Women in Marketing Procurement’s Post

Great article from the team at SmartBrief. As our society becomes more multicultural, brands must engage authentically with diverse audiences to stay relevant and drive growth.This fight between DEI, Multicultural Marketing, Diverse Growth Segments, etc, etc.... IS JUST NOISE!!!! Data, trends and population growth show without a doubt the landscape of America. Diversity is everything, it is what created us and it is what will help brands win. At WSS Consulting, we specialize in helping brands understand their current state and future potential in the multicultural landscape. Embracing diversity isn't just good ethics—it's good business. READ IT AGAIN..... IT'S GOOD BUSINESS #MulticulturalMarketing #Diversity #Inclusion #WSSConsulting

Happy Monday everyone, Today, we will discuss how Hispanics define the marketing models of the future. The focus on the Total market began a heated debate in the industry about what marketing model makes more sense compared to other schemes, such as multicultural marketing or intercultural marketing. The three models are relevant today. However, the question is whether any of these marketing models will be the model of the future. I would say it lies in the Hispanic market, the largest ethnic group in the United States, which drives most multicultural marketing trends. Therefore, it is essential to have two things clear: the geographical distribution of the emerging Hispanic markets and the fact that Hispanic millennials are the Hispanic consumers of the future. By looking at the emerging Hispanic markets, we can see that Hispanics are increasingly migrating to non-traditional markets, strongly driven by Hispanic millennials. Therefore, the expert proposes two models to see two Hispanic markets: the intercultural approach to fusing megamarkets and the multicultural approach (ethnic-specific) for emerging markets. The appearance of two Hispanic markets can make marketing efforts more complex, so new strategies are needed to reach the ever-growing Hispanic population. #lunesdeLinkedin #hispanicmarketing #community #transcreation #marketingstrategytips #diversityandinclusion #language #success

https://lnkd.in/gfCYJg8D In recent years, we've seen brands and agencies scaling back on multicultural investments. This shift is partly driven by resistance to multiculturalism in some sectors, while others are focused on short-term financial gains. Companies like Microsoft, for instance, have reduced their DEI initiatives and multicultural hiring. However, this trend doesn’t align with the changing face of the U.S. population. America is becoming increasingly diverse, and within a few years, the majority of the population will no longer be of European descent but will instead be of mixed race. The Hispanic population is particularly growing, and so is their buying power. Brands and agencies that continue to cut back on multicultural efforts risk long-term consequences. They cannot rely on the same consumer base they’ve targeted over the past 50 years. The reality is that multiculturalism is here to stay, and those who don’t adapt will fall behind when the current political pushback fades. The world is changing, and businesses must evolve with it, not regress.

63% of consumers expect brands to address social issues—but are you doing it the right way? 🌍✨ The conversation around multiculturalism and inclusion isn’t just about representation anymore. Today’s consumers want brands to take action—but only when it’s genuine. 💬🤝 Performative gestures won’t cut it. To stand out in 2025, brands need to lead with authenticity, responsibility, and cultural fluency. 🚀 Here’s how to build a strategy that connects with multicultural audiences without missing the mark: 1️⃣ Start With Listening, Not Messaging 🎧👂 Before launching campaigns, invest time in understanding the concerns of the communities you’re addressing. Whether it’s supporting Black Lives Matter ✊🏿, advocating for immigration reform 🛂, or celebrating Indigenous Peoples’ Day 🪶, your efforts need to be rooted in the real issues impacting these groups. • Use surveys, focus groups, or direct outreach to learn what matters most. 📊 • Avoid assuming you know the challenges or cultural priorities—your audience will notice. 👀 2️⃣ Invest in Long-Term Partnerships 🤝🌟 Multicultural marketing isn’t a one-off campaign for Black History Month ✨ or Lunar New Year 🎉. Brands that build trust commit to year-round collaboration with diverse creators, organizations, and community leaders. • Partner with advocacy groups that align with your values. 🌈 • Engage multicultural influencers with deep, authentic ties to their audiences. 📣 3️⃣ Representation Behind the Scenes 🎥🙋♀️ Inclusive storytelling begins with an inclusive team. 💼 Consumers are 2.2x more likely to trust brands that reflect diversity in leadership. Ask yourself: • Do your creative teams include people from underrepresented groups? 🤔 • Is your leadership championing equity internally and externally? 💪 Diversity behind the camera leads to better stories in front of it. 🎬 4️⃣ Call Out Stereotypes and Amplify Nuances 🎨🌍 Generic representation can feel lazy or harmful. A campaign that features “diverse” actors but reinforces stereotypes risks alienating the very audience it aims to engage. 🙅♂️ Instead: • Highlight unique stories from multicultural communities. 🗣️ • Show cultural nuances in an authentic way (e.g., Google’s ads showcasing Asian family traditions 🥢 or P&G’s “The Talk” tackling racial bias 👩🏽🦱). 5️⃣ Turn Values Into Actions 💡✅ It’s one thing to post about social issues—it’s another to act. Brands like Patagonia and Ben & Jerry’s back their messaging with action 🌱🍦, from donating to underserved communities to policy advocacy. • Create initiatives with tangible impacts, like scholarships 🎓 or local investments 🏘️. • Be transparent about your efforts, even when you fall short. 📖 Why It Matters: 76% of consumers will switch to a brand that better aligns with their values. 🌟 Younger, multicultural audiences expect brands to reflect their identities and stand with them on key issues. The world is watching. Is your brand walking the talk? 🛤️

💬 Building Genuine Connections with Multicultural Consumers Starts Here! Did you miss our webinar, "Commitment Over Campaigns: How to Build Real Relationships with Multicultural Consumers?" No worries—you can catch the highlights in just 2 minutes! 👉 Read our "Top Takeaways" blog to learn how brands can move beyond one-off campaigns to build authentic, lasting relationships with diverse audiences. Discover strategies for earning trust, fostering loyalty, and driving meaningful engagement in today’s dynamic marketplace. 🔗 Read it now! https://bit.ly/4graEdA #MulticulturalMarketing #BrandStrategy #MRX #MulticulturalResearch #Inclusion #CultureBeat #CRResearch

Last night, I was reading a few articles and came across this one from Isaac Mizrahi with Nancy Tellet that confirms that "Hispanism" is no longer a trend but a reality (I'd dare to say worldwide, not just in the US). It's exciting to see how these social, and cultural movements and generations impact the advertising world and work teams. It's not just bilingualism, it's belonging, it's culture. If you are passionate about cultural and social changes and how they relate to communication and advertising, I highly recommend it! #Ushispanic #latamAdTalent #Latam #advertising #Marketing https://lnkd.in/gVKtGwPj

Interesting takeaways from AdAge’s “Why Multicultural Marketing Is Obsolete" article: Equity as the Goal: The article highlights that while equality is essential, the ultimate goal should be equity – ensuring that all individuals have the same opportunities, regardless of their background. Culture as Universal Language: Culture should be seen as a unifying force in marketing, rather than a niche to be targeted separately. Shifting Demographics: The US is becoming increasingly diverse, with minority populations projected to surpass 50% by 2044. This demographic shift necessitates a fundamental change in marketing strategies. The Limitations of "Multicultural" Marketing: The term "multicultural" implies a separation of audiences, which can be seen as outdated and potentially even discriminatory. Gen Z as a Catalyst for Change: Gen Z, the most diverse generation, has grown up in a world where cultural boundaries are less defined. They are more receptive to inclusive and authentic marketing that reflects their diverse experiences. The Importance of Authentic Representation: True inclusivity requires more than just token gestures. Brands need to authentically represent diverse communities and build genuine connections with them. https://lnkd.in/g58Ajfp8 

📊 A recent report from the Cultural Inclusion Accelerator™ (CIA) & Association of National Advertisers ANA's AIMM reveals that 83% of consumers are supportive or neutral towards inclusive marketing. Consumers increasingly expect brands to authentically represent diversity in ads, events, and products. Brands embracing diversity build stronger loyalty and trust. 🌍✨ #InclusiveMarketing #DiversityMatters #BrandLoyalty #ConsumerSentiment #MarketingTrends

Did you know that Hispanic Gen Z in the U.S. will be a key force in 2025? Although they represent only 25% of the Gen Z population in the country, they have a disproportionate influence on cultural and consumer trends due to their bicultural identity. For instance, over 60% of them identify as "culturally hybrid," meaning they blend Latin traditions with mainstream U.S. culture in their daily lives. This makes them creators and amplifiers of trends in areas like fashion, music, social media, and gastronomy. They are bilingual and bicultural, but they don’t always consume content in Spanish. 💡 Connecting with them requires more than just words. ✅ Adapt your message culturally. ✅ Create interactive digital experiences. ✅ Understand their priorities, from sustainability to cultural representation. ✅ They value authenticity, inclusion, and social impact in the brands they choose. In 2025, this generation will not only continue shaping trends but also wield significant purchasing power. Is your marketing strategy ready to speak the language of Hispanic Gen Z (literally and culturally)? #HispanicGenZ #MulticulturalMarketing #MarketResearch #DiversityAndInclusion #DigitalStrategy #GenZ #ConneXionResearch #CulturalInsights #FutureConsumers #BiculturalIdentity #MarketingTrends2025 #GenZInsights #ConsumerBehavior #InclusiveMarketing #HispanicCulture #BrandAuthenticity #SocialImpactMarketing #TrendSetters #HispanicInfluence #NextGenMarketing #DigitalEngagement #MulticulturalConsumers  

💬 How Can Brands Build Genuine Connections with Multicultural Consumers? If you missed our webinar, "Commitment Over Campaigns: How to Build Real Relationships with Multicultural Consumers?" - we’ve made catching up in just 2 minutes easy! 👉 Check out our "Top Takeaways" blog to explore how brands can go beyond surface-level campaigns and create lasting, authentic relationships with diverse audiences. Learn strategies to build trust, foster loyalty, and engage multicultural consumers meaningfully in today’s ever-evolving market. 🔗 Read it now! https://bit.ly/3ZeB9fG #MulticulturalMarketing #BrandStrategy #ConsumerInsights #Webinar #MRX #MulticulturalResearch #Inclusion #CultureBeat #CRResearch