U.S. consumer demographics are shifting, with multicultural consumers projected to become the majority by 2050. These audiences drive population growth, influence cultural trends, and wield significant buying power. For programmatic media buyers, it’s clear that effectively engaging multicultural consumers isn’t just an ethical choice—it’s a strategic business imperative.

Yet, despite their importance, the tools we use to connect with these audiences often fall short. While the conversation around diverse media has gained traction, it’s time we give equal weight to an often-overlooked counterpart—diverse data.

The State of Multicultural Media

From Hispanic-focused streaming services to Black-owned publications, diverse media platforms have emerged as powerful channels to engage multicultural audiences. The industry’s push to invest in diverse media is paying off, with more brands dedicating budgets to platforms that authentically reflect the communities they aim to reach. However, while media outlets are the vehicles, the data fueling these campaigns often lacks the nuance necessary to drive authentic connections.

Data Blind Spots in Multicultural Marketing

Let’s address the elephant in the room: Not all data is created equal. Many programmatic campaigns rely on datasets that fail to capture the complexities of multicultural consumers. Generic datasets often rely on outdated assumptions, grouping diverse communities into monolithic categories. For example, “Hispanic consumers” might be treated as a single entity, ignoring the rich diversity of language preferences, generational differences, and cultural nuances within this group.

This lack of specificity leads to missed opportunities. Imagine a campaign targeting bilingual Millennials who seamlessly navigate between English and Spanish. Without granular data that identifies this segment, a brand risks delivering ads that feel irrelevant or, worse, alienating. These blind spots hinder campaign performance and the broader mission of building trust with multicultural audiences.

The Role of Zero-Party Data

So, how do we address these blind spots? The answer lies in diverse data, specifically privacy-compliant data rooted in authenticity. Zero-party data—information willingly shared by consumers through surveys, quizzes, or direct interactions—is a game changer. Unlike inferred or third-party data, zero-party data offers insights directly from the source.

For programmatic buyers, this means the ability to create audience segments that go beyond basic demographics, such as identifying African American homeowners interested in sustainability or LGBTQ+ families seeking inclusive financial services. Programmatic campaigns can achieve greater precision and resonance by starting with strong seed data, ensuring that every impression counts.

Connecting Planning and Activation

One of the greatest challenges in programmatic media buying has been bridging the gap between planning and activation. Survey data has traditionally been used for planning purposes, such as shaping strategy and identifying key segments. However, this data often gets lost in translation when it comes time to activate campaigns.

Diverse data addresses this concern by enabling seamless integration with demand-side platforms (DSPs). For instance, a campaign targeting first-time Latino homebuyers can move from a strategic idea to an activated campaign with minimal friction. This end-to-end connection ensures that the data guiding your strategy is the same data driving your execution.

Connected TV and Diverse Data

As Connected TV (CTV) expands, so does the need for diverse data. CTV offers unparalleled opportunities to reach audiences in a highly engaging format, but its effectiveness hinges on accurate targeting. By leveraging diverse data, ads are more likely to resonate with multicultural viewers because they align with their values and identities, driving deeper engagement and maximizing ROI.

The same principle applies across all digital channels, from display to social. Programmatic media buyers have the tools to layer diverse data onto existing programmatic pipes, enabling campaigns that are not only scalable but also deeply resonant.

The Path Forward

As programmatic media buyers, we have an opportunity—and a responsibility—to push the industry forward. Investing in diverse data is not just a tactical decision, it’s a strategic one. We must ensure that the stories we tell through media reflect the realities of the audiences we serve. By aligning our media strategies with the growing demand for authenticity in advertising, we can drive growth that benefits both brands and consumers.

This blog post was originally published on MediaPost.

The perception of masculinity is evolving. Historically, men have been socialized to be providers—strong, confident, and financially successful. However, shifts in culture, gender dynamics, and societal expectations have tipped the scales. As women gain economic independence and redefine their roles, many men find themselves at a crossroads, navigating new expectations of identity and purpose. 

Rigid societal definitions of masculinity have given rise to phrases like “man up” and “turn in your man card,” which reinforce outdated ideals and make those who deviate from them feel inadequate—both by women and other men. However, data shows that traditional markers of masculinity, such as hypersexuality and the “perpetual bachelor” persona, are losing their appeal.

As these outdated constructs fade, fatherhood, for example, is emerging as a defining trait of contemporary masculinity. While past generations focused primarily on financial provision, today’s fathers take pride in active parenting, embracing their role as engaged caregivers. This shift is reflected in branding and media as advertisers move away from the clueless dad trope and toward representations of nurturing, competent fathers who confidently handle household tasks, from doing laundry to joyfully playing dress-up with their daughters.

Despite progress, challenges remain. Many men still struggle with emotional expression, and societal expectations often discourage vulnerability. However, conversations around masculinity and mental health are becoming more mainstream, signaling slow but meaningful change. 

On this episode of The New Mainstream, Whitney Dunlap-Fowler, Owner and Chief Brand Strategist, of Touch of Whit Creative, explores shifts in masculinity and their impact on culture, relationships, and branding. 

The results of the 2024 U.S. presidential election sent shockwaves around the globe. While the performance of the U.S. economy and inflation rate of 2.7% around the time of the election were envy of the world, many Americans were still hurting from the rapid rise in prices immediately following the pandemic. The economy, therefore, was the number one issue voters cared about in 2024, and they voted for change.

The Economy a Key Concern for Latino Voters

Among the groups that prioritized the economy over any other issue were Latinos. The majority of Latinos followed past trends and voted for Democrats, but more of them shifted their allegiance to Republicans this year than ever before. To help understand this shift, we had another look at ThinkNow’s July 2024 Latino Voter research which revealed significant nuances within the Latino population that could guide Democratic strategists as they regroup after a stinging loss.

Understanding Latino Attitudes Toward Social Issues

While views on the economy clearly drove people to the polls, the new administration is changing more than economic policy. Social issues are currently driving agenda. Among them are curbing reproductive and transgender rights, mass deportations and eliminating diversity and inclusion initiatives. However, how Latino voters felt about these issues was not as cut-and-dry as pocketbook issues.

LGBTQ+ Community

Latinos tend to be more religious than other groups, which might lead to the assumption that they are more likely to support restrictions on reproductive rights and show less support for the LGBTQ+ community. But that does not appear to be the case. Despite the impression that Latinos are socially conservative, our research shows support for the LGBTQ+ community is as high or higher among Latinos than other groups.

Reproductive Rights

A majority of Latinos, even those who identify as Republicans, believe whether or not to have an abortion should be decided by women without government interference. Support for reproductive rights is also higher among Latinos who consume English language media.

Transgender Rights

While the economy was the issue that drove most voters, public sentiment on transgender rights may have played a role in the outcome of the 2024 election. Over half of voters (55%) felt that governmental and societal support for transgender rights had gone too far (AP VoteCast).

When focusing on support for transgender individuals using bathrooms aligning with their gender identity, support dipped to 42% of Latino voters. These findings suggest that while Latino communities are generally supportive of LGBTQ+ rights, the data alludes to conservative leanings within sub-populations of this community that went unexplored.

The issue is complicated since a majority of voters opposed laws banning gender-affirming care for minors. The challenge for Democrats was not just advocating for transgender rights but doing so in a way that resonated with culturally diverse electorates, such as Latinos.

Immigration and Deportation Plans

In October, Data for Progress conducted a survey to gauge voter sentiment on various immigration scenarios potentially affected by Trump’s mass deportation plan. The survey tested nine different deportation scenarios. Among them, a majority of voters supported deportation in only two cases: for someone who recently crossed the border illegally (70%) and for someone who crossed the border illegally and has a criminal record for a nonviolent offense (67%).

ThinkNow’s survey found that a majority of Latino voters support a path to citizenship. Only 7% support deportation without an option to return.

Insights for a Pro-Democratic Strategy

The data shows that Democrats could have better engaged Latino voters. Having had strong support from this community in 2020, the drop in voter turnout is telling. Areas for growth include:

• Acknowledging that social issues only come into play once economic needs are met: The economic realities of Latino voters make it difficult for them to vote based on social issues. Improved communication around economic issues will help Democrats connect with these voters.
• Connecting LGBTQ+ advocacy with family values: Frame support for transgender rights as a reflection of deeply rooted values of dignity, fairness, and care—principles central to Latino culture.
• Using bilingual messaging that accounts for generational differences: Craft culturally informed messaging in Spanish and English that highlights shared struggles for equality and acceptance.
• Better Communicating Immigration Stance: Latinos are progressive on immigration, though the issue is often misrepresented. Clear, positive immigration messaging will help Latino voters better match their values to voting behavior.
• Countering fear-based transgender narratives with poignant truths: Given the GOP’s heavy investment in anti-transgender ads, employing relatable, human-centered storytelling to humanize transgender rights, debunk false narratives, and show alignment with core Democratic principles is key.

Moving Forward

In the wake of the 2024 election, it is clear that the Democratic Party faces a pivotal moment to reconnect with Latino voters—a group that has long been a cornerstone of their coalition. While economic concerns dominated the election, social issues significantly shaped voter sentiment and revealed nuanced views within the Latino community. Moving forward, Democrats must adopt a multifaceted strategy that addresses both economic and social priorities. Furthermore, Democrats must understand that despite the accelerating trend toward a multicultural majority in the U.S., it is no longer a given that a black or brown individual will vote blue. There are nuances to be considered, from countries of origin to socio-economic status.

By emphasizing culturally resonant messaging, clarifying their stance on immigration, and aligning advocacy for social rights with deeply held community values, Democrats can rebuild trust and inspire renewed engagement among Latino voters. The road ahead requires thoughtful reflection and bold action, but the opportunity to create a stronger, more inclusive coalition remains within reach.

Shifting consumer dynamics are reshaping how companies and brands connect with their audiences. While market research strategies often account for basic demographics like race, ethnicity, and gender, truly inclusive panels go beyond these factors by creating spaces where individuals feel comfortable sharing their opinions and experiences.

This approach not only enhances the depth and quality of the data collected but also ensures a more accurate and authentic representation of diverse target audiences.

Inclusive Online Panels Checklist

1. Diverse and Representative Recruitment: An inclusive panel starts with recruitment that ensures broad societal representation. This involves identifying and attracting individuals from various demographic and cultural groups. Partnering with local communities, specialized networks, or diversity-focused platforms can be instrumental in achieving this goal. Additionally, it’s crucial to avoid selection bias by ensuring equal opportunities for all segments to participate.
   
2. Accessible Panel Design: Platforms must be technologically inclusive. Incorporating real-time captions, audio descriptions, and compatibility with screen readers expands accessibility and ensures participation by individuals with disabilities. It’s also important to prioritize usability, making interfaces intuitive and functional across devices with varying technical capabilities.
   
3. Inclusive and Neutral Language: The language used in online panels must be carefully considered. Phrasing questions in ways that avoid cultural or social assumptions helps prevent bias. For instance, asking about “the head of the household” might be inappropriate or irrelevant for some participants. Using a neutral and inclusive tone while avoiding gendered language helps create an environment where participants feel both comfortable and understood.
   
4. Empathetic Facilitation: Moderators play a critical role in fostering inclusion. They must be trained to handle sensitive conversations and create an environment where everyone feels safe sharing their perspectives. This responsibility includes identifying and addressing any instances of exclusion or discrimination, whether occurring between participants or involving the moderator themselves. By doing so, moderators can ensure that interactions remain respectful, equitable, and conducive to open dialogue.
   
5. Continuous Evaluation and Feedback: Achieving inclusion in online panels is an ongoing journey that demands intentional effort and consistent evaluation and refinement. Implementing mechanisms to receive feedback from participants helps identify areas for improvement and refine approaches as needed. By doing so, organizations reaffirm their commitment to the principles of diversity and inclusion, which are well-established drivers of innovation and economic growth.

Why Inclusive Online Panels Matter

Adopting inclusive practices in online panels not only strengthens market research strategies but also benefits brands. A more accurate representation of audiences helps inform the development of products and services that genuinely meet their needs. Furthermore, brands that demonstrate a genuine commitment to inclusion often earn the loyalty of consumers who value diversity and equity.

From a research perspective, prioritizing inclusion yields richer, more diverse insights by accounting for cultural norms and other factors that influence survey responses. These authentic insights enable brands to innovate and adapt in a globalized market where diversity is the norm rather than the exception.

Brands that incorporate inclusive online panels into their market research strategies are better positioned to engage audiences over the long term, driving sustained topline growth.

The recent Portada article, "PHD, UM, and D'exposito Urge for Multicultural Data Improvements," highlights the urgent need to address multicultural audience data issues in the face of privacy legislation and evolving consumer expectations. "As someone deeply invested in advancing data-driven marketing for diverse audiences, I’d like to present survey-based data as the solution to the challenges outlined," says Mario Carrasco, Co-Founder and Principal at ThinkNow, and author of this article.

1. Privacy Compliance Without Sacrificing Accuracy

State consumer privacy laws increasingly restrict the use of sensitive data like ethnicity and race. Unlike inferred or aggregated datasets, survey-based data relies on self-reported information where respondents explicitly consent to share their data. This consent-driven model aligns seamlessly with laws like GDPR, CCPA, and emerging state regulations, ensuring ethical and legal data use. 

Key Insight: Survey-based data is inherently transparent, meeting compliance standards without compromising the granularity needed for multicultural marketing.

2. Survey Data: Countering the “Erasure” of Multicultural Audiences

As the article notes, removing direct identifiers of race and ethnicity can unintentionally erase these communities from targeting frameworks. Survey-based data retains the richness of multicultural identities by directly asking respondents to identify their ethnicity, cultural preferences, and behaviors. This creates a foundation for accurate representation without relying on outdated proxies like language usage.

Example: Assuming someone listening to Bad Bunny speaks Spanish is as flawed as assuming they’re Hispanic. Survey-based data eliminates such assumptions by capturing audience self-perception and behavior directly.

3. Improved Measurement and Attribution

The industry’s struggle with attributing ROI to multicultural campaigns is amplified by insufficient audience data. Survey-based datasets empower brands to link ad performance to specific cultural segments, providing a clear picture of what works and why.

Implementation: By layering survey-based data into programmatic platforms, advertisers gain actionable insights into engagement metrics across diverse groups, bridging the gap between cultural relevance and measurable outcomes.

4. Empowering Brands to Advocate for Multicultural Spending

As noted, brands like PepsiCo are demanding better connections with multicultural audiences. Survey-based data equips advertisers with the tools to justify investments in these segments, backed by data that proves campaign effectiveness.

The Opportunity: By leveraging survey-based data, brands can ensure their multicultural efforts resonate authentically and drive results, even in an era of heightened privacy scrutiny.

5. Survey Data: Future-Proofing Multicultural Marketing

As privacy laws expand and data deprecation challenges intensify, survey-based data offers a scalable and adaptable solution. Its zero-party nature ensures it remains compliant, while its precision addresses the growing demand for culturally nuanced marketing.   

This blog post was originally published on Portada.

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.

On my podcast, The New Mainstream, I’m often asked who I believe is the best marketer when it comes to engaging Latino audiences. My answer has long been Target. For years, Target has invested in Latino and multicultural consumers with consistent intent and authenticity. They do their homework, they partner with leaders and organizations within the communities they aim to serve, and they craft campaigns that resonate deeply with their target audience. This year, however, I’m giving the title of “Best Latino Marketer” to an unlikely candidate: the Republican Party.

Before I go any further, let me be clear. I personally lean left. But giving credit where credit is due is critical—especially when it comes to understanding how to reach the growing and evolving Latino electorate. The Republican Party’s efforts in 2024 to connect with Latino voters were strategic, well-researched, and, ultimately, effective. Their outreach exemplifies what brands, political parties, and organizations must do to engage this crucial segment authentically: invest consistently, align with values, and build community-driven connections.

A Legacy of Latino Outreach

The Republican Party’s engagement with Latinos is not a new phenomenon. In fact, they were the first political party to identify Latinos as a distinct electorate worth mobilizing. According to Marie Arana’s LatinoLand: A Portrait of America’s Largest and Least Understood Minority, it was the Nixon campaign in the early 1970s that coined the term Hispanic to describe the growing population of Spanish-speaking Americans. Nixon’s team recognized the political potential of Latinos, particularly in the Southwest, and launched targeted outreach efforts to court their votes.

Nixon’s strategy paid off. His administration saw success among Latino voters, and in the aftermath, he appointed the highest number of Latinos to senior positions in the federal government up to that point—a significant step toward political inclusion. This historical example underscores the importance of seeing Latinos as a vital political constituency, not as an afterthought or homogenous group.

Fast-forward to 2024, and the Republican Party has refined this playbook with even greater sophistication.

Values-Based Alignment: A Winning Strategy

One of the most critical factors in the Republican Party’s success with Latinos this year is its focus on shared values. ThinkNow’s research consistently shows that U.S. Latinos prioritize family, faith, economic opportunity, and hard work—values that align closely with conservative platforms.

Organizations like the LIBRE Initiative, a nonprofit founded in 2011 with heavy backing from the Koch network, have been instrumental in this approach. LIBRE’s mission is to advance economic freedom and opportunity within the Latino community. Instead of relying solely on traditional political outreach, LIBRE has focused on community-building: hosting events, offering educational resources, and addressing economic issues like inflation, healthcare access, and job creation—issues that directly impact Latino families.

This approach is not surface-level marketing. It reflects a deeper understanding of Latino priorities. In doing so, the Republican Party demonstrated what brands and organizations often miss – the power of connecting values to the lived experiences of the audience they aim to engage.

Learning from Mistakes: The Nicky Jam Example

The Republican Party’s Latino outreach has had its share of missteps. This year, for example, President-elect Donald Trump mistakenly referred to Puerto Rican reggaeton star Nicky Jam as a woman during a rally, saying, “She’s hot,” despite Nicky Jam being male. The blunder not only highlighted a lack of understanding of the cultural figure they were referencing but also suggested the partnership was superficial and not rooted in genuine connection.

The lesson here is critical but simple. If you’re going to use someone, you better know how they identify—otherwise, it becomes clear that the effort was just for show. Authenticity matters. Still, the attempt itself highlights the party’s willingness to take risks and experiment with culturally relevant outreach strategies—something that brands would do well to note.

The Role of Research and Investment

What sets the Republican Party apart this year is the depth of its investment. While Democrats have traditionally enjoyed the loyalty of Latino voters, the Republican Party has capitalized on complacency, particularly in battleground states.

Equis Research’s 2024 report highlights that Latino voters are highly diverse in their political beliefs, with significant variations based on geography, age, and national origin. For example, Cuban Americans in Florida are more likely to lean Republican, whereas Mexican Americans in California favor Democrats. The Republican Party’s targeted messaging, particularly in states like Florida, Texas, and Arizona, reflects a nuanced understanding of these differences.

From Spanish-language ads to outreach at churches, small businesses, and community events, the Republican Party has invested in grassroots-level engagement that resonates with Latino voters. The effort mirrors what successful marketers like Target do so well: recognize that building trust with multicultural audiences requires time, consistency, and a willingness to meet people where they are.

A Playbook for Marketers

As marketers, there’s a lot we can learn from the Republican Party’s success with Latino outreach in 2024. At its core, their strategy reflects three key principles:

1. Invest Consistently: Building trust with any audience requires a long-term commitment, not a one-off campaign.
2. Align with Values: Understand and connect with the values that matter most to your audience.
3. Engage Authentically: Go beyond surface-level partnerships. Build relationships at the grassroots level and be willing to listen, adapt, and learn.

Final Thoughts

This year, the Republican Party’s outreach to Latino voters has been a masterclass in values-driven marketing. As a left-leaning individual and a business leader, I may not agree with their platform, but I can’t deny the effectiveness of their strategy. In a political landscape where Latinos continue to shape the future of this country, the Republican Party’s efforts serve as a wake-up call to brands, organizations, and even their Democratic counterparts. Investing in Latino audiences requires more than good intentions—it demands action, strategy, and respect.

For marketers looking to engage the Latino community, start by doing your research to understand the values that matter most to them. Then, show up consistently to demonstrate genuine commitment and support for their community. The Republican Party did, and in 2024, they earned the title of the year’s best Latino marketer.

This blog post was originally published on HispanicAd.com