Innovation doesn’t happen in isolation. It starts with people who build intentional systems to understand human behavior. Data and technology may power today’s marketplace, but empathy is the true differentiator that sets brands apart. Knowing what consumers buy and why, how they use it, what challenges they face, and what makes their experience better lays the foundation for strong product development and messaging that resonates.

Like engineers observing how contractors interact with building materials, product marketers must immerse themselves in the customer experience. Real insight doesn’t come from dashboards alone. It comes from listening without assumptions, observing real behavior, and engaging not just to gather feedback but to build empathy deep enough to understand what customers may never say outright.

Equally important is recognizing the cultural and demographic shifts shaping modern consumers. Hispanic representation is on the rise, more women are driving key decisions, and diverse communities are redefining what influence looks like. For product marketers, this is a call to move past stereotypes and build authentic connections with the people who use, recommend, and ultimately champion your products.

In this episode of The New Mainstream podcast, Agustin Hernandez, R&D Leader at Owens Corning, explores how empathy and cultural intelligence drive innovation and shape products that more effectively reflect consumer needs and solve real-world problems.

As brands navigate a fast-changing consumer landscape, one truth has become impossible to ignore: Gen Z is rewriting every rule of multicultural marketing. For years, language served as the primary indicator of culture, especially in Hispanic marketing, but new data from Culture Decoded, a study by ThinkNow and LatiNation, shows that those assumptions no longer hold.

Spanish as identity marker is declining. Culture is rising. And Gen Z expects brands to understand the difference.

In an era where identity is fluid, multi-layered, and shaped by digital environments, brands must rethink how they connect with young multicultural audiences or risk losing relevance.

Identity Is Growing, and Culture Is Leading the Way

According to the study, identification with Latino culture is increasing, even as Spanish usage declines in U.S. households. Gen Z is redefining identity:

• They stack identities
• They choose elements of their heritage selectively
• And they express culture in the moment, not in the same ways previous generations did

This shift reflects a broader trend: Culture is no longer tied to language. It's tied to lived experience, digital ecosystems, and global connectedness.

That's why Gen Z today can engage deeply with Bad Bunny, K-pop, Afro-Latino creators, and English-language soccer broadcasts with equal passion. Being multicultural isn't "Latino vs. non-Latino." It's cultural fluidity.

Authenticity Is the New Brand Differentiator

Gen Z has an extremely sharp radar for detecting inauthenticity. They instantly recognize when something feels forced or superficial.

The data shows:

• 87% detect inauthentic ads instantly
• 67% want authentic representation
• 59% reward brands that acknowledge heritage

Brands that treat culture as a box to check, especially during heritage months, lose credibility. Gen Z wants something deeper: creators with real lived experiences, content informed by cultural insights, and storytelling that feels relevant to right now.

As Oscar Padilla of LatiNation says: "Culture first. Language is secondary."

Creators and Cultural Strategists Are Essential, Not Optional

One of the clearest takeaways from the podcast: brands cannot do this alone. Authenticity requires collaboration.

LatiNation's success with shows like Desmadre demonstrates why:

• English-language content
• Spanglish moments
• Latino cultural cues
• Distribution across radio, social, streaming, and linear TV

The formula works because creators bring context, nuance, and credibility that brands cannot generate internally.

For marketers, this means shifting from "content production" to co-creation.

Gen Z Lives in a 360° Media Environment – Brands Must Keep Up

Reaching this generation isn't about choosing between TV, social media, digital audio, or streaming. Gen Z uses all of it, often at the same time.

They may watch an English-language soccer match, comment on it on TikTok, follow the creators on Instagram, and then listen to the podcast afterward.

This makes cross-platform cultural consistency essential. The question isn't "Where do we reach Gen Z?" but rather "How do we show up authentically wherever they are?"

In this episode of The New Mainstream Podcast, Mario Carrasco, Co-Founder of ThinkNow, spoke with Oscar Padilla, Head of Digital Innovation & Growth at LatiNation, about these topics and more.

We invite you to listen to the full episode to dive deeper into identity, authenticity, cultural evolution, and how brands can genuinely connect with Hispanic Gen Z.

When the SBA changed its 8(a) program in 2023, many small business owners were caught off guard. For decades, race and gender were presumed indicators of social disadvantage. That changed overnight. Suddenly, every applicant had to write a personal narrative explaining how they experienced disadvantage in education, employment, or business. Back then, I wrote about how the change required applicants to submit a personal narrative to stay in the 8(a) program.

Now the U.S. Department of Transportation (USDOT) has followed the same path. Their new Interim Final Rule removes race and gender as automatic indicators of disadvantage for the Disadvantaged Business Enterprise (DBE) program. Every firm, new or existing, must now prove individual social and economic disadvantage through a written statement and financial documentation.

This change affects every DBE-certified firm in the country. Agencies like LA Metro have already paused setting DBE contract goals while they reevaluate firms under the new rules. It is the same process SBA went through with 8(a), and the same lessons apply.

What Happened with SBA’s Change

When the SBA rule first came out, it required every 8(a) applicant to write a personal narrative describing specific examples of discrimination that caused professional or financial harm. Most of us had never written anything like that before.

At ThinkNow, a 100% Hispanic-owned firm, we had to describe moments in our lives that shaped how we were treated in education, employment, and business. Writing those examples was not easy, but it was revealing. The process made clear how bias and systemic barriers had influenced our journey as Latino business owners in an industry that is still overwhelmingly non-Hispanic white.

In the end, the SBA was not asking for emotion. They wanted evidence. They wanted a clear cause-and-effect between a moment of discrimination and a tangible setback. That same approach now applies to the DOT’s DBE program.

What DOT’s Change Means for You

The new DOT rule eliminates the presumption that minorities or women are socially and economically disadvantaged. Everyone must now demonstrate their disadvantage through specific, documented examples.

If you are certified as a DBE, you will need to prepare to requalify. If you are applying for the first time, your narrative will determine whether you are approved.

The good news is that you can write a strong narrative by being factual, specific, and clear about how discrimination has affected your career or business.

How to Write a Strong Disadvantaged Narrative

The SBA format used for the 8(a) program is the best starting point for the DOT’s new rules. It requires two detailed examples of discrimination that had a negative effect on your professional life. Each example should include:

1. When it happened
2. Where it happened
3. Who was involved
4. What happened
5. Why it was discriminatory
6. How it caused harm

Here’s how it looks in practice:

“On [date], I applied for a position at [xxxx]. Another applicant, who was not [Hispanic/African American/Female/etc], and I had nearly identical qualifications and prior work experience. After the interviews, he was offered a front-of-store sales associate position with higher pay and commission opportunities, while I was offered a lower-paying stockroom job. When I asked about the difference, I was told that customers “relate better” to certain employees. That decision limited my income and delayed my ability to support myself financially at a critical point in my life.”

That one paragraph includes everything the agencies look for: time, place, cause, and impact.

Write two examples like that, ideally from different areas such as education, employment, or business. Avoid vague statements like “I have always faced discrimination.” Instead, focus on specific events that changed the direction of your life or business.

Connect Each Story to a Measurable Outcome

For each example, explain how the discrimination caused real harm. This could include:

• Lost income or promotions
• Denied contracts or partnerships
• Difficulty obtaining credit
• Delayed business growth

The reviewers are not judging how you felt. They are evaluating whether discrimination had a material effect on your professional advancement.

End on a Forward-Looking Note

Close your narrative by showing perseverance and commitment to growth. The SBA and DOT both value evidence of resilience. Make it clear that, despite barriers, you continue to build your business and contribute to your community.

Through ThinkNow, we built a multicultural insights firm that challenges the very barriers we experienced. Our goal is to ensure that the next generation of diverse entrepreneurs does not face the same obstacles.

Final Thoughts

Both the SBA and, now, the DOT have adopted a race-neutral standard that requires every applicant to tell their own story. This may seem like a burden, but it also gives business owners the power to define their own experience in their own words.

If you are preparing to reapply or renew your certification, take the time to write a clear and honest narrative. Be specific. Be factual. And remember, this is your opportunity to show the path you’ve walked and the strength it took to get here.

You can read more about the SBA’s 2023 change on our blog at ThinkNow.com/blog.

Gen Z, now between the ages of 13 and 28, has had very different life experiences than the Millennials that preceded them. Many of them were children during the financial fallout of the Great Recession and navigated adolescence during the COVID-19 pandemic, all formative experiences that have shaped their values, beliefs around work, and their place in society. Since many of them are still charting their career paths, ThinkNow set out to understand how this generation perceives service in the U.S. armed forces.

Our latest study surveyed a nationally representative sample of 476 Gen Z adults (ages 18–24) to uncover what motivates or discourages them from serving, and to explore how these perspectives differ across cultural backgrounds.

Download the Full Report

Familiar and Open-Minded

While most of Gen Z was too young to have served during the U.S. wars in Iraq (2003-2011) and Afghanistan (2001-2021), four out of five Gen Z respondents know someone who has served in the military, whether a family member or friend. This familiarity appears to be creating a foundation of respect and recognition for military service with half of Gen Z holding a favorable view of the U.S. military overall.

Willingness to Join

This familiarity and positive opinion may be responsible for roughly three in ten Gen Z adults saying they would consider joining the military. That is higher than was seen towards the end of the Middle Eastern wars. Ten years ago, Department of Defense tracking polls showed youth interest levels averaging between 13-16%. In comparison, today’s 30% represents a significant increase in openness to service among young Americans.

Career-Minded and Purpose-Driven

For those considering enlistment, the top motivators are career growth, education benefits, and skill development. Gen Z sees military service as both a path to purpose and to opportunity. They value discipline, teamwork, and leadership, but also want clear evidence that their commitment will lead to tangible outcomes in civilian life.

Cultural and Gender Nuances

Interest varies across groups. Men lean toward the Marine Corps, while women favor the Air Force. Non-Hispanic Whites express the strongest overall favorability, while Hispanic and African American respondents are somewhat less likely to have close family ties to service. Recognizing these nuances allows for more authentic, culturally relevant communication.

The Role of Incentives

Among those uncertain about joining, higher pay, stronger benefits, and guaranteed post-service employment stand out as the top motivators. These are practical, achievable levers that can further expand the pool of interested young adults.

The Takeaway

Gen Z’s willingness to consider military service is a bright spot in a decade-long trend of declining youth engagement. Their 30% interest rate signals renewed openness and suggests that the right combination of purpose, opportunity, and security can attract a new generation of service-minded Americans. Understanding what drives Gen Z’s choices helps not only the military but any institution seeking to connect with a generation that values authenticity, balance, and progress.

Download the Full Report

Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth.

Brands that succeed in multicultural marketing start by recognizing that inclusion is a business imperative, not optional. Data shows that in many regions, net population growth and the dollars that come with it are driven by Hispanic, Black, and Asian consumers. Failing to engage these audiences is a missed opportunity, putting brands at a competitive disadvantage.

For brands that are investing in multicultural marketing, authenticity is foundational. Campaigns that perform best are rooted in local insight and cultural nuance, often brought to life through relatable storytelling and community-driven engagement. For example, influencer partnerships that reflect real family dynamics, humor, and everyday experiences resonate far more deeply than ads simply translated from English. When creative control is shared with culturally fluent voices, brands earn credibility and build relationships.

Technology powers these relationships, offering new ways to reach, engage, and measure audiences. Artificial intelligence, for instance, can help brands understand consumers, but without culturally diverse data, it misses the nuances that define communities. Human insight is critical to ensuring inclusion and minimizing bias.

On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising and President of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurable business impact for brands.

Meet Our Guest:

As a 300%er, Liz’s Mexican, Puerto Rican, and American roots run deep. Growing up proud of her vibrant heritage gave Liz the courage to dream big and find new ways to reach and speak to the Latino consumer. A career spanning over 20+ years of media and strategy experience, including Univision Communications, Telemundo, NBC Universal, iHeart Media and NPR. Liz infuses boldness, drive, and a love for her culture into her work, inspiring others to embrace the beauty, relevance, and opportunity of these key audiences. A thought leader in the industry, Liz continues to weave tales of tradition and forward-thinking into the ever-changing tapestry of Multicultural marketing in the U.S.

At ThinkNow, we believe that understanding people starts with listening and getting beyond data points. By integrating artificial Intelligence (AI) into our online panels, we’re transforming how we capture and analyze open-ended responses in market research.

For years, open-text analysis was a manual, costly, and limited process. Today, AI enables us to process qualitative insights with unprecedented speed and precision, optimizing every stage of the research cycle. With these technologies, we don’t just analyze words; we interpret emotions, tone, and context, uncovering the authentic voice of the consumer that traditional methods often miss.

One of the most significant innovations is the ability to collect responses in audio or video format within the panel. This approach allows participants to express themselves more naturally, adding nuances that written text cannot capture. AI transforms these recordings into structured, automatically coded information, available in real time to analysis teams.

Moreover, machine-learning algorithms can assess the coherence and authenticity of responses, enhancing panel quality and reducing human bias. This results in more reliable, representative insights, especially in multicultural studies where expression and context are key to accurate interpretation.

This convergence of AI and online panels ushers in a new era in research, one where the boundaries between quantitative and qualitative blur, giving way to a faster, smarter, and more human ecosystem of insights.

ThinkNow is also expanding these innovations through synthetic sample, an advanced approach that broadens the reach and representativeness of studies without compromising methodological integrity.

If you’d like to learn more about how AI, online panels, and synthetic sampling are revolutionizing research, click here.

When we launched ThinkNow Audiences, our goal was simple: put multicultural data where media gets bought. We saw a gap between multicultural insights and how those insights were being activated in media buys, so we built a bridge.

Now, that bridge is getting wider, smarter, and faster.

ThinkNow Audiences 2.0 isn’t just a refresh. It’s a strategic evolution in multicultural research and programmatic media buying. We’ve doubled down on contextual relevance, expanded private marketplace (PMP) partnerships, and focused on what matters most to buyers – culturally relevant campaigns that drive top-line results.

From Demographics to Cultural Context

Traditional multicultural targeting has often been limited to high-level demographics, like age, ethnicity, and language. While still useful, those markers alone do not fully reflect how people engage with media or express their identities in 2025.

Today’s audiences are fluid. They move between languages, cultures, and platforms depending on their mood, the moment, and the medium. So, our audience strategy needed to evolve to capture the nuances of today’s consumers.

ThinkNow Audiences 2.0 introduces a new layer of cultural context built around behaviors, affinities, and signals that reflect this complexity, including:

• Spanglish fluency segments
• Cultural content affinity, such as regional music fans, Latin American sports loyalists, or bilingual comedy watchers
• Crossover consumers who blend multicultural identity with general market tastes in streaming, shopping, and social media

By mapping these signals, we’re creating segments that reach not only Latino, Black, and Asian consumers, but also those from other diverse backgrounds. They speak to who they are and what they care about in the moment they’re engaging.

Why Contextual Targeting Matters Now

The loss of cookies has made contextual data more valuable than ever. While much of the industry is still catching up, multicultural audiences have always been more effectively engaged through context, not just identity signals.

We’ve leaned into the shift to contextual by:

• Partnering with publishers that offer culturally-aligned content environments
• Layering survey-based insights into PMP strategies so inventory reflects not just who the user is, but how and where they consume content
• Building cultural contextual bundles around moments like Hispanic Heritage Month, Día de los Muertos, or Black Music Month

In short, we’re shifting from basic audience targeting to authentic audience connection.

PMP: The Quiet Power Play

A big part of our 2.0 rollout has been focused on private marketplace deals, where we’re seeing serious traction. The agencies and brands we work with are looking for:

• Efficiency with better performance per dollar spent
• Trust through inventory with verified cultural alignment
• Customization through the ability to match creative with context

PMPs allow us to deliver all three. They provide our partners with an easy entry point into multicultural activation, eliminating the need to overhaul their entire media strategy.

We’ve seen success working with Hispanic-focused agencies, Black-owned publishers, and general market programmatic buyers who want to reach growth audiences with more intention.

Built with Cultural Integrity

What makes ThinkNow Audiences different isn’t just the multicultural data. It’s how the data is created. Our segments are built on:

• Zero-party data from ThinkNow’s proprietary research panels, real people voluntarily sharing their perspectives
• Cultural nuance layered in by humans, not just algorithms that assign generic labels
• Validated behavioral signals that reflect lived experiences rather than broad modeled assumptions

ThinkNow Audiences is not repackaged, generic data with a multicultural label on it. It’s original and culturally grounded, the result of over a decade of working at the intersection of culture, data, and media.

Looking Ahead

As we move into 2026, we are committed to making it easier for brands to meet multicultural audiences where they are in ways that are important to them.

ThinkNow Audiences 2.0 is a step forward, but it’s also an invitation to the industry to make multicultural marketing, central, not secondary, to data strategy to drive relevance in marketing and media. The future of audience targeting is not just more diverse, it’s more human, and that’s what we’re building for.