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Multicultural Marketing News – Women’s History Month Profiles

Friday, Mar 08, 2024
Multicultural Marketing News March 2024

March is Women’s History Month

March 8 is International Women’s Day

Meet the women leaders from the Expert companies featured on multicultural.com. Click on each photo below to learn about each company/organization in our online Source Book of Multicultural Experts directory and Speakers Showcase or to contact them directly.

In this issue:

  • Marketing to Women’s Economic Power by Jessica Wilhoit, Product Design Analyst, Ethnic Technologies
  • Passing the Baton: Celebrating Diverse Women’s Legacies at C+R Research and Beyond by Ashleigh Williams, Senior Research Director​, C+R Research
  • Sociopolitical Issues Impacting Women Consumers Today by Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research
  • Creating Connections Across Languages & Cultures by Jill Kushner Bishop, PhD, Founder & CEO, Multilingual Connections
  • The silent superpower in young Latinas by Ana Patricia Castañeda, Group Account Director / Casanova//McCann
  • AAPI Women in the Workforce by Eunice Mun, Strategic Insights and Analytics Manager at AAAZA
  • Embracing Intersectionality: Insights from Women’s History Month and Multicultural Marketing by Iris Yim, Chief Strategist and Principal, Sparkle Insights
  • Junelle Cavero Harnal, Head of Political, My Code
  • Black Women in the Workplace by Kai Fuentes, President and Founder, Ebony Marketing Systems, Inc. (EMS)
  • Laura Guerrero, Director of Content & Influencer Marketing, Diverse and Impactful Campaigns, Sensis
  • Jennifer M. González, Senior Vice President, Multicultural Strategy, C+C
  • Lisa Skriloff, President, Multicultural Marketing Resources, Inc. (MMR) and Editor, Multicultural Travel News

Featured Books

  • Let Me Explain Black, Again: Exploring Blind Spots and Black Insights for Marketing & Understanding Black Culture and Perspectives by Pepper Miller
  • Design for Identity: How to Design Authentically for a Diverse World by Jessica Bantom

Marketing to Women’s Economic Power by Jessica Wilhoit, Product Design Analyst, Ethnic Technologies

Women are a powerful force to be marketed to. Not only do women make 85% of purchasing decisions, but they also have 60% of personal wealth in the United States as shown by the following article by Linda Landers. According to Lendingtree, single women own 10.95 million homes or 2.71 million more homes than single men in the United States. Real life examples of women’s purchasing power include the summer of 2023 and the Stanley Quencher’s rise to fame. The summer of 2023 had three large economic successes and they all had women as their main target audience. The Barbie movie, Eras tour, and Renaissance tour stimulated the U.S economy. The Barbie movie generated more than $1.4 Billion in ticket sales worldwide according to Fortune. It is also the highest grossing film to be made by Warner Brothers. Per concert goer, the average amount spent attending the Eras Tour was $1,300, while the average spend was $1,800 for the Renaissance Tour. Taylor Swift’s concerts have been compared to the Superbowl for their economic impact on the cities the Eras Tour visits. Beyoncé’s Renaissance tour has been compared to the Beijing Olympics for financial impact. Pallavi Gogoi discusses the larger impact of these events in her NPR article. The economic impact of these events was beyond ticket prices, hotel stays, and plane tickets. It was the trips to Michaels to make friendship bracelets and costumes to wear. The pink and silver clothing purchases to wear to these events. Women showed up and showed their collective spending power. Stanley has benefited tremendously from the female market. As outlined in an article on Business Insider, the business historically targeted men who needed to hydrate while working outside or camping. The Stanley Quencher caught the eye of a women’s shopping blog writer. Ashlee LeSueur knew that women would love the Stanley Quencher. The cup holds 40oz to keep women hydrated. They fit into car cup holders and have an easy carrying handle. Stanley was unsure and needed some convincing, but by marketing the Stanley Quencher to women the company has seen a huge boom in business. Since 2020, Stanley has increased revenue by a thousand percent. The company was estimated to make $750 million in revenue for 2023. Women are not the target market for every product, but women are a purchasing force to be reckoned with. “Women Who Advocate for Equity, Diversity, and Inclusion” is the theme of Women’s History Month 2024 selected by the National Women’s History Alliance. This Women’s History Month consider diversifying your marketing efforts to include the female market. E-Tech’s G-Tech product can help you to find women in your market to help your company leverage the economic power of women in 2024.

View company profile here.

Passing the Baton: Celebrating Diverse Women’s Legacies at C+R Research and Beyond by Ashleigh Williams, Senior Research Director​, C+R Research

Women’s History Month celebrates the strides from the Silent Generation’s pioneers like Maya Angelou to the tech-savvy Millennials and Gen Z, highlighting figures like Condoleezza Rice and Sonya Sotomayor. Their battles for equality and justice have paved diverse paths for women globally. As we honor these contributions, it’s also essential to spotlight the intertwined challenges of mental health and the personal toll behind social activism. Leaders like Sheryl Sandberg and Malala Yousafzai have openly addressed the pressures of their roles, advocating for mental health awareness alongside their groundbreaking achievements. This approach humanizes their experiences, emphasizing the importance of supporting women’s well-being as they forge ahead. Recognizing the personal journeys behind public successes is crucial for a truly inclusive movement that honors every facet of women’s contributions. This female empowerment and leadership legacy is also mirrored in the corporate world, where women continue to assume pivotal roles and drive innovation. A notable example within this landscape is C+R Research, a women-owned business at the forefront of embracing and promoting woman leadership. This year, C+R commemorates a significant transition with the retirement of its first woman President, Robbin Jaklin. Her leadership has been a beacon of progress, paving the way for new leaders like Erin Barber, the incoming President + Chief Client Officer, alongside Paul Metz as Chief Executive Officer. This change in leadership at C+R Research signifies a new chapter for the company and reflects the broader theme of women’s evolving roles in shaping industries and societies. As we honor the legacy of women from all walks of life, the story of C+R Research serves as a reminder of the dynamic and transformative power of female leadership in the corporate world, celebrating the continued impact of women’s contributions across all facets of society.

View company profiles here and here.

Sociopolitical Issues Impacting Women Consumers Today by Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research

Women’s History Month is an opportune time for companies to consider the sociopolitical issues that are top of mind for women today to understand why brands need to be present and accounted for in the continued struggle for women’s rights in the United States. It wasn’t so long ago that women in the United States had little autonomy. For example, women could not even get their own credit cards without a husband until 1974. This is less than 50 years ago! Fast forward to 2024. There are a number of states enacting laws restricting women’s reproductive rights across the country. As the presidential election approaches, women are prioritizing voting in national and local elections to make their voices heard. Indeed, fighting to retain women’s rights is the most pressing issue to women today along with climate change, our State of Media, Entertainment & Tech: Consumer Engagement study found in the fall of 2023. Women also expect brands to show up in support of basic human rights. For example, in our recent study, almost 6 in 10 (58%) women consumers say it has a positive impact on their decision to buy from a company that publicly supports a woman’s right to choose. Further, nearly half (49%) of women consumers have already taken a negative action such as no longer doing business with a company or calling them out on social media because of the company’s sociopolitical actions or stances. I feel strongly that standing up for women’s rights is good for business, but more importantly, is a patriotic responsibility.

View company profile here.

Jill Kushner Bishop, PhD – Creating Connections Across Languages & Cultures

No matter where in the world Jill is or what she’s doing – she’s always focusing on creating connections across languages and cultures. After studying and teaching internationally, Jill brought her PhD in Linguistic Anthropology to the corporate world, where she worked as a user researcher for Sapient and then oversaw Language, Culture & Diversity Programs for 100+ Chipotle Mexican Grill locations. In 2005, she launched Multilingual Connections to help organizations understand, engage, and grow their multilingual audiences. Their customized services include bilingual research moderation, translation, transcription, and multimedia localization. When she’s not working, Jill is spending time with her husband and teen son, renovating houses, fostering puppies, traveling, and trying to make her garden grow.

View company profile here.

The silent superpower in young Latinas by Ana Patricia Castañeda, Group Account Director / Casanova//McCann

As we reflect on Women’s History Month, it’s inevitable to consider the journey of young Hispanic women. They navigate through intricate social and economic circumstances, shouldering substantial responsibilities, often caring for their immigrant parents. These Latinas, whether still in school or entering the workforce, take on diverse roles within their families, from translating to providing financial guidance, managing household chores, and nurturing younger siblings. Despite the widely recognized importance of family as a motivator for young Latinas, the weight of their responsibilities can become overwhelming. Shockingly, 79% of Hispanics refrain from discussing their mental and emotional health struggles out of deference to their parents, who they perceive as having endured greater hardships. Yet, it is their profound love for their family and their desire to honor their immigrant parents’ sacrifices that form the essence and superpower of these remarkable and resilient Latinas. This and many other insights can be found in the proprietary study “Truth about Bienestar” from Casanova//McCann.

Ana is a passionate, dedicated, and kindhearted professional, with a well-rounded 25+ years’ experience in Advertising and a multidisciplinary background in digital, retail and CRM. She has worked in both sides of the spectrum: the brand side and the agency side, allowing her to learn from different categories such as CPG, automotive, consumer electronics, financial services, pharma, and retail, to mention a few. She’s been with Casanova for over 7 years. Her experience includes managing national brands in her native Mexico, regional accounts in Latin America and global brands in both Mexico and the US, so leading teams to strategically win with our market and collaborating with our partners to successfully grow brands comes natural to her.  Her vast experience and having contributed with iconic brands such as Coca-Cola, Nestlé, HSBC Mexico/LATAM, Samsung, Procter & Gamble, Diageo, Pernod Ricard, GSK, Walmart, and Heineken among many others; have given her a diverse perspective of the industry.

View full company profile here.

AAPI Women in the Workforce by Eunice Mun, Strategic Insights and Analytics Manager at AAAZA

The lack of spotlight on the historical contributions of AAPI women has had a profoundly negative impact. While AAPI women aged 35 to 64 make up a significantly higher proportion (53% females vs. 47% males) of the total workforce age population (2022 American Community Survey), Asian women continue to be systematically shut out of leadership positions and are the least likely to become executives. Multicultural women deserve to be recognized for their vast contributions and impact they have had on the world around us. Their spending power and influence has had a significant effect on the success of many products, brands, and services. Companies and brands that acknowledge this powerful segment and genuinely represent and engage with multicultural women in an authentic manner will benefit significantly. -Eunice Mun, Strategic Insights and Analytics Manager at AAAZA.  Eunice Mun is an expert in market research, customer segmentation and Go-to-Market strategy. Her skills in utilizing MI platforms such as Gfk, GIS, Nielsen Scarborough, Claritas, Geoscape, GWI and the U.S. Census are instrumental in merging demographics, lifestyles and key cultural insights with data to deliver nuanced and targeted strategies for measurable business results.

View full company profile here.

Embracing Intersectionality: Insights from Women’s History Month and Multicultural Marketing by Iris Yim, Chief Strategist and Principal, Sparkle Insights

During Women’s History Month, it’s crucial to recognize the diverse challenges women face, especially within communities like Asian American and Pacific Islander (AAPI) populations. Understanding the intersectionality of gender with sociocultural dimensions is vital for addressing disparities effectively. In our white paper, based on the latest study from the Hispanic Marketing Council, “Navigating the New Multicultural Landscape: A Time to Redefine Multicultural Marketing,” we highlight this intersectionality. Disparities in occupational pursuits and wages within the AAPI community underscore the need for nuanced approaches to gender equality. For example, while some Asian Indian women pursue high-paying professions, Vietnamese women often encounter lower-wage roles. These disparities, shaped by cultural factors, immigration patterns, and biases, highlight the complexity of gender dynamics and the urgency of addressing systemic inequalities beyond Women’s History Month.

Iris is a seasoned researcher with expertise in both qualitative and quantitative methodologies, offering innovative solutions to clients’ business challenges. Her extensive experience spans various industries, including consumer packaged goods, travel, finance, automotive, and healthcare. Recognized as a thought leader in multicultural marketing, Iris has spoken at prestigious events such as Advertising Week and the Association of National Advertisers (ANA) Multicultural Marketing Conference. She serves as the Research Chair of the Asian American Advertising Federation and contributes to the Alliance for Inclusive and Multicultural Marketing’s Supplier Diversity Committee. Iris holds an MBA from the University of Michigan and a master’s degree in public relations from the University of Southern California. Beyond her research work, she is passionate about promoting her father’s art and has authored a book on drawing titled “Lessons in Masterful Portrait Drawing: A Classical Approach to Drawing the Head.” Committed to criminal justice reform, Iris mentors and collaborates with inmates to raise awareness about solitary confinement through storytelling on a blog for Adopt an Inmate. Her dedication, creativity, and passion shine through in both her professional endeavors and meaningful engagements.

View full company profile here.

Junelle Cavero Harnal, Head of Political, My Code

With over 25 years experience in government affairs, nonprofit management, political electoral campaigns and business development, Junelle Cavero Harnal heads My Code’s political practice, focusing heavily on identifying, persuading and engaging voters of color. Before joining My Code, she was a national presidential campaign advisor overseeing constituency outreach efforts in the 2020 presidential election cycle and led the first worldwide voter outreach program for Americans voting abroad. Cavero Harnal is also the founding CEO of Blue Knot Strategies, the oldest minority, woman-owned political consulting firm, supporting minority and women candidates nationwide. Cavero Harnal has served posts with Bernie 2020, Hillary for America, Obama-Biden, Obama for America, Hillary for President, Kerry-Edwards, Clinton-Gore and multiple federal and state campaigns. Cavero Harnal was the former Executive Director of Emerge Arizona and has held executive committee positions at the Arizona State Party and at the Democratic National Committee.

View company profile here.

Black Women in the Workplace by Kai Fuentes, President and Founder, Ebony Marketing Systems, Inc. (EMS)

In 2021-22, Kai Fuentes, President and Founder of  multilingual, multicultural research firm Ebony Marketing Systems, Inc. (EMS), led a full-service, national study of Black women to explore wellness in the workplace. The quantitative phase surveyed 3,963 Black working women followed by a qualitative phase that honed in with 40 in-depth interviews. The project identified proactive strategies that companies can employ to address racism in the workplace, thereby sustaining or improving the overall wellness of Black women. Mrs. Fuentes shares this quote from one Black woman in the study as bold encouragement to acknowledge each other every day not just during Women’s History Month: ““Acknowledge me. Acknowledge that you see me in the room. Acknowledge my ideas or the things that I’m bringing to the table. Don’t act like I’m not here.” As a minority female business owner, Mrs. Fuentes saw a need as well as an opportunity to develop a multicultural niche within marketing research. She brings 20-years of experience in qualitative and quantitative research studies which facilitate the identification of ethnic-bound perceptions and attitudes of the multicultural market. Under Mrs. Fuentes’ leadership, EMS has a reputation for accurate results, on-time and in-budget projects. Their success lies in the careful attention to detail; the field data collection department can handle any type of study in any marketplace throughout the U.S. In 2022, Mrs. Fuentes was named an IPC Laureate honoring a distinguished career marked by meaningful contributions that advance the profession. The IPC Laureate is a lifetime recognition of distinction in the field from Insights Association. Specialties: multicultural market research including Black, Latino and Asian/Pacific Islander; understanding multicultural intersexuality; qualitative and quantitative research methodologies; small business ownership work/life balance; corporate mindfulness.

View company profile here.

Laura Guerrero, Director of Content & Influencer Marketing, Diverse and Impactful Campaigns, Sensis

As the Director of Content & Influencer Marketing at Sensis, the largest independently minority owned multicultural agency in the United States, Laura Guerrero is responsible for the strategy and execution of diverse and impactful influencer campaigns across all offices and clients. In addition, she oversees content, social media, and digital efforts for all clients to relay an integrated digital presence reaching all communities with an emphasis on the hard to reach. One of her favorite campaigns was the launch of the COVID-19 State Awareness influencer campaign with the California Department of Public Health in the fall of 2020 which wrapped up in 2023 and resulted in over 400 diverse influencer partnerships and 1,500 pieces of engaging content across all platforms. Some of the clients she has been proud to work with during her time at Sensis include PAMA Liqueur, USC Credit Union, California Community Colleges, Reading Partners, Chef Merito, CA Recycle, California DMV, UnidosUS, California Realtors Association, and more. Relaying authentic messages digitally in ways that will not only resonate, but are impactful with the target audience, is always a challenge she is up for.

View full company profile here.

Jennifer M. González, Senior Vice President, Multicultural Strategy, C+C

Jennifer González is at the forefront of Multicultural Strategy at C+C, a communications, marketing, and PR agency committed to driving positive change by working with brands that are helping make the world a better place. With a passion for advocating diversity and representation in today’s marketing and advertising, Jennifer is actively reshaping industry perspectives on equitable engagement with multicultural audiences. Her strategic insights and leadership have resulted in award-winning multicultural initiatives for clients like the Washington State Department of Health, Energy Trust of Oregon, and King County Metro. Beyond her day-to-day responsibilities, Jennifer is a regular speaker at industry conferences, where she shares her expertise on applying Diversity, Equity and Inclusion principles to marketing strategies. Her compelling talks inspire audiences to embrace intentional approaches to multicultural marketing.

View full company profile here.

Lisa Skriloff, President, Multicultural Marketing Resources, Inc. (MMR) and Editor, Multicultural Travel News

Lisa Skriloff is the founder and president of Multicultural Marketing Resources, Inc. (MMR), celebrating its 30th anniversary this year, and editor and publisher of Multicultural Travel News and Multicultural Marketing News. On the web at multicultural.com, the company also publishes an online directory, The Source Book of Multicultural Experts, with featured expert companies in marketing to Hispanics, Asian Americans, African Americans, Native Americans, LGBTQ+ consumers and people with disabilities and a Multicultural Speakers Showcase of experts available for conferences, seminars and press interviews.

View full company profile here.

Featured Books

Let Me Explain Black, Again: Exploring Blind Spots and Black Insights for Marketing & Understanding Black Culture and Perspectives

Design for Identity: How to Design Authentically for a Diverse World

Would you like to see your company POV featured in our next theme newsletter? If you are interested in including your paragraph and logo in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: here or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com. Participation is free to organizations featured in our Experts Directory at multicultural.com/experts/. Sign up here to feature your organization/company on multicultural.com.

Next Issues:

April 2024 Newsletter

Multicultural Communications Month

Deadline for reservations: April 4th

Deadline for copy: April 8th

Create your Listing and Order here

Save the Dates for Key 2024 Multicultural & Diversity Conferences + events

Deadline for reservations: April 4th

Deadline for copy: April 8th

Order your Featured Event Listing here

For more info about participating in this newsletter email Lisa@multicultural.com. To see upcoming newsletters view our 2024 Editorial Calendar. Weekly and monthly banner sponsorships of the newsletter and stand-alone eblasts to our subscriber list are available. To learn about all advertising opportunities call 212-242-3351 or email Lisa@multicultural.com or visit multicultural.com.

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About This Newsletter 
Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to approx. 8,000 subscribers. For a free subscription, sign up here.