Understanding the current moment in multicultural marketing

In the latest episode of The New Mainstream, Mario Xavier Carrasco sits down with Ingrid Otero, President and CEO of Casanova McCann, to discuss how multicultural marketing is evolving and what is shaping brand decision making today.

The conversation offers a grounded perspective on the forces influencing the industry.

A landscape shaped by strategic adjustments

In recent months, several brands have reduced the visibility of their multicultural initiatives. This shift reflects budget scrutiny, internal alignment, and the need to justify investment across organizations.

At the same time, research focused on multicultural audiences continues. Insights, strategy, and data teams remain actively engaged in understanding behaviors, motivations, and growth opportunities within these segments.

The continued relevance of the Latino consumer

The episode highlights the role of Latino consumers within the U.S. market. Their influence is reflected in consistent consumption patterns, strong community ties, and a meaningful role in shaping cultural trends.

For brands, this calls for sustained engagement and strategies grounded in this reality.

A central theme of the conversation is how authenticity is built.

Effective decisions are rooted in a deep understanding of the consumer, their context, and their cultural identity. Relevance comes from messaging that reflects lived experiences and real connections.

Leadership in times of change

Drawing from her experience leading Casanova McCann, Otero shares how she has navigated key decisions during periods of uncertainty.

During the pandemic, she led a transformation of the agency’s model, focusing on flexibility and independence. This involved operational shifts and a reassessment of priorities.

Implications for brands

The current environment requires clarity in how brands engage with multicultural audiences.

Strategies benefit from consistency, deep consumer understanding, and alignment across insights, creative, and execution.

Listen to the full episode of The New Mainstream and hear the complete conversation with Ingrid Otero.