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 tensionand 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. Itis 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.

Despite the headlines, rollbacks, and legal battles, the conversation around race has never been more crucial for marketers and businesses. While diversity and inclusion (D&I) often dominate discussions, doing so serves only as adistraction from the broader concerns surrounding the racial dynamics embedded in our society. The issues of race aren’t simply about diversity. They are structural and historical and are tethered to the fabric of consumer behavior.

Race has been a determining factor in shaping how consumers experience various markets, from grocery stores to hospitals. It’s not enough for companies to aim for a "diverse" customer base. They must understand the unique racial dynamics at play. Without acknowledging the social and historical factors behind these dynamics, marketing strategies fall flat and fail to resonate with the very consumers they aim to engage.

However, addressing race in marketing requires deeper engagement with communities, not just performative gestures. Companies often fall into the trap of "woke-washing," offering initiatives that sound good but lackauthentic connection. Consumers, especially those from marginalized groups, can quickly see through these disingenuous efforts. This can damage the trustbusinesses work hard to build, which is crucial for lasting brand loyalty. A meaningful, long-term focus on racial equity, in both action and strategy, is essential for companies to succeed in this increasingly diverse market.

The latest generation of marketers is entering the workforce with a heightened awareness of these issues, but they face significant challenges when discussing race within a business context. Learning to address these issues with sensitivity and data-backed insights will ensure that brands not only avoidperpetuating harmful stereotypes but also foster more genuine, inclusive relationships with their audiences.

In this episode of The New Mainstream podcast, Dr. Sonya A. Grier, Kogod Eminent Scholar Chair in Marketing at the Kogod School of Business at American University, examines how race influences consumer behavior and why businesses must go beyond diversity to create inclusive marketplaces.

Meet Dr. Sonya A. Grier:

Sonya A. Grier is the Kogod Eminent Scholar Chair in Marketing, at the Kogod School of Business at AmericanUniversity. Her expertise spans issues of race, diversity, and equity at the intersection of markets and society. She has examined the racial dynamics underlying consumption issues in gentrifying neighborhoods, digital marketing to youth of color, and racialized food marketing. Sonya builds on her expertise to identify how inclusive marketing practices can enhance individual, community, and societal well-being.She shares her research in academic journals, photographic narratives, and two award-winning documentary films. Sheremains connected to practice through consultations with diverse organizations across business, government, and non-profit sectors. Dr. Grier is a co-founder and current President of the Race in the Marketplace (RIM) Research Network, which has nurtured the sub-field aimed at advancing our understanding of the role of race in markets.

Influencer marketing has evolved into a powerful strategy for brands looking to engage diverse audiences. Influencers leverage their broad reach to drive awareness and inspire consumer buy-in, while creator marketing enables passionate content creators to engage and connect with niche communities. Brands are increasingly incorporating both approaches into their communication strategies, with social media being a key platform.

However, with both approaches, the goal goes beyond brand visibility. It’s about achieving third-party validation, where trusted voices, such as influencers or creatives, endorse a brand. While these endorsements may be paid, the willingness of these individuals to put their reputations on the line for a brand speaks volumes. This is essential for building consumer trust, as audiences connect more deeply with authentic experiences shared by relatable individuals than with traditional advertising.

A key aspect of this is ensuring that influencers and creators genuinely reflect the audiences brands aim to reach and ensure they are compensated fairly based on engagement and reach. By prioritizing this, brands can cultivate stronger,long-term relationships with influencers and creators. This approach benefits all parties—influencers and creators feel valued, and brands gain more authentic brand advocacy.

One of the biggest mistakes brands make with creator and influencer marketing is dictating content rather than trusting the influencer or creator to do what initially drew the brand to them. While key messaging is necessary, giving them thefreedom to be creative ensures the content feels natural and authentic. When they seamlessly integrate brand messages into their content, it enhances both engagement and credibility.

In this episode of The New Mainstream Podcast, Gabe Mederos, Vice President of Creator Marketing with Edelman, discusses the importance of authenticity, diversity, and relationship-building in creator and influencer marketing.

Meet Gabe: Gabe is a creator marketing professional with extensive experience in influencer relations, strategy development, content strategy, analytics, and leadership. AUniversity of Toronto graduate with over 19 years of PR and communications experience in corporate, not-for-profit and government, Gabe has completed his social media and digital marketing certification. Gabe has held senior digitalroles at top Canadian brands such as Scotiabank, TELUS, and Nestlé Purina PetCare.

Gabe is currently a Vice President of Creator Marketing at Edelman, where he heads up the creator marketing function for an assortment of clients in Canada, including Samsung, Microsoft, PepsiCo, and eBay. Gabe is also an Instructor at Humber College, where he teaches social media and digital marketing.