While diversity and inclusion have recently come under fire in several industries, the expectation consumers set in 2020 for brands to be more inclusive stands. A ThinkNow study revealed that over 45% of consumers are willing to go out of their way to shop at a store they've never frequented if the brand has made a public commitment to D&I. Forty-seven percent of consumers are willing to spend more in a store.  This demonstrates a significant shift in consumer priorities, with many placing a high value on brands that align with their beliefs.

While different, D&I and multicultural marketing often converge in practice, creating a powerful synergy for reaching and engaging diverse audiences. The growing multicultural majority in the U.S. has shifted consumer behavior, with individuals increasingly seeking brands that reflect their own diverse identities and values. As a result, multicultural marketing has become an essential tool for brands. A fundamental understanding of D&I and how it integrates into multicultural marketing, from representation to authenticity and cultural competency, helps brands realize the full potential of this synergy.

However, the challenge with multicultural marketing often lies in the limitations imposed on it. Often, multicultural marketing is viewed as separate from mainstream marketing strategies, leading to limited budgets and resources that can negatively impact campaign performance and jeopardize relationship-building efforts with diverse audiences.

In this episode of The New Mainstream podcast, Javier Farfan, Culture Marketing Strategist at the National Football League (NFL), delves into various multicultural campaigns the NFL has launched to effectively reach and engage multicultural audiences and how the league overcomes multicultural marketing pitfalls.

Soaring interest rates on borrowing and sharp increases in food prices have become harsh realities for many Americans. While there is speculation about inflation easing, the stark reality is that millions of Americans grapple with food insecurity.

Many argue that the food system in the U.S. is fundamentally flawed. Despite boasting the world's largest gross domestic product (GDP), the nation remains plagued by rising rates of homelessness and hunger. Countless children go to school hungry every day, relying on free or reduced-price lunches, often their only nutritious meal of the day, before returning to homes lacking access to fresh, healthy food.

Two common approaches to combating social issues like food insecurity involve programs and policies. One such program is the Supplemental Nutrition Assistance Program (SNAP), formerly known as Food Stamps, while the policy in question is the Farm Bill.

SNAP serves as the first line of defense against hunger. However, the stigma associated with the program and misconceptions surrounding its benefits and accessibility have made it a target for some lawmakers and their constituents.

Systemic barriers restrict access to the program for those who need it most. For instance, while seemingly fair on the surface, the requirement to work a minimum of 20 hours per week fails to account for the realities of life experiences stemming from poverty, such as lower education levels and criminal history, factors that can significantly impact employability.

SNAP's modest benefits, amounting to essentially $2 per person per meal, are inadequate to cover the rising cost of food today. Nevertheless, it helps keep food on the table for families and supports small businesses like local farmers who grow and sell food to local markets, creating jobs in the community.

Critics of the program point to a perceived lack of personal responsibility among those in need as reasons to dismantle it. However, hunger is not a consequence of personal failings but a symptom of systemic injustice. Programs like SNAP should be more inclusive of the people they serve and not be subject to policy changes designed to cut government spending without addressing the underlying needs that necessitate these programs. Such changes are often based on harmful stereotypes.

Everyone feels the impact of an unhealthy food system. By actively informing Congress about the real-life struggles of those affected, we can collectively advocate for meaningful solutions.

In this episode of The New Mainstream podcast, Christina Wong, former Director of Public Policy & Advocacy at Northwest Harvest, shares insight into the Farm Bill’s SNAP provisions and the push for food equity.

Please Note: Christina Wong now serves as Vice President of Programs at Washington Conservation Action.

Consumers are demanding more from brands when it comes to diversity, equity and inclusion. They are tired of the social polarization surrounding DEI and how these concepts are exploited to foster division and isolation. They support brands committed to creating a culture of respect and understanding where everyone feels valued, seen and heard in the workplace and the marketplace.

But too often, DEI initiatives in organizations go no further than high-level training and one-off workshops. DEI is more than bias training, however. It's about embedding DEI into all aspects of the organization, from hiring and promotion to product development and marketing.

Brands demonstrating their commitment to DEI will resonate with consumers, especially multicultural segments and younger generations. These consumers are increasingly looking to support brands that align with their values, and DEI has become one of their core values. Studies show that African American and Hispanic respondents, for example, are the most likely to support a company that makes a public commitment to diversity and inclusion initiatives. They do this by sharing support on social media, spending more money at stores, and going out of their way to shop in specific stores.

Removing limiting factors like bias and stereotype threat from organizational culture liberates employees to perform at their best, resulting in increased productivity, improved work outputs, and higher revenues.

In this episode of The New Mainstream podcast, Maria Morukian, CEO of MSM Global Consulting, discusses how to build high-performing, inclusive workplaces that better serve employees and consumers.

Meet Our Guest:  Maria Morukian

For more than 18 years, Maria has devoted herself to consulting, training and coaching leaders and organizations to facilitate culture change, with a specialization in diversity, equity, inclusion, intercultural competence, and innovation.

Maria’s passion lies in building bridges across identity differences, facilitating dialogue and coaching individuals to reflect on their individual cultural lenses that impact their beliefs and behaviors. She is sought after for her ability to connect on an individual level, as well as guide systemic change initiatives with measurable results.

Maria has partnered with a broad range of clients, including American University, the Association for Animal Welfare Advancement, National Institutes of Health, PBS Distribution, U.S. Department of State, and the World Bank. She has worked with leaders around the world, including Colombia, India, Kazakhstan, Kenya, Lebanon, Mexico, Thailand, and Tunisia.

Americans are feeling the pinch in their wallets, with fears of a government shutdown looming and prices for everyday goods and services rising. Consumers have been on an economic roller coaster for a few years due to COVID-19, which left millions jobless, and George Floyd's murder, which sparked national protests for social justice. These events have caused a ripple effect throughout the economy, leaving many people struggling to make ends meet.

During the COVID-19 pandemic, many consumers went from overspending to spending far less as household incomes fluctuated. Those who could afford to spend increased their e-commerce purchases and invested in new financial instruments like cryptocurrencies. However, with the continuing economic uncertainty, consumers are generally being more cautious with their spending.

Generationally, Gen Z consumers aged 16 to 25 have proven resourceful when it comes to personal finance, particularly “Zennials” (also known as “Zillennials”), older Gen Z and younger Millennial consumers on the fringes of their cohorts. But unlike Millennials, who as a generation are struggling to catch up to where they should be from a savings perspective due to factors like student loan debt and pandemic losses, have struggled to plan. But their younger siblings, Gen Z, have watched and learned, leaning into advice from family and friends on what to invest in and leveraging fintech tools to manage their money.

Fintech is addressing the gaps in financial planning by meeting consumers where they are – online. Thus, the rise of fintech apps enabling consumers to forgo traditional banking models and embrace digital tools to handle money matters. This has become particularly important to underserved consumers who experience banking differently.

Younger generations are open to using AI-based tools for money management, but they still value human input from parents and financial advisors.

In this episode of The New Mainstream podcast, Lilah Raynor, CEO of Logica Research, explores the money management habits of Gen Z and Millennials and sheds light on AI's impact on financial services.

Over 60% of the population has curly hair, but not everyone loves their curly locks. Cultural norms in the U.S. tend to equate attractiveness and professionalism with straightened hair, while natural coils are often stigmatized as too ethnic and unprofessional. There is a hierarchy of hair texture, with straight hair sitting at the apex. Consequently, this creates pressure for one to conform to land their dream job and live an ideal lifestyle. But the tide is turning, particularly among Black women tired of subjecting themselves to harsh chemical relaxers that have long been associated with increased risks for diseases, prompting a rise in products catering to their natural hair needs.

In general, however, consumers are becoming more aware of the chemicals used in common beauty products and asking more questions. They are reading ingredient lists and scouring product reviews to educate themselves, and many are pivoting to clean and inclusive brands due to what they learn.

Legislatively, the CROWN Act (Create a Respectful and Open World for Natural Hair), now legal in 24 states, prohibits employers, labor unions, and employment agencies from discriminating against any employee “on the basis of hair texture or protective hairstyle associated with race.”

People feel more empowered now than ever to embrace their authentic selves, including their natural, curly hair in all its glory. As demand soars, more CPG brands should take note, research, and engage with this emerging market.

In this episode of The New Mainstream podcast, Stephanie LaFlora, Co-Founder and CEO of Crownhunt shares insight into the natural hair market and how brands targeting black and brown consumers need to show up.

Mainstream media often focuses on the economic and racial disparities that plague Black communities, and brands misunderstand and misrepresent Black Americans in advertising. Despite this, Black Americans are a resilient consumer group with $1.6 trillion in purchasing power and undeniable influence on American culture.

But reducing Black Americans to their economic potential is a disservice to their value as people. Because they speak English and have acculturated in many ways to various circumstances, often to access better opportunities or for safety, there is a tendency to roll them into the mainstream instead of seeing them as a unique demographic with their own set of values, experiences and behaviors. And even within the Black population, it’s important to note that Black consumers in the U.S. are not a monolith. Like Hispanics and Asians, Black Americans are diverse — from skin tones to language, culture rules to mores. One in 10 Black consumers living in the U.S. is foreign-born, bringing with them the cultural nuances of their countries of origin.

The diversity of Black American sub-cultures makes it essential for marketers to close the gap of misunderstanding about the Black consumer collective through market research and insights.

In this episode of The New Mainstream podcast, Pepper Miller, president and senior analyst at Hunter-Miller Group, returns to the podcast to discuss the importance of market research in understanding underrepresented consumer segments and her new book, “Let Me Explain Black, Again.”

The workforce is evolving, and with it, expectations of companies to be more inclusive in their hiring and retention practices. Younger generations, particularly Gen Z, are entering the workforce with a strong sense of self-confidence and a clear idea of what they want in a work experience. They are willing to pass on a job, even if it pays well, if it does not align with their values or create a supportive work environment.

So how do companies compete for talent? Post-pandemic, many attempted to attract younger demographics by dismantling their cubicles and building open workspaces with pool tables. Then the pandemic shifted how we work. Offices were shuttered, and employees worked from home, creating the “work from anywhere” culture many companies now find contentious. Gen Z, on the other hand, has fully embraced it and seeks to align with companies that value work/life balance and offer opportunities for growth and development.

But job candidates don’t just want employers to dismantle their cubicles. They expect companies to aid in the dismantling of systemic racism and other pressing issues plaguing society, like climate change. Developing an employer brand that appeals to Gen Z requires a visible and vocal commitment in these areas. With seasoned workers aging out of the workforce, taking their institutional knowledge with them, the balance of power has shifted to young job candidates, making those commitments essential.

Gen Z is the first multicultural majority generation in U.S. history. They are tomorrow’s leaders, and the onus is on employers today to create an early career talent pipeline to replace outgoing talent.

That won’t be easy, especially for companies unwilling to evolve with culture. In the past, the employer sat in the seat of power, and now it’s the candidate, and they aren’t asking about pool tables. They want to hear about the companies’ DEI goals and progress, employee resource groups (ERGs) and the annual DEI report. Failing to make this information accessible could jeopardize the employer brand.

In this episode of The New Mainstream podcast, Henal Majethia, Diversity Recruiting Manager, University Relations at Eastman, discusses the importance of diversity, equity, and inclusion in building healthy early career talent pipelines and strengthening the employer brand.

Meet Menal Majethia

Menal (“hen-null”) Majethia began her career after graduating from the University of Tennessee at Amazon Fulfillment, supporting Operations, Supply Chain, and Distribution, and later launching the Operations University Recruiting initiatives for the East Coast. In this role, Henal supported US and CA hiring goals and was able to spearhead the HBCU (Historically Black Colleges and Universities) and HSI (Hispanic-Serving Institutions) recruiting presence. She was exposed to DEI during this tenure. Upon completing graduate school at Northeastern University, Henal joined Eastman, where she continues leveraging her skills in early career talent and DEI in her current role.