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.

A Symbolic Gesture with Tangible Consequences

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.

Impact on Federal Contractors and Businesses

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.

Cultural and Social Ramifications

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.

Navigating the Path Forward

In this evolving environment, it's imperative for businesses and organizations to:

• Assess Compliance: Stay informed about federal and state requirements regarding language services to ensure ongoing compliance.
• Engage Communities: Foster open dialogues with multicultural communities to understand their needs and perspectives.
• Invest in Growing Communities: It’s good business to communicate with customers in a language they understand and relate to. Customers not served in the language they need or prefer will take their business elsewhere.

Conclusion

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.

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.

It has been widely reported that the advertising industry faces critical challenges, particularly around diversity, equity, and inclusion (DE&I) in the workplace. Among the most pressing issues is the prevalence of sexual harassment, which systematically hinders female leadership and drives out underrepresented talent. Addressing these concerns requires organizations to take bold, proactive steps to eliminate bad actors and dismantle the systems that enable them while cultivating inclusive environments.

However, creating systemic change extends beyond workplace reform. For underrepresented and marginalized groups, entrepreneurship offers a powerful avenue for reshaping workplace cultures. By building their own businesses, these groups can design environments informed by their lived experiences. Having encountered bias firsthand, they understand the barriers that need to be addressed and are uniquely equipped to implement infrastructure that promotes equity and inclusion.

DE&I is more complex than the headlines suggest. It is not just about increasing representation. To drive real change, the focus must shift to dismantling the systemic barriers that perpetually limit individuals' potential, such as sexual harassment, hiring bias, and societal taboos that obstruct funding equity for founders.

In this episode of The New Mainstream podcast, Cindy Gallop, Founder and CEO of MakeLoveNotPorn, discusses how challenging biases and championing inclusivity can help industries unlock untapped potential and create environments where all voices are empowered and valued.

McKinsey's fourth report in its series on the business case for diversity reinforces the idea that companies that invest in diversity, equity, and inclusion (DEI) initiatives are more likely to outperform those that do not. Integrating DEI into the DNA of an organization is not only socially responsible but also a sound business strategy. Companies that prioritize DEI in their decision-making are better positioned to foster an inclusive and dynamic culture that attracts and retains diverse talent, anticipates emerging trends, and connects with broader audiences.

The development of a corporate DEI strategy is essential for guiding these efforts. Such strategies typically involve both overarching themes that apply to the entire organization and specific plans tailored to the needs of individual departments. This dual approach ensures consistency while allowing for flexibility, enabling teams to address their unique challenges effectively.

To be effective, however, companies must approach DEI with the same level of detail and analysis as other business functions. This includes understanding the connections between DEI initiatives and business outcomes, which helps make the case for DEI as a driver of innovation and growth rather than just checking the boxes.

Integrating DEI in some industries, like the arts and publishing, is sometimes easier said than done, and the recent backlash against DEI in the business landscape is taking a toll. In response, some companies are doubling down on their DEI efforts, while others are pulling back. Yet, for those willing to endure the scrutiny, committing to DEI as a business practice can be highly rewarding. It reaffirms a commitment to people and community and organically strengthens the bottom line as consumers and employees are drawn to companies that align with their values.

In this episode of The New Mainstream podcast, Kimberly Ayers Shariff, Executive Vice President of Strategy for Diversity, Equity & Inclusion at Penguin Random House, makes the business case for DEI as a long-term strategic imperative.

Despite gaining significant momentum in 2020 following a surge in social justice awareness, diversity, equity and inclusion (DEI) has faced recent backlash. Yet, inclusive marketing remains essential for businesses seeking long-term success.

Inclusive marketing is not just about representation. It is a strategic approach designed to build deep connections with diverse audiences, celebrating diversity at every customer touchpoint. This can only be achieved by understanding these communities, inviting them to share their lived experiences and cultures, and using those insights to inform the creative process. Market research, such as focus groups, online surveys, and direct engagement with current customers, is critical to transforming data points into actionable insights that drive effective and inclusive marketing strategies that enhance ad relevance and cultivate brand loyalty.

Inclusive marketing cannot exist in a silo, however. And it’s about more than just doing the right thing or making people feel good. It’s also a powerful driver of business growth. Companies that execute inclusive marketing well enjoy a competitive advantage because they have embedded it across the entire organization, from talent acquisition to product development and launch.

Data and business growth strategies support the effectiveness of inclusive marketing. Courageous companies that prioritize DEI, even amid challenges, often discover new market opportunities, drive innovation and establish themselves as responsible corporate citizens.

In this episode of The New Mainstream podcast, Devoreaux Walton, MBA, a Brand & Marketing Senior Consultant at revelant and host of The Inclusive Consumer podcast, discusses the relevance of inclusive marketing in today’s complex business landscape.

About Devoreaux Walton

Devoreaux Walton (pronouns: she/ her) is a consultant, thought leader, and speaker who is the Founder and Managing Partner of revelant, a boutique management consulting firm specializing in business, marketing, and human resources solutions.
She delights clients with branding, marketing, small business planning and strategy, personal branding, employer branding, and diversity, equity, inclusion, and belonging solutions. Walton’s motivation to serve clients is based on her fundamental belief that small businesses are a critical part of a thriving economy within the global landscape. Walton specializes in helping brands successfully navigate change, including brand development, brand strategy, brand launch, rebranding, and brand expansion through growth. 

To teach how inclusive marketing is a competitive advantage for brands, Walton founded and hosts The Inclusive Consumer Podcast, a podcast highlighting thought leadership at the intersection of marketing, branding, strategy, and inclusion. The podcast is available on YouTube and Spotify for global listeners to tune in.

Prior to launching revelant and The Inclusive Consumer Podcast, for over a decade Walton enjoyed climbing the corporate ladder at marketing agencies, Google, and IBM while freelance consulting with small businesses and nonprofits across various industries.

While popular demand-side platforms (DSPs) like Google DV360, Xandr, and The Trade Desk offer powerful tools for reaching vast target audiences programmatically, digital media buyers for Fortune 500 companies face a more profound challenge: effectively spending the massive budgets allocated to them, especially when it comes to reaching diverse audiences. 

While diversity, equity, and inclusion seem to have fallen out of favor in some areas, DEI continues to thrive in others. Consumers are still very interested in engaging with brands that align with their values and show that support, or lack thereof, with their wallets. Future-focused brands see engaging with diverse audiences as a moral duty and sound business strategy for growth. However, achieving this in the digital realm can be difficult, particularly when traditional demographic targeting methods fall short. 

That's where an inclusive perspective on programmatic advertising becomes essential. It's not just about casting a wider net but leveraging insights into cultural nuances, behavioral patterns, and consumer preferences to reach diverse audiences with content they want to see. Doing so eliminates the need to create fictitious audiences or use identifiers subject to restrictions, which are common tactics on DSPs today. 

One key aspect to consider is the concept of zero-party data. Unlike third-party data, which can be unreliable and plagued with privacy concerns, consumers willingly provide zero-party data. It's the information they consciously share with brands because they see value in doing so. Since consumers are self-reporting across a range of classifications and categories, the insights can enrich programmatic strategies, improving campaign performance and ROI. 

Most DSPs, however, lack native capabilities to offer zero-party data to programmatic advertisers. By partnering with third-party providers specializing in zero-party data solutions, digital media buyers can segment their audience based not just on traditional demographics but on cultural affinities, language preferences, and even heritage. This unprecedented granularity unlocks a wealth of insights that enable media buyers to reach diverse audiences more effectively. 

Effective targeting is just one piece of the puzzle. Equally important is crafting messaging that resonates authentically with diverse audiences. This requires a deep understanding of cultural nuances and sensitivities and a commitment to representation and inclusivity in your creative approach. Achieving this demands C-level buy-in and a commitment to inclusion as a core pillar of the company's digital advertising strategy, positioning the brand to enhance its effectiveness in an increasingly multicultural marketplace. 

In closing, big-picture thinking, ingenuity, and an inclusive perspective on programmatic advertising are value-adds to digital media buyers responsible for managing ad budgets for some of the world’s largest brands. Central to this approach is embracing the potential of zero-party data and forging partnerships with innovative third-party providers. Doing so opens doors to new avenues for engaging diverse audiences in a genuine and impactful manner.  

This blog post was originally published on MediaPost.

Diversity isn't just about optics. Today’s consumers prioritize authenticity and base their purchase decisions on how brands show up. But authenticity does not start when the products hit the shelf. It must be woven into every stage of the go-to-market strategy, including market research – from panel recruitment and survey design to selecting moderators who foster open and honest conversations. Understanding diverse consumer perspectives requires more than just surface-level representation.

One crucial aspect of fostering authenticity in market research is the composition of research teams. Selecting moderators, for example, that reflect the demographics of the survey participants helps ensure authenticity in their responses. The psychological safety that the environment presents reduces the need for codeswitching, liberating respondents to be their authentic selves.

Beyond focus groups, greater diversity is needed across the market research industry. Often, diverse teammates doing the work—running the data tables and visualizing the data—aren’t the ones presenting the work, and that needs to change. There’s value in bringing those in the back of the house to the front to create equal opportunity for advancement. 

By prioritizing inclusivity and authenticity internally, companies can forge deeper connections with consumers externally and drive meaningful change in the marketplace.

In this episode of The New Mainstream podcast, Kai Fuentes, President and CEO of Ebony Marketing Systems, discusses how the market research industry can benefit from intentionally cultivating and championing diversity and inclusion.