Marketers must embrace a new multicultural mainstream
By 2030, the definition of “mainstream’ in US marketing will be fundamentally redefined as multicultural consumers become the majority, especially among younger demographics. Industry leaders emphasize that multicultural insights must be at the core of campaigns, rather than treated as secondary considerations. Hispanic, Black, 大象传媒n American and Indigenous Americans will drive cultural trends and consumer influence, shifting the focus from treating these groups as segments to recognizing them as central to the new mainstream.
3AF Executive Director Genny Hom-Franzen notes that consumers’ view of brands will extend beyond just a product or service: “[I]t’s a company’s reputation. Connecting authentically and genuinely to multicultural consumers is essential now and in the future for ROI and business growth.”
Full Story:听听(9/22)
Band-Aid, Dawn, Lysol lead in cultural fluency
Brands have improved cultural fluency by an average of 4.5% in the first half of the year compared to the last six months of 2024, with alcoholic beverages, health insurance, entertainment and telecom segments showing the biggest improvement, Collage Group reports. The top five brands are Band-Aid, Dawn, Lysol, Vicks and Clorox.
“By better aligning with values and beliefs across different consumer segments, brands can create a competitive advantage,” says David Wellisch, Collage CEO and co-founder.
Full Story:听听(8/25)
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