For years, multicultural marketing was treated as an add on. Something layered onto a broader strategy. But in a country where diversity is now the engine of growth, that approach is no longer enough.

In this episode of The New Mainstream Podcast, Mario Carrasco speaks with Arnetta Whiteside, SVP, Multicultural Consulting, Publicis Media at Publicis Groupe, about how brands must rethink culture, representation, and who truly holds power in the marketing ecosystem.

The conversation closely aligns with ThinkNow’s 'The World in One City' initiative, which positions Los Angeles as the place where cultural, identity, and consumer behavior shifts appear first, before spreading across the United States.

Representation is not visibility. It is influence.

One of the key takeaways from the episode is the distinction many brands still miss. Representation is not just about who appears in ads. It is about who shapes the insights, who defines strategy, and who makes decisions.

Arnetta emphasizes that when communities are visible but not influential, brands lose credibility. That disconnect leads to weaker engagement and declining trust.

This mirrors what ThinkNow sees in Los Angeles, where only a minority of residents feel brands represent them accurately, despite the city’s outsized cultural influence on the rest of the country.

Culture is not a segment. It is the system.

Another central theme is that culture can no longer be treated as a niche. In markets like Los Angeles, identity is layered, fluid, and contextual. People move between communities, languages, and cultural signals daily.

Brands still relying on rigid demographic frameworks are optimizing for a consumer that no longer exists. Those that treat culture as an operating system, not a campaign, are building lasting relevance.

The cost of misunderstanding the new mainstream

The episode also makes one thing clear. Choosing not to adapt is no longer neutral.

When brands fail to understand the communities driving growth, they lose legitimacy. When lived experience is absent from strategy, attention fades. And when cultural complexity is ignored, competitors move faster.

From conversation to action

The episode closes with a clear message. Inclusion is not just a value. It is a business advantage when backed by structure, data, and informed decision making.

Listen to the full episode of The New Mainstream Podcast with Arnetta Whiteside and explore how culture, power, and representation are reshaping marketing in the United States.

In this episode of the podcast, Mario Carrasco sits down with Carlos Guerrero Anderson, a strategic insights leader whose career spans entrepreneurship, healthcare market research, and now patient advocacy within a nonprofit organization.

Carlos’s story is a clear example of how insights expertise can move beyond business outcomes and become a force for meaningful social impact.

From Latin America to the U.S.: A Career Built on Data and Purpose

Originally from Venezuela, Carlos built a successful career in market research before moving to the United States. For years, he helped brands and organizations better understand their audiences and make data-driven strategic decisions.

But his professional path took a pivotal turn when he chose to apply that expertise to something deeply personal and urgent: health equity.

Today, Carlos is part of the Hairy Cell Leukemia Foundation, where he has transformed his background in insights into a mission-driven role focused on amplifying the voices of patients living with a rare disease and ensuring their experiences are seen, understood, and represented.

Research That Listens, Not Just Measures

One of the key themes in the conversation is how traditional research often overlooks small, diverse, or medically vulnerable communities.

Carlos explains why, in the context of rare diseases, collecting data is not enough. True understanding requires listening to emotions, cultural barriers, access challenges, and structural inequities that directly affect patients’ lives.

In this space, insights are more than numbers. They are stories, contexts, and decisions that can influence diagnosis, treatment, and quality of life.

Representation, Empathy, and Action

Throughout the episode, it becomes clear that representation is not an abstract concept. In healthcare, it can determine whether patients feel invisible or truly supported.

Carlos shares how his work helps bridge the gap between institutions, physicians, researchers, and patients by using data with empathy and purpose. It is a powerful lesson for anyone working in research, marketing, or strategy.

Listen to the full podcast episode to discover how insights can change lives, not just strategies.

Innovation doesn’t happen in isolation. It starts with people who build intentional systems to understand human behavior. Data and technology may power today’s marketplace, but empathy is the true differentiator that sets brands apart. Knowing what consumers buy and why, how they use it, what challenges they face, and what makes their experience better lays the foundation for strong product development and messaging that resonates.

Like engineers observing how contractors interact with building materials, product marketers must immerse themselves in the customer experience. Real insight doesn’t come from dashboards alone. It comes from listening without assumptions, observing real behavior, and engaging not just to gather feedback but to build empathy deep enough to understand what customers may never say outright.

Equally important is recognizing the cultural and demographic shifts shaping modern consumers. Hispanic representation is on the rise, more women are driving key decisions, and diverse communities are redefining what influence looks like. For product marketers, this is a call to move past stereotypes and build authentic connections with the people who use, recommend, and ultimately champion your products.

In this episode of The New Mainstream podcast, Agustin Hernandez, R&D Leader at Owens Corning, explores how empathy and cultural intelligence drive innovation and shape products that more effectively reflect consumer needs and solve real-world problems.

As brands navigate a fast-changing consumer landscape, one truth has become impossible to ignore: Gen Z is rewriting every rule of multicultural marketing. For years, language served as the primary indicator of culture, especially in Hispanic marketing, but new data from Culture Decoded, a study by ThinkNow and LatiNation, shows that those assumptions no longer hold.

Spanish as identity marker is declining. Culture is rising. And Gen Z expects brands to understand the difference.

In an era where identity is fluid, multi-layered, and shaped by digital environments, brands must rethink how they connect with young multicultural audiences or risk losing relevance.

Identity Is Growing, and Culture Is Leading the Way

According to the study, identification with Latino culture is increasing, even as Spanish usage declines in U.S. households. Gen Z is redefining identity:

• They stack identities
• They choose elements of their heritage selectively
• And they express culture in the moment, not in the same ways previous generations did

This shift reflects a broader trend: Culture is no longer tied to language. It's tied to lived experience, digital ecosystems, and global connectedness.

That's why Gen Z today can engage deeply with Bad Bunny, K-pop, Afro-Latino creators, and English-language soccer broadcasts with equal passion. Being multicultural isn't "Latino vs. non-Latino." It's cultural fluidity.

Authenticity Is the New Brand Differentiator

Gen Z has an extremely sharp radar for detecting inauthenticity. They instantly recognize when something feels forced or superficial.

The data shows:

• 87% detect inauthentic ads instantly
• 67% want authentic representation
• 59% reward brands that acknowledge heritage

Brands that treat culture as a box to check, especially during heritage months, lose credibility. Gen Z wants something deeper: creators with real lived experiences, content informed by cultural insights, and storytelling that feels relevant to right now.

As Oscar Padilla of LatiNation says: "Culture first. Language is secondary."

Creators and Cultural Strategists Are Essential, Not Optional

One of the clearest takeaways from the podcast: brands cannot do this alone. Authenticity requires collaboration.

LatiNation's success with shows like Desmadre demonstrates why:

• English-language content
• Spanglish moments
• Latino cultural cues
• Distribution across radio, social, streaming, and linear TV

The formula works because creators bring context, nuance, and credibility that brands cannot generate internally.

For marketers, this means shifting from "content production" to co-creation.

Gen Z Lives in a 360° Media Environment – Brands Must Keep Up

Reaching this generation isn't about choosing between TV, social media, digital audio, or streaming. Gen Z uses all of it, often at the same time.

They may watch an English-language soccer match, comment on it on TikTok, follow the creators on Instagram, and then listen to the podcast afterward.

This makes cross-platform cultural consistency essential. The question isn't "Where do we reach Gen Z?" but rather "How do we show up authentically wherever they are?"

In this episode of The New Mainstream Podcast, Mario Carrasco, Co-Founder of ThinkNow, spoke with Oscar Padilla, Head of Digital Innovation & Growth at LatiNation, about these topics and more.

We invite you to listen to the full episode to dive deeper into identity, authenticity, cultural evolution, and how brands can genuinely connect with Hispanic Gen Z.

Foresight is more than predicting what’s next. It’s identifying early signals and linking them to the human behaviors driving change. By studying how people adapt, create, and respond to their environments, organizations can design strategies and solutions that fulfill future needs while staying grounded in reality.

This approach relies on both traditional and unconventional methods, such as interviews with experts and visionaries, observations from industry events, and secondary research, paired with digital ethnography that surfaces new conversations and cultural shifts. The goal isn’t just to identify trends, but also to understand the motivations behind them and what they reveal about evolving needs.

A key learning from this work is that foresight succeeds when organizations are willing to challenge their assumptions. When data and cultural context point in a new direction, the ability to pivot toward what people are already doing or valuing can uncover growth opportunities. Being flexible and responsive ensures that innovation remains human-centered rather than hypothesis-driven.

Equally important is a multifaceted research approach. Diverse qualitative insights capture nuance, while quantitative data scales understanding. Returning to qualitative validation closes the loop, ensuring that what emerges reflects both the “what” and the “why.” This cycle helps teams distinguish between patterns that are local and those that can be applied globally. Artificial intelligence now plays a growing role in this process, accelerating the discovery of patterns across vast data sources.

On this episode of The New Mainstream podcast, Jay Hasbrouck, Senior Staff Researcher at Google and author of Ethnographic Thinking: From Method to Mindset, explores how foresight, research, and AI can transform the way organizations approach innovation.

Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth.

Brands that succeed in multicultural marketing start by recognizing that inclusion is a business imperative, not optional. Data shows that in many regions, net population growth and the dollars that come with it are driven by Hispanic, Black, and Asian consumers. Failing to engage these audiences is a missed opportunity, putting brands at a competitive disadvantage.

For brands that are investing in multicultural marketing, authenticity is foundational. Campaigns that perform best are rooted in local insight and cultural nuance, often brought to life through relatable storytelling and community-driven engagement. For example, influencer partnerships that reflect real family dynamics, humor, and everyday experiences resonate far more deeply than ads simply translated from English. When creative control is shared with culturally fluent voices, brands earn credibility and build relationships.

Technology powers these relationships, offering new ways to reach, engage, and measure audiences. Artificial intelligence, for instance, can help brands understand consumers, but without culturally diverse data, it misses the nuances that define communities. Human insight is critical to ensuring inclusion and minimizing bias.

On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising and President of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurable business impact for brands.

Meet Our Guest:

As a 300%er, Liz’s Mexican, Puerto Rican, and American roots run deep. Growing up proud of her vibrant heritage gave Liz the courage to dream big and find new ways to reach and speak to the Latino consumer. A career spanning over 20+ years of media and strategy experience, including Univision Communications, Telemundo, NBC Universal, iHeart Media and NPR. Liz infuses boldness, drive, and a love for her culture into her work, inspiring others to embrace the beauty, relevance, and opportunity of these key audiences. A thought leader in the industry, Liz continues to weave tales of tradition and forward-thinking into the ever-changing tapestry of Multicultural marketing in the U.S.

Storytelling has long been recognized as a powerful way to bridge differences and build empathy across communities. To advance health equity, stories that transform complex medical terms and statistics into human experiences can break down barriers and even save lives. When people hear from survivors or caregivers who share their culture, language, or background, it fosters trust, a crucial step in opening access and promoting advocacy within historically marginalized communities.

Health equity means people have access to resources specific to their needs, not simply offering the same solution to all. Equality may give everyone a bike, but equity ensures each bike is suited to its rider. In breast cancer care, this distinction is life-saving. Black women in the U.S. are 40% more likely to die from breast cancer than White women, despite similar screening rates. Latina women are often diagnosed later, when treatment options are fewer. These disparities stem not from personal choice but systemic barriers such as language gaps, misdiagnoses, and limited access to culturally competent care.

Addressing these inequities requires intentional, culturally relevant programs that provide wraparound support. Initiatives like patient navigation services, bilingual resources, and financial aid assistance help dismantle barriers and guide patients through overwhelming diagnoses, ensuring they are not left behind. Partnerships with faith communities, advocacy groups, healthcare providers, and media allies are also important in expanding the reach of resources while demonstrating a commitment that extends beyond awareness months.

The future of storytelling in multicultural marketing within healthcare requires authenticity and accountability. Communities expect organizations to listen, act, and show up consistently in ways that align with their values.

In this episode of The New Mainstream podcast, Nikki Hopewell, Director of Multicultural Marketing at Susan G. Komen, shares how storytelling, equity, and authentic partnerships intersect to advance breast cancer awareness and care.