Mental health awareness has seen significant shifts in recent years, but cross-cultural and regional differences still play a role in how individuals perceive and address their mental well-being. A recent ThinkNow study comparing mental health attitudes and behaviors in the U.S. and Mexico offers valuable insights into how people in both countries navigate their mental health journeys.

Download the report here.

How Did We Do the Cross-Cultural Research?

ThinkNow surveyed 1,550 Americans and 560 Mexicans ages 18+ from late 2024 to early 2025. The survey was conducted online, using sample from ThinkNow’s DigayGane panel. Quotas were set to ensure balanced participation by age, gender, geographic region and socio-economic status in both countries. We broke out the results by Total Americans, Hispanics, Mexicans and generationally in both countries.

How Do People Rate Their Mental Health?

One of the key findings of the report is that approximately three-quarters of adults in both the U.S. and Mexico rate their mental health as "excellent" or "good." However, age plays a crucial role in these self-assessments. Younger generations—Gen Z and Millennials—are more likely to report lower mental health ratings compared to older generations. This trend is consistent across both countries, suggesting that younger individuals may be facing unique stressors that impact their well-being.

Interestingly, U.S. Hispanics rate their mental health slightly higher (79% excellent/good) than the general U.S. population. Gender differences also emerge. In the U.S., men are more likely to rate their mental health as "excellent," whereas in Mexico, women are more likely to do so.

Mental Health Diagnosis and Willingness to Discuss Issues

One of the most notable contrasts in this cross-cultural study is mental health diagnosis rates. Nearly 30% of U.S. respondents reported having been diagnosed with a mental health condition by a healthcare professional, compared to fewer than 20% of U.S. Hispanics and Mexican respondents. The lower diagnosis rate in Mexico may stem from limited access to mental health resources and stronger social stigma surrounding mental health discussions.

When it comes to discussing mental health with professionals, U.S. respondents—both in the general population and among Hispanics—have become more comfortable doing so compared to previous years. In contrast, Mexican adults report lower levels of comfort, potentially due to stigma and reduced accessibility to mental health services.

Work and Relationships: The Impact of Mental Health

Mental health challenges can profoundly affect various aspects of life, particularly work and personal relationships. Around 30% of respondents in both countries report that their mental health has impacted their professional and personal lives to some degree. However, Gen Z workers in the U.S. are twice as likely as their Mexican counterparts to state that their mental health has significantly affected their work performance.

Self-Care Practices: What Are People Doing?

Amid growing mental health awareness, self-care practices have become a common coping strategy. About half of respondents in both countries report engaging in self-care activities, with exercise being the most popular choice. However, other practices such as meditation, journaling, and using mental health apps are notably more common in the U.S. than in Mexico. This cross-cultural difference may reflect variations in cultural approaches to mental well-being and the availability of digital mental health tools.

Where Do People Seek Mental Health Information?

The search for mental health resources differs between the two countries. Surprisingly, Mexicans are more likely than Americans to seek out mental health information, with about half reporting that they have done so in the past 12 months. Social media is a particularly important source of mental health information for Mexicans, whereas Americans rely more on websites, personal doctors, and family and friends.

The Availability of Mental Health Resources

Access to mental health services remains a challenge in both the U.S. and Mexico, though the availability of resources varies. The most widely available resources in both countries include counseling centers or therapists, online information, and community support groups. However, crisis intervention services and hotlines are less common in Mexico, potentially limiting urgent support options for those in need. Mexicans are also half as likely to seek information from friends and family about mental health than Americans.

Final Thoughts: Bridging the Mental Health Gap

The ThinkNow report highlights critical cross-cultural and structural differences in mental health perceptions and accessibility between the U.S. and Mexico. While both countries recognize the importance of mental well-being, younger generations, in particular, are struggling with their mental health. Of particular interest is the difference in how mental health is experienced by generation and gender in the two countries. Why are American women less likely to say their mental health is good compared to American men or women in Mexico? Regardless, the key challenge moving forward is increasing accessibility to mental health resources, reducing stigma, and encouraging open conversations—especially in regions where discussing mental health remains taboo.

By understanding these cross-cultural differences, policymakers, mental health professionals, and community leaders can work toward creating more inclusive and effective mental health support systems. Whether through expanding digital resources, increasing the affordability of services, or promoting workplace mental health initiatives, there is much each country can learn from the other to ensure that mental health care is accessible to everyone.

Download the report here.

The United States is experiencing a significant demographic shift, with multicultural communities driving the nation's growth. This highlights the importance of data accurately representing this multicultural reality.

In artificial intelligence and machine learning, the quality and representativeness of data are paramount. Synthetic data – artificially generated information that maintains the statistical properties of real-world data – has emerged as a powerful tool for training AI models. However, the effectiveness of these models hinges on the diversity embedded within the synthetic data. 

Without adequate representation of various cultural and ethnic groups, AI systems risk perpetuating existing biases which can lead to skewed outcomes and can reinforce systemic inequalities. 

The importance of multicultural representation in AI

Companies investing in synthetic data are particularly interested in capturing the nuances of diverse consumer behaviors. As multicultural communities drive population growth and influence market trends, understanding their unique preferences and needs becomes essential for businesses aiming to remain competitive. Synthetic data that accurately represents these groups offers a cost-effective way to gain insights compared to traditional data collection methods. 

Representation is a significant issue facing AI today. But, by starting with the hardest-to-reach groups, such as multicultural communities, synthetic data creators can address the most complex challenges first. Addressing these challenges results in a more inclusive dataset and leads to higher-quality AI systems overall. Models that can effectively handle the nuances of diverse populations tend to perform better across all demographics, creating more robust and versatile solutions. 

Diversity drives growth and innovation

Multicultural communities not only represent the fastest-growing demographic groups in the U.S., but they are also leading drivers of economic expansion. For instance, in 2023, the employment rate among Black and Hispanic Americans aged 25-54 reached a record high. These groups also experienced faster wage growth, contributing to higher income levels. Black women are the fastest-growing group of entrepreneurs, while Hispanics represent one of the fastest-growing populations in the U.S.

Businesses that fail to recognize these shifts risk missing out on opportunities to engage with a significant portion of the market. However, these communities are not monoliths. Due to the complexity of these thriving markets, tapping into them from a research perspective, can be daunting. 

Generating synthetic data allows market researchers, marketers and strategists to address this growth opportunity in a scalable way. Instead of being hampered by incomplete or biased real-world datasets, they can rely on synthetic data that mirrors the full spectrum of human diversity. 

By understanding the value of underrepresented groups, companies can create more relevant marketing strategies that deliver greater value to their audiences. 

Embracing multicultural perspectives: A vision for the future of synthetic AI 

The future of synthetic data is inherently multicultural. As the U.S. becomes more diverse, it is important to create AI and data solutions that reflect this reality. Training AI with multicultural insights helps create reliable synthetic data, leading to more inclusive applications and ultimately, better outcomes for businesses, consumers and society.

This blog post was originally published on Quirk's Media.

Imagine market research as navigating a vast ocean. For years, we've used simple maps – surveys and panels – to guide us. But the ocean is changing, new currents are emerging, and those old maps just aren't enough anymore. That's where the new online sampling comes in – it's like having a smart compass that shows you exactly where to go and enabling researchers to collect data from diverse, geographically dispersed audiences quickly and efficiently. Removing barriers like travel constraints and logistical delays offers a more accessible and cost-effective way to reach the right respondents. Think of it as a “smart compass” getting you precisely where you want to go.  

What's different now with online sampling?  

Think of it this way:

• More Than Just Surveys: We're not just asking people questions anymore. We're listening to what they say on social media, looking at what they buy online, and even getting clues from their smart devices. It's like having a network of spies giving us real-time updates.
• Making Sense of the Mess: All this information can be overwhelming. But new tools can sort through the chaos, finding what’s important and ignoring the rest. It's like having a super-smart filter that cleans up the data.
• Predicting the Future: These tools can even predict what might happen next. They can spot trends before they become big news, helping businesses stay ahead of the game. It's like having a crystal ball that shows you what's coming.
• Instant Answers: We don't have to wait weeks for results anymore. We can get answers almost instantly, allowing businesses to react quickly to changes. It's like having a real-time weather report for the market.
• Talking Directly to You: Instead of sending out generic surveys, businesses can now talk to specific groups of people with questions tailored just for them. It's like having a personalized conversation with each customer.
• Mobile is King: Most people use their phones for everything, so research needs to work seamlessly on mobile. It's like having a compass that works perfectly on your phone.
• Being Responsible: As we collect more data, it's crucial to be careful and respectful of people's privacy. It's like having a code of ethics for how we use our smart compass.

What's in it for Businesses?

This new approach to online sampling can help businesses:

• Understand Customers Better: They can get a much clearer picture of who their customers are, what they want, and why they do what they do.
• Make Smarter Decisions: With better information, they can make better choices about what products to create, how to market them, and where to invest their money.
• Move Faster: They can react quickly to changes in the market, staying ahead of the competition.
• Sell More: By understanding their customers better, they can create products and services that people actually want to buy.
• Stay Ahead of the Curve: Businesses that use these new tools will have a big advantage over those that don't.

In short:

The future of online sampling is all about being smarter, faster, and more personal. It's about having a smart compass that helps businesses navigate the ever-changing market and reach their destination successfully. It's not just about collecting data; it's about using that data to make better decisions and build a stronger business.

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.