Younger and more tech-savvy than their majority counterparts, Hispanic consumers present significant growth opportunities for brands looking to expand their consumer base. Yet, even with larger budgets and bigger teams, many of these brands stumble through their multicultural outreach. Worse case, they ignore them entirely, as is the case with the “hidden generation.” (more…)

After college, Marissa Nance headed to New York City with just enough cash to cover a month of expenses and more than enough talent to land a job at one of the largest advertising agencies in the world.

Fast forward a few years, this pioneering media expert, fearless marketing executive, and groundbreaking content producer with credits like "Survivor," "Top Chef," and "The Biggest Loser" to her name, launched Native Tongue Communications (NTC), the first and only minority-and-female-certified media agency in the U.S. committed to bringing to life innovative, thought-provoking and culturally relevant ideas that authentically connect brands to diverse and growing populations. (more…)

The U.S. federal government is the largest purchaser of goods and services in the world. For small businesses negatively impacted by the pandemic over the past two years, this may offer a glimmer of hope as many attempt to pivot to stay afloat. While several businesses were forced to close due to losses, new businesses were formed by laid-off or dissatisfied workers.

But new firms are more vulnerable to economic swings. (more…)

Here’s a startling statistic. By 2042, Baby Boomers are poised to hand over as much as $70 trillion in inheritance to their heirs, and Millennials are the lucky demographic most likely to clean up. Boomers, affectionately named after the “boom” of babies born after World War 2, were the first generation in America to grow up in a prosperous middle class. Before the 1940s, luxuries like homeownership and vehicle ownership were reserved for the upper class. But between 1940 and 1960, four-fifths of American families owned at least one car, and homeownership increased to 61%. (more…)

People with disabilities don’t want to be defined by the stigma of being differently abled. By celebrating people for who they are and adapting experiences through their lens, we get the privilege of seeing how they shine. ThinkNow ConneKt surveyed over 500 people with disabilities who identify as Non-Hispanic White, Hispanic, and African American and discovered these amazing stats. (more…)

While debates about cancel culture, voting rights and who qualifies for which athletic competition percolate on the policy level, consumers are voting with their identities. Americans especially are demanding more specialized options for their pronouns, sexuality, race and ethnicity and — as employees — are resigning from their jobs by the millions for more meaningful work. These shifts in the U.S. markets are occurring fast and businesses must shift, too, starting with how they sample and research their customers and workforce, according to a new project helmed by multicultural research agencies, Insights in Color, where I serve on the board, Lucid and my company ThinkNow. (more…)

This time last year, America was fresh off the high of a change in executive leadership. Americans started rolling up their sleeves for COVID-19 vaccinations, and the nation was undergoing a racial awakening generations in the making. Then a week into the new year, democracy was breached, and the ensuing fallout would test the ideals of what it means to be American. In our 2021 ThinkNow year-end report we examine the economic highs and lows of the past twelve months, and how consumers, in their resilience, have weathered the storms by tapping into their power and wielding it to demand a fair and just society for all. (more…)