People make assumptions. While that may seem like a common character flaw, it can have serious implications on brand perception. When marketers rely on outdated stereotypes and beliefs about the American public, they are ignoring the complex reality in which consumers live. Today’s consumer is far more nuanced than the binary labels imposed upon them, e.g., Democrat vs. Republican. Clinging to binary frameworks in a rapidly shifting cultural and political landscape leaves brands vulnerable to costly missteps.

To avoid pitfalls, brands must do the work upfront. Trust in traditional institutions may be eroding, but people still want something to believe in. This creates opportunities for marketers to partner with market researchers to do a deep dive into the cultural drivers that activate and define the audiences being engaged.

But navigating today’s sensitivities requires more than curiosity. It demands intentionality. Brands must know who they are, know who they’re speaking to, and test their messaging, values, and assumptions across lines of identity. Many Americans share core values like freedom and fairness, but how those values are interpreted depends on who you ask. That’s why words matter.

There’s often a gap between what brands think their words mean, what they intend them to mean, and what people actually hear. Closing that gap is critical. But brands that attempt to please everyone risk saying nothing at all. Instead, marketers are encouraged to double down on their core identity and speak directly to their audience, even if it means not appealing to everyone.

In this episode of The New Mainstream podcast, Julia Glidden, Group President, U.S. Public Affairs and Ruth Moss, SVP, Senior Client Officer at Ipsos North America unpack the findings from the newly released “Know the New America” report that explores how political, cultural, and economic shifts are transforming the consumer and business landscape.

For many entrepreneurs, success isn’t just about top-line growth. It’s seizing opportunities to break barriers and shape their identities as cultural and economic drivers. That’s especially true within the Latino community, where small businesses continue to power economic growth in both the U.S. and Mexico. But thriving in today’s marketplace requires more than determination and grit. On a practical level, it takes access to digital tools.

One of the biggest barriers for Latino entrepreneurs remains the digital gap. During the pandemic, many small business owners, particularly in underrepresented communities, found themselves forced to adapt overnight. They made a digital leap in three months, setting up e-commerce and learning video conferencing, that others took years to accomplish. Their determination highlights a crucial truth for marketers: to reach multicultural audiences, you must meet them where they are, not where you assume they should be.

Adaptation means more than bridging the digital divide, however. Global companies have traditionally viewed Mexico as just a source of inexpensive labor or materials. But today, it’s a hub for innovation, driving change not just in Mexico but worldwide. For brands, this means rethinking how they engage with the Mexican and broader Latin American markets, seeing them not just as suppliers but as partners and sources of influence.

In this new episode of The New Mainstream podcast, Israel Serna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration is reframing what it means to do business in a global, multicultural economy.

Meet Our Guest: Israel Serna 

Digital Marketing Strategist | Small Business Advocate | Bilingual Trainer & Speaker 

Israel Serna is a bilingual marketing strategist, brand consultant, and speaker with over 15 years of experience spanning tech, small business development, SaaS, and the design and interiors space. His expertise includes partner marketing, digital strategy, brand positioning, and content development—helping businesses and creators connect authentically with diverse audiences. 

Known for blending creative vision with data-driven insights, Israel approaches every project with cultural fluency, empathy, and a belief in purposeful growth. In addition to his marketing work, he curates antique collections and supports design-focused ventures bridging the past and present. 

Inclusive marketing isn't just about doing the right thing—it’s about doing what works. When companies fail to speak the cultural language of their audiences, they risk more than lost market share. Brands lose trust, relevance, and relationships. But when inclusion is rooted in strategy rather than performative gestures, it becomes a powerful business driver for long-term growth.

Even in industries not typically associated with emotional connection, like utilities or manufacturing, marketers can find more meaningful ways to engage. That starts with listening to real people, using data to understand their needs, and communicating in ways that reflect their everyday lives. The goal isn’t to craft the perfect message for everyone as much as it is to show each group that they matter.

The same applies inside the workplace. Inclusion has to go beyond written policies and procedures and glossy posters on the wall. It must be part of everyday actions being taken and decisions made, showing up in how people are treated, included, and supported. That means being mindful of the different life experiences employees bring, whether they have children or not, are married or single, or navigate life in a myriad of other ways, and ensuring every team member feels valued. When inclusion is lived, not just stated, it creates a culture where people feel safe to contribute, grow, and thrive.

In this episode of The New Mainstream Podcast, Crystal Marie McDaniels, Senior Manager of Product Marketing & Acquisition (B2B) at Duke Energy, shares how leading with inclusion in the marketplace and the workplace builds stronger brands and better teams.

Trust is at the heart of effective communication today, particularly when it comes to science and healthcare. In a time when mistrust of institutions is growing, communicators must prioritize building authentic connections rather than relying solely on facts and figures. It’s not just about relaying information. Brands must understand audience concerns and engage in storytelling that resonates with people’s core values.

Employees are brands most powerful storytellers. Their real-life experiences help humanize organizations and build credibility both internally and externally. Tapping into employee stories not only enhances brand trust but also strengthens employer branding efforts, particularly as competition for talent intensifies.

In addition to positioning employees as brand ambassadors, research plays a crucial role in brand building. Balancing qualitative and quantitative methods enables organizations to gain a deeper understanding of stakeholders and craft messaging that is both authentic and effective. Whether preparing for a rebrand or launching a major campaign, starting with research ensures the strategy is informed and adaptable.

Inclusivity remains critical. Organizations that reflect the diversity of their customers and workforce cultivate stronger connections and build loyalty across both external and employer brands. Authentic, inclusive storytelling elevates underrepresented voices and drives measurable business results, helping brands navigate complex expectations from various stakeholder groups.

In this episode of The New Mainstream podcast, Kate Smiley, Head of Global Employer Brand at GE HealthCare, emphasizes that in an era of skepticism, trust is essential. By combining storytelling, research, inclusivity, and emerging technologies like AI, brands can build authentic relationships and achieve real business results.

Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.

Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises serious ethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.

The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticity and resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personal and real.

Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumer shapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.

In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.

Despite America’s growing diversity, multicultural marketing continues to face persistent underinvestment and inconsistency. While Black and Latino consumers make up approximately 30% of the U.S. population, early multicultural campaigns received less than 5% of national advertising budgets, a gap that has improved slightly but remains a major challenge today. Even now, multicultural efforts are often the first budgets cut when financial pressures arise, undermining brand loyalty and growth opportunities.

There has been a shift from language-driven strategies to culture-driven ones. In the past, Spanish-language media buys were often seen as enough. Today, success demands deeper cultural insight, recognizing that diverse consumers live multigenerational, multiracial, and bilingual realities. Authentic connection, not just language, is now the key to meaningful engagement.

Brands like Honda offer a blueprint through initiatives like Honda Stage, which uses music as a universal passion point to unite diverse audiences organically without forcing segmentation. Meanwhile, missteps like Target’s recent DEI pullback show how quickly consumer trust can erode when companies abandon their multicultural commitments.

Another critical takeaway is the growing importance of first-party data and minority-owned media partnerships. As privacy regulations limit traditional targeting methods, collaborating with platforms that genuinely understand their audiences becomes even more valuable.

Ultimately, brands must shift away from chasing fleeting viral moments and instead focus on building real, lasting community relationships.

In this episode of The New Mainstream podcast, Randy Gudiel, SVP, Media Director at Orci, shares valuable insights on why consistency, cultural authenticity, and sustained investment are now essential for brands that want to thrive in an increasingly diverse marketplace.

Meet Our Guest:

Randy Gudiel is a media strategist with over 15 years of experience in media planning, buying, and integrated marketing. He began his career in General Market advertising, supporting automotive and hospitality brands. Early in his career, he transitioned into multicultural marketing—where he led media strategy for clients in financial services, tech, government, CPG, and gaming, helping them better connect with Hispanic, Asian, and African American audiences.

Today, as SVP, Media Director at Orci, Randy leads cross-channel, performance-focused media strategies rooted in cultural relevance, consumer insight, and a Hispanic-first perspective. His work reflects the understanding that effective multicultural marketing starts with intention, not adaptation. His current portfolio spans categories including entertainment, automotive, and grocery, with a focus on building media plans that center Hispanic audiences while thoughtfully engaging the broader multicultural landscape.

Over the course of his career, Randy has also supported clients in healthcare, nonprofit, QSR, and entertainment—bringing a thoughtful, data-informed approach to every challenge.

A first-generation Guatemalan-American, Randy brings a valuable blend of lived experience and strategic expertise to the work, ensuring that every plan is inclusive, intentional, and built for impact.

Despite the U.S. being home to the second-largest Spanish-speaking population in the world, investment in multicultural marketing, particularly Hispanic marketing, remains disproportionately low, representing just 6–7% of total ad spend. This is a missed opportunity and a risk for brands looking to stay relevant in an increasingly diverse marketplace. Ignoring this reality isn’t just shortsighted, it’s bad business.

To stay competitive, brands must reflect the communities they serve. Today’s consumers, especially Millennials and Gen Z, more than half of whom are multicultural, demand more than generic messaging. They value authenticity, cultural relevance, and purpose. These digital natives engage with brands across social media, streaming, and other digital platforms. For them, it's not just about what brands sell but the stories they tell on these platforms.

Telling those stores, however, has become increasingly difficult. Some brands may revert to “total market” approaches for short-term gains amid political tension and economic uncertainty. But playing it safe often results in diluted messaging that fails to connect meaningfully with any audience. Multicultural marketing isn’t going away. It is central to business strategy and, perhaps more importantly, business longevity. And here’s why.

Demographic shifts aren’t coming; they’re already here. The U.S. is on the fast track to becoming a multicultural majority. Even as some companies quietly rebrand or downplay DEI efforts, multiculturalism is moving forward. “Inclusive growth,” which links diversity to tangible business outcomes, is emerging as a competitive advantage for forward-thinking brands.

Others, however, treat multicultural marketing as an add-on rather than a strategic priority, often due to a lack of leadership, education, or long-term vision. Change must start at the top. Executives need to empower their teams, invest in insights, and reimagine how they engage because doing so pays off.

In this episode of The New Mainstream podcast, Hernan Tagliani, President and Founder of Tagliani Multicultural, explores how shifting demographics are redefining marketing and explains why brands that fail to invest in multicultural marketing risk being left behind.