pitfalls, brands must do the work upfront. Trust in traditional institutions may be eroding, but people still want something to believe in. This creates opportunities for marketers to partner with market researchers to do a deep dive into the cultural drivers that activate and define the audiences being engaged.

But navigating today’s sensitivities requires more than curiosity. It demands intentionality. Brands must know who they are, know who they’re speaking to, and test their messaging, values, and assumptions across lines of identity. Many Americans share core values like freedom and fairness, but how those values are interpreted depends on who you ask. That’s why words matter.

There’s often a gap between what brands think their words mean, what they intend them to mean, and what people actually hear. Closing that gap is critical. But brands that attempt to please everyone risk saying nothing at all. Instead, marketers are encouraged to double down on their core identity and speak directly to their audience, even if it means not appealing to everyone.

In this episode of The New Mainstream podcast, Julia Glidden, Group President, U.S. Public Affairs and Ruth Moss, SVP, Senior Client Officer at Ipsos North America unpack the findings from the newly released “Know the New America” report that explores how political, cultural, and economic shifts are transforming the consumer and business landscape.

As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:

1. Cautious Optimism Amid Economic Uncertainty

While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.

2. Shopping Priorities Reflect Economic Caution

In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.

3. E-Commerce Is Here to Stay, But So Is the Store

Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.

4. Hybrid Shopping Is the New Norm

Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.

5. Price and Quality Drive Purchases

Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.

6. Amazon Still Reigns, But Niche Retailers Are Gaining Ground

Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.

7. Cultural Relevance Matters—Especially in Multicultural Segments

More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.

Future of Retail: What’s Next?

Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.

How Retailers Can Win in 2025

To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.

Consumer Shopping in 2025: The Bottom Line

As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.

Download the report here.

Economic trends, cultural differences and the digital age in Central America 

As Latin America emerges as a hub for digital commerce and consumer engagement, Central America stands out as an untapped opportunity.  While much attention has been given to markets like Brazil and Mexico, Central America has lagged despite its economic growth and rapid digital transformation, including mobile and broadband internet access expansion. With limited market research in the region, brands lack the insights to effectively connect with local consumers.

On the rise: Economic trends in Central America

Central America, comprising of Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica, Panama and Belize, has long been overshadowed by larger Latin American economies. However, recent economic trends indicate that the region is undergoing significant changes:

• Economic growth: According to the World Bank, Central America has shown resilient GDP growth, driven by remittances, nearshoring opportunities and investment in infrastructure. Panama and Costa Rica, for example, have positioned themselves as innovation and financial hubs, while Guatemala and Honduras benefit from robust manufacturing and agricultural sectors.
• Nearshoring boom: U.S. companies are increasingly shifting production closer to home, and Central America is benefiting. The CAFTA-DR free trade agreement (which includes the U.S., Dominican Republic and Central American nations) makes the region attractive for investment in manufacturing, textiles and tech services.
• Digital acceleration: The rise of FinTech and e-commerce is expanding digital consumer behavior, making online transactions more accessible across the region.

The digital age and mobile-first technologies

Unlike other regions that gradually adopted digital technologies, Central America has accelerated its shift, diving headfirst into mobile-first internet access. According to GSMA, mobile penetration in the region is projected to surpass 70% by this year, with smartphones becoming the primary tool for accessing information, services and social media. Let’s take a closer look at what this means:

• Mobile-first behavior: Many consumers are skipping desktops and going straight to mobile commerce, banking and entertainment. This presents a unique opportunity for businesses to engage audiences through mobile-friendly surveys and research methodologies.
• Social media accessibility: Platforms like WhatsApp, Facebook and TikTok play a central role in consumer engagement, making them prime channels for recruitment and research.
• Evolving consumer preferences: As internet access expands, more Central Americans are engaging with digital content, e-commerce and global brands. Understanding these preferences is key for companies seeking to enter the market.

The growing need for market research

Despite the region’s economic and digital growth, market research infrastructure remains underdeveloped. Many global studies group Central America into broader Latin America segments, failing to capture each country's cultural, economic and linguistic nuances. This lack of data has left businesses with blind spots when trying to connect with local consumers. Recognizing the importance of granular, country-specific insights for brands entering or expanding in the region is critical. 

Understanding cultural differences

Beyond economic trends and digital access, Central America’s rich cultural diversity is what truly sets it apart. Each country has distinct consumer behaviors, traditions and histories that must be considered. Brands that succeed here recognize that a one-size-fits-all approach doesn’t work. For example:

• Guatemala: With its strong Mayan heritage, Guatemala’s consumers value tradition and rapidly embrace digital banking and mobile commerce.
• Honduras and El Salvador: Both countries have seen economic shifts driven by remittances, influencing how families spend and save.
• Costa Rica and Panama: These nations have the region’s most developed economies, with strong middle-class consumer segments and high digital literacy.
• Nicaragua and Belize: While smaller markets, they have unique tourism-driven economies that present opportunities in hospitality, FinTech and e-commerce.

Understanding these distinctions is crucial for companies and brands aiming to enter the market successfully. That’s where our investment in high-quality data and insights comes in.

Investing in market research in Central America

Central America is no longer a secondary market; it’s a key player in Latin America’s growth. As economic expansion, digital transformation and consumer sophistication increase, the need for reliable, culturally nuanced data has never been greater.

Brands that invest in understanding Central American consumers today will be the ones that win long-term loyalty and market share tomorrow. So, the question isn’t whether companies should invest in Central America; the question is whether they can afford not to.

This blog post was originally published on Quirk's Media.

Despite the headlines, rollbacks, and legal battles, the conversation around race has never been more crucial for marketers and businesses. While diversity and inclusion (D&I) often dominate discussions, doing so serves only as a distraction from the broader concerns surrounding the racial dynamics embedded in our society. The issues of race aren’t simply about diversity. They are structural and historical and are tethered to the fabric of consumer behavior.

Race has been a determining factor in shaping how consumers experience various markets, from grocery stores to hospitals. It’s not enough for companies to aim for a "diverse" customer base. They must understand the unique racial dynamics at play. Without acknowledging the social and historical factors behind these dynamics, marketing strategies fall flat and fail to resonate with the very consumers they aim to engage.

However, addressing race in marketing requires deeper engagement with communities, not just performative gestures. Companies often fall into the trap of "woke-washing," offering initiatives that sound good but lack authentic connection. Consumers, especially those from marginalized groups, can quickly see through these disingenuous efforts. This can damage the trust businesses work hard to build, which is crucial for lasting brand loyalty. A meaningful, long-term focus on racial equity, in both action and strategy, is essential for companies to succeed in this increasingly diverse market.

The latest generation of marketers is entering the workforce with a heightened awareness of these issues, but they face significant challenges when discussing race within a business context. Learning to address these issues with sensitivity and data-backed insights will ensure that brands not only avoid perpetuating harmful stereotypes but also foster more genuine, inclusive relationships with their audiences.

In this episode of The New Mainstream podcast, Dr. Sonya A. Grier, Kogod Eminent Scholar Chair in Marketing at the Kogod School of Business at American University, examines how race influences consumer behavior and why businesses must go beyond diversity to create inclusive marketplaces.

Meet Dr. Sonya A. Grier:

Sonya A. Grier is the Kogod Eminent Scholar Chair in Marketing, at the Kogod School of Business at American University. Her expertise spans issues of race, diversity, and equity at the intersection of markets and society. She has examined the racial dynamics underlying consumption issues in gentrifying neighborhoods, digital marketing to youth of color, and racialized food marketing. Sonya builds on her expertise to identify how inclusive marketing practices can enhance individual, community, and societal well-being. She shares her research in academic journals, photographic narratives, and two award-winning documentary films. She remains connected to practice through consultations with diverse organizations across business, government, and non-profit sectors.  Dr. Grier is a co-founder and current President of the Race in the Marketplace (RIM) Research Network, which has nurtured the sub-field aimed at advancing our understanding of the role of race in markets.

Market research equips brands with the tools to understand their target audience and, ultimately, shape a more effective brand strategy. Through qualitative research, such as focus groups, marketers gain deep insights into customer motivations, preferences and behaviors. Quantitative research, like surveys completed by online panels, provides data points on demographics, consumer attitudes and market trends.

After compiling the data, the next step is to translate those insights into messaging showcasing the brand’s value in the marketplace. Let’s look at how to do that using core market research methodologies.

Core Market Research Methodologies

While artificial intelligence is transforming the market research industry, fundamental methodologies continue to play a crucial role in gathering qualitative and quantitative data used to better understand consumer behavior. Traditional research methods provide valuable insights that drive brand value that cannot be solely derived from AI algorithms.

• Online Surveys:  A cost-effective method for gathering data from a large, geographically diverse audience. Surveys are ideal for gauging general sentiment, brand awareness and basic customer preferences. By quantifying consumer trends, brands can identify broad patterns to aid in strategic decisions that drive brand value.
• Focus Groups: Intimate in-person or virtual group discussions led by a trained moderator to gauge observative insights, such as emotional reactions to specific products or concepts, or to gather nuanced perspectives. This method uncovers deeper emotional responses, helping to tailor brand messaging and product features that resonate emotionally with the target audience.
• In-Depth Interviews: One-on-one interviews allow a deep dive into customer experiences. These interviews are ideal for exploring complex decision-making or gathering detailed feedback on product prototypes that can later inform product development and customer service strategies.
• Social Media Listening: Analyzing online conversations and brand mentions on social media platforms reveals real-time customer sentiment and emerging trends. These insights help marketers understand how the target audience perceives the brand organically, allowing for timely adjustments to marketing strategies and engagement efforts.

Data Bridges the Gap

Regardless of the method employed, market research is essential for understanding and building relationships with your target audience. Through research, brands can identify market needs and respond by launching products and services that effectively meet these demands. This deep understanding enables brands to create more relevant offerings, enhance customer satisfaction and foster loyalty—key factors that significantly impact brand value.

By consistently aligning with consumer expectations and preferences, brands strengthen their competitive position and enhance their perceived value in the marketplace. This alignment leads to the potential for increased revenue and profitability and a greater likelihood of sustained brand longevity.