As artificial intelligence continues to evolve, the conversation is shifting from what AI can generate to what it can do.
In the latest episode of The New Mainstream Podcast, Michael Nevski joins Mario Carrasco to explore the next phase of AI: agentic systems and their implications for consumer behavior, payments, and trust.
Michael Nevski, Director of Global Insights at Visa, brings a unique perspective at the intersection of data, economics, and real-world consumer decision-making. Recognized as one of the most influential professionals in the insights industry, he shares how emerging technologies are reshaping how we understand and interact with consumers.
While generative AI has transformed content creation and automation, agentic AI introduces a new paradigm. These systems don’t just assist, they act.
From making purchases to managing financial decisions, AI agents have the potential to operate on behalf of consumers. This shift raises important questions:
In industries like finance and payments, the implications are even more significant.
As AI begins to participate in transactions, trust becomes a central pillar. Consumers are not just evaluating brands anymore; they are evaluating systems.
This evolution challenges companies to rethink:
For brands, this is not just a technological shift. It’s a behavioral shift.
Understanding how consumers feel about AI acting on their behalf will be critical for future growth.
As Michael highlights, the opportunity lies in translating complex data into actionable insights that help organizations navigate uncertainty, anticipate behavior, and build trust in an AI-driven economy.
The brands that succeed will be those that understand not only the technology, but the human response to it.
Listen to the full episode of The New Mainstream Podcast and explore how agentic AI is shaping the future of consumer behavior.
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.
Overall sentiment toward Bad Bunny’s participation is clearly favorable among all Los Angelenos.
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.
Sports engagement among LA DMA residents is widespread:
Rather than fragmenting audiences, cultural relevance drives additional engagement.
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:
On perceived risk:
In other words, perceived controversy is limited.
The commercial upside, however, is measurable:
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 is widely viewed as a cultural hub.
Among LA County residents:
LA is not a peripheral market. It is a leading indicator of where culture is moving nationally.
The data does not support the belief that cultural representation creates brand danger.
It shows the opposite:
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.
Alcohol consumption in the United States continues to evolve, shaped by health concerns, economic pressure, and changing social norms. ThinkNow’s 2025 Alcohol Consumption Report, based on a nationally representative survey of U.S. adults age 21+, offers a clear picture of how, where, and why people are drinking today—and how those behaviors vary sharply by generation and cultural background.
Download the full report here.
Across generations, Millennials stand out as the most active alcohol consumers. They are the most likely to drink weekly or more often and show the highest participation across nearly every beverage category, including beer, wine, cocktails, hard liquor, and hard seltzers. Unlike older cohorts, Millennials’ drinking occasions span both everyday relaxation and special celebrations, reinforcing their role as the industry’s most versatile consumer segment.
Gen X follows closely behind in frequency, while Boomers show steadier, less variable habits. Gen Z, in contrast, is notably less likely to drink frequently and more likely to report cutting back altogether.
Regardless of age or ethnicity, alcohol consumption is now primarily an at-home activity. Nearly three-quarters of drinkers say they most often consume alcohol at home, far exceeding restaurants, bars, or social gatherings. This shift reflects lasting changes from recent years, including cost control, convenience, and lifestyle reprioritization.
While Millennials remain the most likely to associate drinking with celebrations, Gen Z is the least likely to drink at home, suggesting a looser attachment to alcohol as a routine behavior rather than a default social accompaniment.
A critical takeaway from the report is that moderation is rising. More adults report decreasing their alcohol consumption over the past year than increasing it. Health and financial considerations dominate the reasons for cutting back, with improvements in physical health and saving money cited most often.
These motivations vary by age. Younger adults, especially Gen Z, are more likely to consciously reduce consumption, while Boomers largely report no change, indicating that habits stabilize with age.
Among Millennials specifically, avoiding hangovers is a disproportionately strong driver of reduced drinking, highlighting growing awareness of alcohol’s short-term physical costs even among heavy participants.
For those who are drinking more, stress is the dominant factor. Roughly half of adults who increased their alcohol consumption cite stress or anxiety as the primary reason, followed closely by discovering new beverages they enjoy. Socializing more often and having greater disposable income also contributes to a lesser extent.
This contrast, health-driven reduction versus stress-driven increases, underscores the polarized role alcohol continues to play: both a potentially unhealthy choice and a coping mechanism.
About half of alcohol consumers say their preferences have changed in the past year, whether in brands, flavors, or beverage types. These shifts are most pronounced among younger consumers, particularly Gen Z and Millennials, who are far more likely than older adults to experiment.
Two-thirds of drinkers overall say they are open to trying new brands or flavors, but openness declines sharply with age. Boomers overwhelmingly prefer familiar options, while Millennials and Gen X occupy a middle ground between exploration and brand loyalty.
When buying alcohol, trusted brands and social enjoyment matter most across the board. Affordability, alcohol content, and perceived quality also rank highly. However, Millennials consistently evaluate more factors than any other generation, placing greater emphasis on brand prestige, recommendations, packaging, and trend relevance.
This suggests a more complex decision-making process, where functional attributes and social signaling intersect, especially for younger and mid-aged consumers.
Just over one-third of alcohol consumers say global events, including economic shifts or trade changes, have a moderate or significant impact on their access to or preference for imported alcohol. Sensitivity to global influence is highest among Asians, Gen Z, and Millennials, indicating that international supply chains and pricing dynamics increasingly shape consumer choice.
Alcohol consumption in 2025 is defined by moderation, experimentation, and context. Consumers are not abandoning alcohol, but they are thinking more carefully about when, why, and what they drink. Health concerns are pushing behavior in one direction, while stress and discovery pull in another. For brands and retailers, understanding generational and cultural nuance is central to staying relevant in a market that is becoming more selective, more intentional, and more fragmented.
Download the full report here.
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.
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.
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.
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.
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.
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 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.
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
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.
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.
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.
Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.
Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises serious ethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.
The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticity and resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personal and real.
Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumer shapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
On March 1, 2025, President Donald Trump signed Executive Order 14224, officially designating English as the national language of the United States. Some might have found it surprising that the U.S. managed to make it 250 years without a designated national language, but the Founding Fathers didn’t see language as something the federal government should regulate. Their focus was on freedom of speech, religion, and expression, not cultural uniformity. There’s no mention of language in the U.S. Constitution, which was intentional since many early Americans spoke German, Dutch, French, and other European languages, and the government operated in a relatively multilingual environment.
The new executive order isn’t just symbolic since it also rescinds Executive Order 13166 from August 11, 2000, which mandated federal agencies and recipients of federal funding to provide language assistance to individuals with limited English proficiency (LEP). The administration frames this change as a step toward national unity and efficiency but it’s likely to have a negative impact on multicultural communities and businesses.
Though the executive order does not immediately eliminate multilingual services, it grants federal agencies the discretion to determine the extent of language support they offer. This shift places millions of LEP individuals at risk of reduced access to essential services, from healthcare to emergency alerts. For instance, the National Weather Service recently ceased translating emergency warnings into other languages due to the expiration of a translation contract, raising concerns about the safety of non-English-speaking communities during critical events. As someone with an 80-year-old Spanish-speaking mother who needs access to Spanish language services, I find this troubling.
Companies contracting with the federal government now face a complex landscape. While existing civil rights laws, such as Title VI of the Civil Rights Act of 1964, still prohibit discrimination based on national origin, the rollback of mandated language assistance may lead to inconsistent application across agencies. Businesses and agencies now have the unenviable task of determining how to stay compliant with existing law while interpreting the new executive order. Additionally, organizations that previously invested in multilingual services to meet federal requirements might reconsider these offerings, potentially alienating non-English-speaking customers and employees. At a time when the percentage of immigrants in the U.S. is at an all-time high, reducing language options for constituents and consumers could have a negative impact on sales and delivery of services.
The designation of English as the official language sends a message likely to be perceived as exclusionary by multicultural communities. Language is deeply tied to cultural identity, and policies prioritizing one language over others contribute to the perception of marginalization.
In this evolving environment, it's imperative for businesses and organizations to:
While the executive order states that its aim is to streamline government operations and promote unity, its broader implications cannot be overlooked. While it may be a noble goal to get my mother and other foreign-language speakers to speak better English, they may never be able to speak it at the level of their native language and will continue to need financial and legal documents translated. Fortunately, I can translate most things for my mom, but it makes sense for businesses and government agencies to do so since that gives them more control over the message and helps create a society that values every individual's contribution, regardless of language proficiency.
The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeper emotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making decisions that align with their core values.
In today’s competitive marketplace, companies are not only navigating fluctuations in market demand but also facing intense scrutiny in the court of public opinion. Take Target, for example. Once celebrated for its commitment to diversity, equity, and inclusion and its thoughtful multicultural marketing campaigns, the retailer now faces boycotts from consumers and the loss of popular brands that once graced its shelves.
As many brands discovered in 2020, companies that stay true to their mission, vision, and values resonate more deeply with consumers. People invest in brands that align with their values, and when companies genuinely uphold their principles, their community will support them.
In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can help brands thrive, even when faced with challenges.