One in four adults in the United States lives with a disability. Yet, many aspects of society do not accommodate disabilities, and market research is no exception. When it comes to online surveys, people with disabilities are often left out of the conversation. The surveys do not adapt to their needs, so they are inaccessible.
Survey completion is one of the most important metrics for researchers. In the end, however, the primary objective should be to gather quality representative data. By failing to adapt a survey for blind or deaf people, for example, you imply that their opinions do not matter. Although that wasn't the researchers' intent, that's how it presents, and perception is reality.
In this episode of The New Mainstream podcast, Timothy Cornelius, founder of P3 Technology, discusses the importance of accessibility in online research and ways researchers can promote disability inclusion in online panels.
According to a 2020 study by the American Medical Association, fewer clinicians are starting their own practices and instead seeking jobs at hospitals or larger medical groups. The economic fallout of the pandemic hit private practices hard, and many are still struggling to get patients back into the office. Some clinicians are willing to forgo autonomy in favor of the paycheck security and benefits hospitals provide, particularly Black and Latino individuals, who may graduate with more debt and less support than their White counterparts.
Fintech innovations enable minority clinicians to reimagine private practice and use it as a means to return to their communities to start, scale, and sustain these small businesses and improve health outcomes in their communities.
Ease is an all-in-one financial practice operations platform that helps clinicians build new practices online in minutes, offering the first and only corporate card for private practices and other automated financial systems.
In this episode of The New Mainstream podcast, Mario Amaro, Founder and CEO of Ease, discusses how fintech can help clinicians accelerate the growth of their private practices and provide equitable healthcare.
Consumption has changed since the pandemic, as consumers consider their lifestyles more deeply. Companies and brands are following suit, studying how their actions, systems, and beliefs impact the consumer dynamic and striving to be more inclusive in their marketing and advertising. However, not all consumers feel seen.
Latinx consumers in the U.S. are not a homogenous group. Marketers are accustomed to segmenting these groups by factors like country of origin but often overlook the biculturalism that exists among niche groups, like Latinx consumers of Asian descent who immigrated from Latin America to the States in the past few decades.
In this episode of The New Mainstream podcast, Silvia Li Sam, founder of Slam Media Lab (Slam), talks about her experience as a Peruvian Chinese American and how marketers must leverage research to understand the complexities of the Latinx consumer market.
About Silvia Li Sam:
Silvia Li Sam is a Peruvian Chinese American founder, published writer, and expert on content marketing, web design, and SEO.
Li Sam was one of the youngest CEOs to start a multi-million dollar agency during the Great Resignation of 2021. Her award-winning agency, Slam Media Lab (Slam), focuses on SEO, Webflow, content marketing, and brand strategy for founder-led and mission-driven companies.
Before starting Slam, Li Sam was the first hire for digital & SEO at the XQ, the nation’s leading organization rethinking America’s high schools started by Laurene Powell Jobs. She scaled XQ’s marketing efforts from 0 to over 650,000 members in 3 years, and skyrocketed their SEO from 0 to 2MM searches. Li Sam has led multi-million dollar advertising and branding campaigns, managed and executed partnerships with all social media platforms, and led two successful TV shows (Graduate Together & XQ Super School Live) on the four major networks. The shows have reached over 2B people.
Li Sam is known for starting one of the largest startup publications in the world in three months, growing it from 0 to 250,000 readers with no budget.
Her work has been nominated for Webby and Peabody awards. Li Sam’s marketing strategies have been featured on Forbes, The Huffington Post, NBC, and more.
She is a Board Member at Wild Awake, a nonprofit that provides immersive outdoor learning experiences for youth and adults that bring us closer to the earth. She also serves as a tech and marketing advisor to two tech-focused nonprofits: Peer Health Exchange and LTX Connect.
Li Sam holds a B.S. in Business & Marketing with a minor in design from the University of Southern California.
She lives in the East Bay with her partner and her labradoodle and frequently bounces between San Francisco, Lima, Honolulu, Los Angeles, and New York.
The patient journey starts with vulnerability. There is a need yet all too often within minority communities, that need isn’t met with adequate resources. Latinos, in particular, face several obstacles to accessing health care, from difficulties finding information in their native language to a shortage of Latino or bilingual doctors. Additionally, lack of transportation and reluctance to take time off work, alongside the fear of deportation for undocumented Latinos, further exacerbate the problem. As a consequence, some Latinos forgo care, and that decision could prove fatal.
To address these barriers and improve health outcomes for Latinos, it’s essential to understand their patient journey and identify the friction points, one being the lack of community navigators. Community navigators, more commonly known as community health workers, are the bridge between the healthcare system and patient care. Community health workers are essential to underserved communities as they attempt to simplify and demystify the complex systems that have historically ignored the needs of minority communities.
In Latino communities, these navigators are known as promotores de salud (promotoras). Promotoras play a critical role in educating Latinos and directing them to resources, like primary care physicians, which is in stark contrast to them relying on informal information sources like social media or family. These individuals, seen as trusted messengers, are often Latino and understand the plight of Latino families and make recommendations that align with the Latino lifestyle in efforts to close the health equity gap.
Zócalo Health has its finger on the pulse of Latino health care and champions the use of promotoras. Through its innovative virtual-first family medicine service for Latinos, it’s committed to helping remove barriers to healthcare by offering convenient, transparent, and culturally-aligned care to members.
In this episode of The New Mainstream podcast, Mariza Hardin, Co-Founder, Head of Strategy and Operations, and Erik Cardenas, Co-Founder, CEO of Zócalo Health, share the importance of promotoras (community health workers) in improving health care outcomes for Latino communities.
In 1978, former President Jimmy Carter legalized home brewing beer giving rise to what we now know as craft beer. There are currently over 9,000 craft breweries in the U.S. challenging legacy beer brands for market share and consumer mindshare. As beer has evolved, brand offerings have expanded to include non-alcoholic beers and non-beer products like hard seltzers. Beer drinkers have evolved as well. Alcohol consumption has soared, particularly among women ages 21-25 for the first time in history.
Yet, outside of oversexualized ads, the beer industry has largely ignored women in advertising and the c-suite despite the growing number of female founders of craft breweries like Golden Road Brewing and Jack A Lope Brewing Company. Bad behavior and gender disparities are not uncommon in the beer industry. Last year, a brave female founder took to social media to call out sexist and abusive behavior toward women in the industry, leading to resignations, firings, and a new perspective on women's contributions.
Sports fans have been predicting the demise of boxing for years, but lovers of the sport say that trope is played out. Boxing may be controversial, but its fans love the heated rivalries and public feuds that make the headlines, and they're willing to pay for ringside seats.
Latinos are one of the consumer groups driving this craze that often goes unnoticed. While boxing may be declining in popularity among other demographics, it's thriving with Hispanics thanks to the likes of former boxer turned promoter Oscar De La Hoya and the new generation of boxing's elite, like Javier Fortuna, Ryan Garcia, and Canelo Alvarez. Boxing is the ticket to a better life for some Latinos, and for others, it is a cherished tradition passed down from generation to generation, as families gather to watch the fights and cheer for their heroes.
The fandom is paying off for some networks. Of the 25 largest pay-per-view events, 14 featured Hispanic fighters. Spanish-language networks Telemundo and Univision broadcast boxing regularly, while English-dominant networks can't seem to commit. Boxing has proven to be a viable and accessible medium for brands interested in reaching Hispanic audiences.
Attracting young, diverse talent to the market research industry is essential to its longevity. But this task has proven difficult to date, and it may be a matter of timing. Engaging younger generations in college could lead to greater interest in careers in insights. But that requires intentionality on the part of research companies.
Engagement is just half of the story, however. America’s youth are increasingly diverse. Gen Z is the first majority-minority generation. As they come of age and enter the workforce, they look to work for organizations that prioritize diversity and inclusion. Recent findings show that 68% of Gen Z define diversity and inclusion as racial equality, followed closely by gender equality at 67%, with differently-abled equality rounding out the top three, at 48%. Among Millennials, 69% define diversity and inclusion as racial equality, but fewer define it as gender equality (58%). Differently-abled equality and LGBTQIA equality are tied for third.
Why is this important? If the market research industry hopes to attract younger generations, it must adopt a commitment to diversity and inclusion. Young multicultural adults must see themselves reflected in leadership, so they have something to aspire to. Ultimately, the industry's culture must support diversity and inclusion in principle and practice by creating equitable and inclusive workspaces were people from all backgrounds have a sense of belonging.
In this episode of The New Mainstream podcast, Misty Wilson, Director of Marketing at Greenbook, shares perspectives from her journey as a woman of color in market research and what the industry needs to do to attract diverse talent.