Multicultural Marketing News – April is Multicultural Communications Month

Multicultural Marketing News April 2025

April is Multicultural Communications Month

Multicultural Marketing News presents newsmakers and experts as featured on multicultural.com in our Experts Directory.

In this issue:

• Multicultural Marketing in the Age of AI (Ethnic Technologies)
• Multicultural Communication — Rooted Not Translated (Ebony Marketing Systems)
• Why Listening to U.S. Hispanics Matters More Than Ever (Culture IQ Group)
• There’s Never Been a More Important Time to Celebrate Diversity (Horowitz Research)
• The Smart Bet in Shaky Times: Hispanic Consumers (d expósito & Partners, llc)
• Opportunities Abound (Rivendell Media)
• Beyond Words: Creating Authentic Connections Across Cultures (Multilingual Connections)
• Multicultural Communications Month: The Work Must Continue (Bold Culture LLC)
• Effective Multicultural Ad Campaigns Must Be About More Than Language (NRS Digital Media)

Multicultural Marketing in the Age of AI

Multicultural marketing—strategically targeting diverse consumer groups based on cultural background, language, values, and behaviors—has become essential for brands aiming to stay relevant in a globalized world. As demographics continue to shift, especially in markets like the U.S., where minority populations are rapidly becoming the majority, understanding and authentically connecting with diverse audiences is no longer optional—it’s a business imperative. Artificial Intelligence is set to radically transform how brands approach multicultural marketing. Traditionally, these campaigns have relied heavily on research, focus groups, and human intuition to create resonant messaging. AI, however, brings unprecedented data-crunching capabilities and the power of real-time personalization. With tools like natural language processing, sentiment analysis, and machine learning, marketers can now understand cultural nuances, preferences, and emotional tone across different communities with much greater precision. AI also enables scalable personalization—delivering tailored messages to individuals within broader cultural groups based on their unique digital behavior, location, language, and more. For example, an AI system can detect regional variations in Spanish dialects or adapt product recommendations to align with cultural holidays and values. But while AI offers incredible opportunities, it also poses risks. Cultural sensitivity cannot be fully automated. Algorithms must be carefully trained to avoid stereotyping or bias, and human oversight remains critical to ensure authenticity and respect in messaging. Looking ahead, the future of multicultural marketing will be a blend of technology and humanity. AI will provide the insights and scale, but culturally fluent marketers will remain essential to interpret the data, tell meaningful stories, and build trust. Those who strike this balance will not only gain a competitive edge—they’ll shape a more inclusive, resonant brand experience for the diverse world we live in. By Bryan Lee, Senior Sales Manager, Ethnic Technologies, LLC, bryan@ethnictechnologies.com.

View company profile here.

Multicultural Communication — Rooted Not Translated

When is a child considered one-year old? You likely responded, after the child’s first birthday – a one-year anniversary of the child’s birth. But your answer could be different if your cultural identity is Asian. In South Korea and China, a child is one-year old at birth. While translating one-year old is simple, it might not “translate” to a child who is starting to walk. Rooting marketing in this cultural understanding can impact your multicultural communication from research (recruiting based on the birthdate of the child vs. an age) to targeting advertisements (using development milestones vs. an age). Other demographics that might not translate neatly include education such as the common American category “high school.” Find cultural roots using rich revelation techniques such as ethnography and see your multicultural communication flourish.

Ebony Marketing System Specialties: multicultural market research including Black, Latino and AAPI; competitive intelligence; multicultural intersexuality; qualitative/quantitative research methodologies; small business ownership work/life balance

Read Kai K. Fuentes entrepreneurial profile here

By Kai Fuentes, CEO and President, Ebony Marketing Systems, kfuentes@ebonysystems.com.

View company profile here

Why Listening to U.S. Hispanics Matters More Than Ever

As the largest and fastest-growing minority group in the United States, Hispanics represent over 19% of the U.S. population—nearly 64 million people, according to the U.S. Census Bureau (2023). Yet, brands and organizations still fall short when it comes to truly listening to and understanding this dynamic segment. Listening to U.S. Hispanics is not just about translating messages—it’s about understanding culturally rooted values, aspirations, and motivations. A good example of this is a research study that showed that while both Hispanic and non-Hispanic Americans expressed a desire to work toward the “American Dream,” the definition of that aspiration and the pathways to achieve it often differed. For many U.S. Hispanics, this dream is deeply tied to collective progress: family advancement, educational opportunity for the next generation, and community uplift. In contrast, white Americans often define the dream more individualistically—home ownership, career success, and personal freedom. Moreover, values such as familismo (deep family loyalty), respeto (respect for others, especially elders), and personalismo (valuing personal relationships) often shape how Hispanics engage with brands, products, and services as well as candidates, campaigns and causes. A study by CultureIQ and ThinkNow Research (2022) showed that messages that appeal to these values—particularly family and community—resonate more deeply than those focusing solely on personal gain. Ignoring these differences can lead to costly missteps. Authentic connection with Hispanic audiences requires not just demographic targeting but cultural fluency. As Univision’s CEO Wade Davis put it, “If you’re not speaking to Hispanic consumers in a culturally relevant way, you’re not speaking to them at all. Listening—through research, engagement, and ongoing conversation—is the first step. Only then can brands and institutions begin to earn the trust and loyalty of a consumer segment that is not only growing, but redefining the future of America. By Ana Fernández-Rockwell, Co-founder, Culture IQ Group, ana@cultureiq.group.

View company profile here.

There’s Never Been a More Important Time to Celebrate Diversity

Multicultural Communications Month is a good time for those of us in multicultural marketing and communications to remember how important our work is in helping dispel stereotypes and promoting a vision of the United States that celebrates diversity, inclusion, and justice for all. And for companies struggling with what to do in this unprecedented business and political environment, it’s a good time to remember that multicultural marketing is not just about ‘doing the right thing,’ it’s what makes good business sense. By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, A Division of M/A/R/C Research, adrianaw@horowitzresearch.com.

View company profile here.

The Smart Bet in Shaky Times: Hispanic Consumers

These are uncertain times and, for many, the gloomy sociopolitical backdrop offers little reason for recognizing, let alone celebrating, Multicultural Marketing Month. For several weeks, our newsfeeds have been inundated with worrisome headlines touting signs of economic hardship and declining consumer confidence. But within the din, there have been signs of a growth opportunity. One that inspires reason for hope, perhaps even optimism: The U.S. Hispanic Consumer Audience. This past November, William H Frey from The Brookings Institute published an analysis of the latest Census projections. His work showed that even with zero immigration between now and 2060, the U.S. Hispanic population would grow by 9.8 million people. Concurrently, the other three large racial/ethnic groups would decline: Non-Hispanic White by -44.7 million, Asians by -4.6 million and Black by -2.2 million. He identifies two key drivers to this. First, the older age structure of the non-Hispanic White population will yield a natural decrease, where the number of deaths outpaces the number of births. Second, the current base of the Hispanic population, estimated at 68MM people that account for 19% of the total U.S. population, ensures natural population growth, even without any new immigration. Add to this the increasing education levels that are driving trends in upward mobility and greater affluence, and Hispanic consumers will undoubtedly continue being a source for growth across most categories, at least for those that invest the money and effort to engage them with insightful strategies and relevant ads and content. Under this scenario, some could argue that the growth would come solely from U.S.-born Hispanics that speak English and are living in a diverse, cross-cultural world. Surely, they can relate to broad market campaigns, especially ones with the right culture cues, right? While a valid question that has elements of truth, this approach just isn’t enough. The overwhelming majority of Hispanics, whether born in the U.S. or Latin America, have a deep connection to their culture. A number of reports from leading researchers – including Pew, Nielsen, ANA/AIMM – have shown most Hispanics see their culture as central to their personal identity; one that forges a sense of belonging to a broader group. On both personal and collective levels, Hispanics see themselves as powerful contributors to the U.S. economy and a force that shapes societal trends and sparks innovation at a local, national and global scale. But does all of this hold true for younger Hispanics, especially those that navigate both Hispanic and mainstream cultures well and speak more English than Spanish? The latest MRI/Simmons data show that Gen Z and Millennial Latinos are just as connected and committed to Hispanic traditions and values as are Gen X and Boomer Latinos. Across generations, roughly 70% agreed heritage and traditions are an important part of who they are, and they agree it is important that their children maintain them. The numbers are identical! There were no drops in sentiment related to cultural identity or heritage. Regarding language, a full 70% of Latinos – from Gen Zers to Boomers –self-identify as bilingual, and, for them, Spanish is a catalyst to self-expression that further connects them to their cultural identity and community. For similar reasons, bilingual/bicultural Latinos of all ages choose to consume Spanish-language media and content on all channels and platforms, not because of language dependency but because of the cultural value of the unique programming and content that appeals to and resonates with them. And while many understand English commercials and content, quantitative research has consistently shown that Spanish-language ads perform better on all key measures; from likeability, relevance and message comprehension to purchase intent, message recall and brand trust. Hispanics expect more from brands, especially during these uncertain times where many of them feel quite vulnerable. They want brands to recognize and value them as the upwardly mobile growth consumers that they are. These sentiments resonate even stronger with younger generations, as Hispanic Millennials and Gen Zers are even more keen on brands proving that they see them for their Hispanic identity and unique values, beliefs and lifestyles. And they want brands to see them as creators and drivers to today’s global, cross-cultural exchange, as Calvin Klein so brilliantly did when they chose Bad Bunny for their latest campaign that took the Internet by storm. Even during these uncertain times, the Hispanic audience is, irrefutably, a long-term business opportunity, and winning them is an absolute business imperative. But success requires brands to tap true multicultural specialists with the marketing prowess, deep insights and command of culture required to help them skillfully craft the compelling strategies and create authentic, entertaining stories that drive brand engagement and build affinity and trust. By Louis Maldonado, Managing Director, d expósito & Partners, lmaldonado@dex-p.com.

View company profile here.

Opportunities Abound

I’m just back from the Association of National Advertisers (ANA) GrowthFronts conference in New York City and it really was inspiring. The whole idea of this conference is that IF companies want growth, then they must consider market segmentation because otherwise there is no growth to be had because of the US market and the US demographic shifts. Gone was multicultural lingo, gone was Hispanic or Black or LGBTQ+ or even Asian marketing and IN was GROWTH! Every company that needs to grow needs to expand its base and so market segmentation is really the only option to do that. Also interesting was talk of “universal” creative which is just another way to say mainstream creative and can be comfortable in any media for any targeted group a la product placement. I really thought that all the people speaking and attending this conference had one thing in mind- how to keep businesses going and growing without ruffling this hideous Administration’s feathers and their own consumers which are noticing their absence from “their” media. I have been in this business for over 30 years and have never seen a business climate quite like this- stagnate- yet this too comes with opportunities. For years and years as each category entered the LGBTQ market, they focused their message and creative to really stand out and be noticed speaking directly to the LGBTQ consumer. It seemed it was no longer enough just to place their ad in LGBTQ+ media but that they had to speak creatively to the market either in words… like Absolut Diversity or via creative showing two men or two women and so on. For so long the days of just the general advertisement in niche media was replaced by really focused creative on the specific community itself to create even greater impact than just the exposure of showing up. Well, everything old is new again as they say. So where are the opportunities? Showing up. Whether it be in LGBTQ media, Asian, Black or Hispanic or wherever- showing up makes a difference and will certainly be noticed by all these communities. Think, Apple with its latest iPhone or Miller Beer- they can advertise their product and increase sales with no additional creative costs or special marketing programs, and they will find a media and community that will be grateful for their support. Showing up matters when so many don’t, and it is such a win-win for the companies. It’s not like the old days when people were just starting to explore fringe markets that might be right for them. These days the research is done, the companies already know which consumer segments are good for them and in tough times I think the response will be outstanding when so many are looking for those supporting their communities and really, really thinking about who to spend their precious dollars with. A friend once said to me that the test of a real friendship is being there in the tough times for it’s easy to be friends in the good times. Being there when it is tough certainly makes for a lasting relationship. So, my old LGBTQ advertisers… like Absolut, Molson Coors, PNC Bank, Verizon, Macy’s or Las Vegas and so many more… we need you now to show up again. I also think of those companies like Apple, which has always been progressive and LGBTQ friendly, they could literally “own” LGBTQ media for so little and by showing up also support the community. I think it would be the ultimate win-win for them and for us. In the end, I think the community will remember who showed up and who did not. By Todd Evans, President and CEO, Rivendell Media, todd@rivendellmedia.com.

View company profile here.

Beyond Words: Creating Authentic Connections Across Cultures

When it comes to multicultural marketing, it’s not just what you say – it’s how it’s heard. Language carries history, identity, emotion. The same phrase can invite connection or cause confusion, depending on how it’s delivered. And while intent matters, it’s nuance that builds trust. As the US becomes more linguistically and culturally diverse, the stakes for getting language right are higher than ever. Multilingual audiences don’t just want to understand your message – they want to feel understood. That requires more than translation. It takes cultural insight, linguistic expertise, and an awareness that words alone are never neutral. We often hear people ask about the ability of AI to do effective multicultural marketing. While automation can help with efficiency, it still falls short in capturing tone, context, and emotion – especially across cultures. Human translators, by contrast, bring the lived experience and perspective that makes meaning land. At Multilingual Connections, we help organizations navigate that nuance. Whether you’re adapting a campaign, translating a survey, or localizing creative, our team ensures your message connects in the ways that matter most. By Jill Kushner Bishop, PhD, Founder & CEO, Multilingual Connections, jill@mlconnections.com.

View company profile here.

Multicultural Communications Month: The Work Must Continue

In a moment when the political and cultural landscape feels increasingly divided, Multicultural Communications Month is a powerful reminder: now is not the time to retreat. It is the time to recommit. To double down. To reach across cultures, intersections, and generations with clarity, purpose, and authenticity. Marketing and advertising have always been tools of influence—and right now, they must serve as bridges, not barriers. That means showing all people, across race, gender, sexuality, age, language, and ability, that your brand sees, values, and is made for them; not through blanket messaging or one-size-fits-all campaigns, but through intentional, nuanced storytelling. The multicultural market is the general market and those not building robust plans that speak to the shared and nuanced lives of their national or global audiences are already behind. The only way forward is through investing in sound strategy grounded in collaborative, culturally-informed research. It’s about listening first, then building creative that reflects lived experiences, sparks genuine connection, and speaks to the complexity of identity today. And it’s about delivering that creative where it matters, across the platforms and channels multicultural audiences trust and use daily. Multicultural communications is not a campaign. It’s certainly not an addition. It’s a commitment. And while the current climate may make leaders feel uncertain, the necessity of this work has never been clearer. The stories still need telling. The communities still need reaching. The work must continue—and it must be done right. Let’s continue to evolve and sustain our approach together at boldculture.co. By Darren Martin, Jr., Founder and CEO, Bold Culture, darren@boldculture.co.

View company profile here.

Effective Multicultural Ad Campaigns Must Be About More Than Language

With purchasing power that has increased by 80% over the last decade and now stands at $2.8 trillion, the U.S. Hispanic population remains a powerful and rapidly expanding consumer base. While the Spanish language is often the connective tissue across the various segments of the Hispanic population, the community includes people from a range of Latin American countries, each with their own set of nuanced preferences, distinct traditions, and unique identities. Language certainly matters and Spanish is a source of great pride and identity for U.S. Latinos. However, for brand marketers, focusing on language alone is not enough to effectively reach and influence these critical audiences. Simply translating English language advertisements and brand messaging into Spanish isn’t sufficient. Creating connections that establish and deepen brand loyalty requires a higher level of cultural awareness and an emphasis on the themes that are important to Hispanic audiences, including community, cultural tradition, family, and authentic representation. Equally important, brands must be able to deliver those culturally sensitive and relevant messages to target Hispanic consumers at the right times and locations, such as grocery stores, bodegas, delis, and other physical retail locations in the neighborhoods where they live and shop. Today’s modern connected in-store media networks provide brands with a direct channel to Hispanic audiences. Now available to smaller, independent retail store owners, brands can use captured purchase data scanned at store locations to create deeper profiles of the Hispanic customers frequenting those stores and design campaigns that use the right dialects and cultural nuances and are, therefore, more impactful. Simply stated, brand marketers that fail to speak to Hispanic or any multicultural audience using the right language, tones, and cultural themes will miss the opportunity to foster lasting relationships with one of the most influential consumer segments in the U.S. By Christina Grommon, Senior Manager of Strategy, NRS Digital Media, christina.grommon@nrsplus.com.

View company profile here.

Next Issues:

May 2025 Newsletter

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Asian Pacific American Heritage Month

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