In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media.

Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share.

Historically, companies housed multicultural marketing expertise in separate units. Over time, these teams were often folded into Total Market efforts. Doing so, however, diluted the specific focus needed to genuinely connect with diverse audiences.

As the U.S. moves towards becoming a multicultural majority, a nuanced understanding of the complex and multifaceted identities of diverse audiences becomes critical. However, many sectors underinvest in multicultural marketing and media despite the clear benefits. Brands must move beyond analysis paralysis and take actionable steps toward inclusivity. By incorporating these perspectives from the beginning, brands can create more authentic and impactful connections.

Tune in to the full episode of The New Mainstream podcast to gain valuable insights into the future of multicultural marketing and media.

Excitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City of Light will be teeming with fans and well-wishers who have traveled from near and far to watch and enjoy the Games. Those unable to attend can watch broadcasts on NBC and Telemundo, and networks like USA and the Golf Channel or stream the content on Peacock.

This year's Games are highly anticipated as they are the first full-capacity Olympics since the pandemic began. However, consumers’ media consumption habits changed significantly during the pandemic. To understand how audience engagement with the 2024 Summer Olympics might be impacted, ThinkNow conducted a quantitative research study among a nationally representative sample of U.S. adults.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

Consumer Sentiment

The study revealed that a significant majority (68%) of U.S. adults plan to watch at least some of the Summer Olympics, marking a rise in enthusiasm compared to previous Games. This is particularly exciting considering fewer than half watched the 2022 Winter Olympics and 2020 Summer Olympics.

Asians (76%) expressed the most interest in watching this year’s Games, followed by African Americans (75%), Hispanics (74%) and non-Hispanic Whites (67%), demonstrating the growing diversity of U.S. viewers of this year’s Games.

Millennials (74%) are the largest generational cohort expressing interest in the Summer Olympic Games, followed by Gen X (71%) and Gen Z (68%). At 62%, Boomers show the least interest. That means that this year’s viewers will not only be more diverse but also skew younger, an important insight for brands looking to get in front of these influential groups.

Viewership

The study also uncovered distinct differences among various demographic groups in  viewership patterns. Overall, 31% of viewers plan to watch the Olympics every day, with African Americans (30%) and non-Hispanic Whites (29%) close to the average, while Asians show less daily viewership at 16%. A significant portion of the audience plans to watch the Games on most days, with Asians leading at 52%, followed by African Americans (46%), Hispanics (49%), and non-Hispanic Whites (44%). Asians (25%) are more likely to view the Olympics only on days when their preferred sporting events are on, compared to 21% of non-Hispanic Whites and 18% of Hispanics.

Motivations and Preferences

Consumers plan to watch the games for various reasons, with the primary motivations being a love for their favorite sports, a sense of patriotism and a desire to gain cultural understanding. Gymnastics appeals to all groups, with Asians showing the highest interest at 52%. Basketball is particularly popular among African Americans, with 59% expressing interest. Swimming attracts a higher percentage of Asians (29%) and non-Hispanic Whites (27%), while Track and Field is favored by African Americans (38%).

Baseball sees notable interest among Hispanics (23%) and non-Hispanic Whites (23%) despite not appearing at the Olympic Games this year. The sport returns for the 2028 Summer Olympics in Los Angeles. Beach Volleyball is most popular among non-Hispanic Whites (26%), whereas Boxing finds more favor among Hispanics (25%). Soccer is especially popular among Hispanics, with 35% expressing interest, significantly higher than other groups. The study also revealed varied levels of enthusiasm and engagement among different demographic groups and generations. Overall, 45% of respondents completely agree that watching the U.S. compete in the Olympics fills them with pride. This sentiment is strongest among Hispanics (53%) and Baby Boomers (57%), while African Americans (40%) and Gen Z (35%) show less enthusiasm. The anticipation for the Olympics every four years is high, with 34% of the total market expressing strong agreement, particularly among Hispanics (43%) and Baby Boomers (47%).  Thirty-nine percent of respondents view new sports like Surfing and Skateboarding favorably, with Millennials (47%) showing the most support and Boomers being the least enthusiastic (19%).

Learning about the culture of the host country is an appealing aspect for 43% of viewers, especially Gen Z (48%), although Asians (30%) and Boomers (26%) expressed less interest in diverse cultures. A significant portion of respondents, led by Hispanics (33%) and Millennials (35%), often go out of their way to watch their favorite Olympic events, with African Americans (17%) being less likely to do so.

The Olympics also serve as a family bonding occasion for 31% of viewers, particularly among Millennials (35%), though Boomers (20%) are less likely to share this view.  A significant portion of respondents plan to share Olympic content on social media, with Gen Z (28%) being the most active and Boomers (9%) being the least.

Media Consumption

Finally, different demographic groups and generations show notable differences in media consumption habits. Non-Hispanic Whites (45%) and Baby Boomers (54%) are more likely to watch the Olympics on NBC/traditional network TV compared to Hispanics (28%) and Gen Z (23%). Online streaming platforms such as Peacock and NBC.com are particularly popular among Asians (42%) and Millennials (49%), indicating a preference for digital consumption among younger audiences. In contrast, cable/satellite options like CNBC, USA Network, and Telemundo are favored by Hispanics (33%) and, to a lesser extent, by Baby Boomers (26%).   

A small percentage of viewers across all demographics are unsure about their viewing method, with Asians (6%) and Gen Z (7%) showing slightly higher uncertainty. These trends highlight the shift towards digital streaming among younger generations and the continued preference for traditional TV among older viewers.

Summer Olympics Key Takeaways

As technology continues to reshape how audiences engage with major events like the 2024 Summer Olympics, these findings underscore the importance for broadcasters and organizers to adapt their strategies to cater to consumers’ diverse viewing habits and preferences across different age groups.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

In today's digital era, market research has significantly evolved, adopting innovative strategies to enhance participation and data quality. One of the most notable trends is gamification applied to online panels. Gamification involves integrating game elements, such as competitions, points, levels and rewards, into non-game activities to motivate and engage participants.

Why Gamification Works

Gamification transforms the online panel experience in a few key ways. First, it boosts engagement and completion rates. By turning surveys into challenges or games, respondents are more engaged and less fatigued which reduces survey drop-off rates. This leads to more comprehensive and accurate data sets.

Additionally, gamification fosters a healthy competitive environment among participants. Real-time leaderboards and instant rewards motivate respondents to put in their best effort, leading to more thoughtful and engaged responses. This ultimately improves the quality of data collected.

Another crucial benefit of gamification is its ability to attract and retain a more diverse and younger audience. Millennials and Gen Zers favor digital experiences and instant gratification and are particularly drawn to games and interactive activities. This allows researchers to tap into a wider, more diverse audience, enriching the data pool with fresh perspectives.

Gamification Examples in Online Panels

• Points and Rewards System: Panelists earn points for completing surveys or referring friends, which they can redeem for prizes such as gift cards, PayPal credits, physical products, raffle coupons or donations to charitable organizations. Another technique is to create badges that serve as rewards when panelists achieve certain objectives, such as participating for a set time, responding to a certain number of surveys or completing profiling questionnaires.
• Progress Bar: Gamification leverages human’s natural desire to track progress. Just like the satisfaction of checking off a completed task on a list, online panels with gamification elements like displaying a status bar showing progress toward certain goals provides a similar sense of accomplishment as participants move through the survey. This reinforces engagement and motivates them to continue.
• Participation Ranking: Create a leaderboard where users can see their position compared to other participants based on accumulated points. Panelists in the Top 3, for example, are rewarded with points or other incentives and are recognized through other means such as social media or the panel's monthly newsletters.
• Challenges and Contests: Encouraging panelists to participate in quick challenges and activities to earn extra points within a limited time disrupts the status quo. Here, gamification goes beyond surveys to include more creative tasks like commenting on a forum or social media post, uploading photos or completing questionnaires.
• Forums and Social Media: Creating safe spaces where participants can interact, share experiences and solve challenges together while earning points for their participation builds a sense of community. By doing so, participants are more likely to invite friends to join and share their achievements on social media to earn additional points.

Gamification Works

Gamification has been a game changer for the market research industry. By incorporating engaging elements, online panels have transformed static one dimensional surveys into multifaceted interactive experiences that boost participation and increase participant loyalty, resulting in better data and better outcomes for participants and brands.

At the recent Hispanic Radio Conference, I participated in a panel discussion where industry experts and enthusiasts gathered to ponder the future of Hispanic radio. The enthusiasm in the room was infectious, underscoring a collective belief that the industry is on the brink of a significant transformation. The key takeaway was clear: to capture the hearts and minds of Gen Z, Hispanic radio must innovate while staying true to its cultural roots.

Hispanic Radio Offers Cultural Connection

When Sirius Satellite Radio hit the airwaves in the early aughts, it disrupted traditional broadcast radio, and over the years, the technology has only improved. Consumers can now enjoy their favorite music genres on dedicated channels with clear reception and options to limit or eliminate ads entirely. However, what satellite radio lacks, broadcast radio excels in – longevity, real-time engagement and a strong community focus. In short, broadcast radio offers authenticity, and consumers are paying attention, particularly young multicultural consumers seeking authentic connections.

Many Gen Zers are gravitating towards platforms, like radio, that reflect the intersectionality of their cultural identities. According to the Pew Research Center, young Hispanics comprise approximately 25% of the Gen Z population in the U.S. This generation, deeply influenced by Latino culture, is embracing their heritage unapologetically, including those predominantly English-speaking—a notable percentage, according to Pew. Radio has a tremendous opportunity to engage this demographic on an accessible platform that meets them where they are culturally and economically. Broadcast radio is free.

Multicultural Gen Z Embraces Nostalgia

You only need to scroll through your TikTok feed to witness how deeply Gen Z embraces nostalgia. The same ’80s and ’90s songs that resonated with you in high school are now the soundtrack to today’s youth’s experiences. Among Hispanic youth, in particular, this nostalgia extends to the revival of traditional music genres like corridos. A joint study by Orci and ThinkNow revealed a remarkable surge in corrido popularity, with Spotify reporting a staggering 400% increase in regional Mexican music streams. This trend underscores a broader craving for connection and authenticity, values that Hispanic radio uniquely satisfies.

Radio stations can cultivate a loyal and engaged audience by leveraging popular tools like social media not just for promotion but as a platform for interactive video content and exclusive behind-the-scenes experiences. This approach aligns with research indicating that younger audiences prefer immersive media experiences beyond traditional formats.

Hispanic Radio Bi-lingual Strategies

The renewed interest in Hispanic Radio has led to new initiatives to serve the diversity within the Hispanic community. This includes integrating English-format shows featuring Spanish music, reflecting the bilingual and bicultural reality of many young Hispanics who effortlessly navigate between English and Spanish daily. By blending languages and cultural elements, radio stations can offer their listeners a more inclusive and relatable experience. However, this strategy presents both a challenge and an opportunity. Whoever pioneers this approach is poised to capture significant market share. Those who do not could be left behind.

Next Steps for the Industry

The data speaks volumes. The growing demand for Hispanic music genres like corridos reflects significant cultural shifts. Now is the opportune moment for Hispanic radio stations to embrace innovative strategies that amplify culture-forward programming, fostering a platform for cultural expression and community connection. Hispanic radio is more than a broadcasting medium—it is a cultural beacon for a generation eager to reconnect with their heritage and celebrate its identity.

This blog post was originally published on HispanicAd.

The digital battlefield is heating up as election season looms. This year’s presidential and congressional races are unprecedented, potentially seeing the highest voter engagement or disengagement levels in modern history. 

The change in dynamics presents a challenge for political advertisers. Gone are the days of blanket television ads and generic campaign slogans. Today, savvy campaign managers wield a powerful weapon – programmatic advertising – but it’s only effective when coupled with a sophisticated data strategy. Here's how to conquer the campaign trail in the age of big data: 

Regulatory Maze: Let Transparency Be Your Guide 

The political landscape is riddled with regulations. Federal Election Commission (FEC) guidelines and laws like the Honest Ads Act demand clear disclosure of political ad funding. This isn't just about avoiding hefty fines; it's about building voter trust – a crucial advantage in an age of political cynicism. 

Transparency breeds trust. By adhering to regulations and disclosing funding sources clearly, campaigns project an image of accountability. This fosters a positive perception amongst voters, encouraging them to engage with the campaign's message. Furthermore, a commitment to compliance avoids legal roadblocks that can derail momentum and drain resources.

The New Mainstream: Engaging the Multicultural Electorate  

Hispanic, African American and Asian American voters are a growing and influential base with unique priorities and concerns. To win their support, the one-size-fits-all strategy that may have secured your candidate's victory in the last election cycle is unlikely to suffice this time.  

Programmatic advertising offers a solution through laser-focused targeting. By leveraging demographic, geographic and behavioral data, campaigns can craft messages that resonate with specific voter segments. This strategic approach not only makes the audience feel valued but also increases the campaign's effectiveness.

However, programmatic advertisers must contend with challenges. Demand-side platforms (DSPs) are tightening regulations, particularly around diverse audience targeting, which may create barriers to access. Leveraging data partners with expertise in this area allows advertisers to reach a broader range of potential voters with relevant messaging while remaining compliant.

Beyond audience targeting is the content in the ads served. Generic messaging that ignores the unique experiences and aspirations of diverse communities will fall flat. Campaigns must invest in understanding the cultural nuances of their target audiences, which requires partnering with creative agencies that represent those communities to develop authentic and impactful messaging. 

In short, engaging the new mainstream is a collaborative effort. 

Zero-Party Data: Navigating Privacy Concerns 

Privacy concerns are at an all-time high, with voters increasingly wary of data collection practices. This presents a challenge for campaigns that rely on third-party data for targeting. 

Enter zero-party data: information that voters willingly share with a campaign. This includes preferences, interests and contact information provided through opt-in forms, surveys and interactive polls. There are several advantages to zero-party data. 

First, it's inherently more accurate than third-party data, which can be outdated or unreliable. Second, it fosters a sense of trust. Voters feel empowered when they have control over their data and understand how it's being used. Finally, zero-party data allows for hyper-personalization of ad campaigns. Imagine ads that address voters' concerns about education or healthcare delivered directly to their preferred platforms. This level of personalization leads to higher engagement and, ultimately, a greater chance of winning their vote. 

Programmatic Playbook: From Compliance to Real-Time Response 

With the foundation of data strategy laid, here are the steps you should take to succeed in political programmatic: 

Compliance First: As mentioned earlier, adherence to regulations is paramount. Ensure all programmatic campaigns comply with FEC guidelines and platform policies. Disclose funding sources clearly and prominently within all ads. 

Inclusive Approach: Embrace the diversity of the electorate. Develop targeted messages that address the concerns of multicultural voters. Utilize programmatic tools to deliver these messages to the right audience segments. 

Data Integrity: Prioritize zero-party data collection for audience targeting and ad personalization. Minimize reliance on third-party data to avoid privacy concerns and inaccurate targeting. 

Real-Time Response: Programmatic advertising offers unparalleled flexibility. Campaign teams can monitor voter engagement metrics and adjust messaging or targeting strategies in real time. This agility allows you to respond to voter concerns and capitalize on emerging trends, potentially turning the tide of an election. 

Elections are a high-stakes game where every vote counts. In today's dynamic political landscape, understanding regulations, embracing multicultural voters and strategically leveraging data are essential to effective programmatic advertising. Data is king, but without a well-defined strategy, it's powerless in this domain. Tap into zero-party data to tailor your messaging to resonate with diverse voter groups on their terms. By doing so, you'll maximize the impact of your campaign and drive meaningful voter engagement. 

This blog post was originally published on MediaPost.

Younger generations of workers have fully embraced the "work from anywhere" concept, prompting employers to rethink conventional methods. With the rise of remote and hybrid work models, flexible and adaptive workspaces have become more critical than ever. The pandemic accelerated the shift towards more distributed teams, and organizations are now adjusting their real estate strategies to support this new reality. Inclusive design plays a crucial role in creating environments that foster collaboration, productivity and a sense of belonging, whether employees work from home, in the office or in a hybrid setup.

Inclusive design, which extends beyond the traditional idea of universal design, emphasizes the importance of involving a diverse group of people in the design process to create solutions that cater to a broad range of needs and experiences. This approach is not only about accommodating physical differences but also considering the varied socio-economic backgrounds, gender identities and other factors that influence how individuals interact with their environments.

By creating spaces that cater to diverse needs, companies can enhance employee well-being, foster psychological safety and increase productivity. Doing so is socially responsible and makes good business sense, as it helps attract and retain top talent in a competitive labor market.

In this episode of The New Mainstream podcast, Ryan Anderson, Vice President of Global Research and Insights at MillerKnoll, shares insights into the practical applications of inclusive design and its role in shaping the future workplace.

About Ryan Anderson:

Ryan Anderson serves as Vice President of Global Research and Insights at MillerKnoll. His team leads MillerKnoll’s research, shares insights publicly across the world, and provides workplace strategy and application design services to MillerKnoll customers. With thirty years of industry experience, Ryan’s work has centered on how the places we inhabit can be better designed to support healthy, inclusive, and productive communities. Ryan hosts MillerKnoll’s About Place podcast on the future of the workplace and regularly speaks at public events about MillerKnoll’s historical and current research. Ryan is a contributor to Forbes, and has been featured in a wide variety of additional publications such as The Wall Street Journal, NPR, the BBC, Fortune, Bloomberg, and beyond.

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.