Multicultural Marketing News – Women’s History Month Profiles

Multicultural Marketing News March 2025

March is Women’s History Month

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:

• Women’s History Month: Generations of Women Educating and Inspiring (C+R Research)
• The Impact of Companies’ DEI Initiatives on Women Consumers (Horowitz Research)
• Still Making History — Women-Owned Businesses (Ebony Marketing Systems)
• The Importance of Women’s History Month Through the Lens of Hispanic Women in U.S. Media (Lopez Negrete Communications)
• The Impact of Anti-DEI Policies on Brands and the Role of Hispanic Women (Casanova/McCann)
• Sensis Innovates in Reaching Hard-to-Reach Audiences (Sensis)
• The Female Factor: Why Women in Leadership Are a Business Advantage (NRS Digital Media)
• A Salute to Women in Research (Culture IQ Group)
• Lisa Skriloff, President, Multicultural Marketing Resources, Inc. (MMR)

Women’s History Month: Generations of Women Educating and Inspiring

Women’s History Month is a time to honor the progress women have made over generations. This year’s theme Moving Forward Together! Women Educating & Inspiring Generations highlights the collective journey of women shaping the world. Each generation builds upon the contributions of those before them, influencing their peers and setting the stage for future change. As a Millennial, I’ve seen women push boundaries, take on leadership roles, and advocate for gender equality, pay equity, and reproductive rights. These conversations weren’t abstract; they were active movements that shaped my worldview. For Gen Alpha, these issues are not completely new debates but ingrained realities—signs of progress that reflect ongoing generational momentum. Beyond broad societal shifts, life stages also play a critical role in shaping how we engage in these conversations and who we look to for inspiration. A college student may be drawn to activists and educators; a professional might focus on workplace equity, and retirees may prioritize community initiatives. As a mother, I focus on how I can empower my daughter, learning from those who model the values I hope to pass down. Understanding this intersection of generational and life-stage influences is crucial for brands and organizations looking to connect meaningfully. C+R Research’s Gen + Life practice examines these dynamics, helping clients craft generationally and life-stage appropriate strategies. This year for Women’s History Month, let’s celebrate the headline-making achievements and the everyday efforts that inspire change. Moving forward together means recognizing the power every generation and life stage has in shaping a more equitable future. By Amanda Krivanec, Vice President, Quantitative Research, C+R Research, amandah@crresearch.com.

View company profiles here and here

The Impact of Companies’ DEI Initiatives on Women Consumers

Women’s History Month serves as a reminder for brands to consider what’s driving purchasing decisions for today’s women. For instance, as some companies reverse diversity, equity, and inclusion (DEI) initiatives, women consumers are taking notice. In fact, almost half (47%) of women consumers surveyed say that it has a positive impact on their buying decisions when a company has internal DEI initiatives to ensure women, people of color, LGBTQIA+, and other groups have an equal opportunity for advancement in their careers, according to the recent report, State of Media, Entertainment, and Tech: Social, Cultural, and Political Shifts. On the other hand, when a company eliminates their DEI departments and executives, a full third (33%) of women consumers say that it has a negative impact on their choice to support a company. This underscores how a company’s values really do influence consumer perceptions. It is critical for brands to invest in consumer research to understand what female consumers today—and especially women of color—expect from the brands they choose to support with their wallets. We look forward to helping guide our clients through this increasingly challenging business environment. 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.

Still Making History — Women-Owned Businesses

The number of women-owned businesses between 2019 and 2023 increased at nearly double the rate of those owned by men; and from 2022 to 2023, the rate of growth increased to 4.5 times,” according to a recent report from Wells Fargo. Digging deeper, these numbers are more impressive for Black women-owned businesses who increased average revenues by 32.7% and Hispanic women-owned businesses who increased average revenues by 17.1% outpacing the 12.1% increase of all-women owned businesses. What opportunities do these pioneering women offer your business?

• Opportunity to break-through any multicultural messaging by recognizing that “entrepreneur” is increasingly part of their demographic profile;
• Opportunity for B2B marketing to reflect the experiences and meet the needs of multicultural women;
• Opportunity to hire a multicultural women-owned business for your business needs – almost 15% of all women-owned business are in technical, scientific and professional services almost 1 million more than women-owned businesses in the more traditional fields of health care and social services.

Celebrate women’s history by honoring and supporting these women still making history!

Ebony Marketing Systems is certified as an MWBE (minority and women-owned enterprise by New York, New York City and New Jersey); WOSB (woman-owned small business).

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

The Importance of Women’s History Month Through the Lens of Hispanic Women in U.S. Media

Ana Crandell, Vice President of Media Services for Lopez Negrete Communications, is an accomplished marketing and media professional and dynamic thought leader with over 20 years of experience developing and executing integrated multicultural marketing and media solutions for Fortune 500 clients nationwide. A native of Bolivia who built a career in marketing and advertising in the U.S., Crandell is a trailblazer and advocate for growing the influence of Hispanic women in media. Early in her career, Ana transformed OMD Latino from a media planning entity into OMD Multicultural, a comprehensive marketing solutions provider. By integrating cultural intelligence into media strategies, she ensured that marketing efforts resonated with diverse audiences. She authored several studies and influential marketing and media playbooks that have significantly contributed to the industry, and played an integral role in the launch of the #SeeAll movement, a marketing industry-wide initiative to increase accurate representation of multicultural and inclusive segments. Ana owes her success in part to the changemakers that came before her, stating, “Women’s History Month is a chance to acknowledge the pioneers. Univision Journalist María Elena Salinas, Nely Galán, the first Latina president of Telemundo, and founder of We Are All Human Claudia Romo Edelman, have used their platforms to advocate for inclusivity of Hispanic women and girls in media. Representation isn’t just about diversity quotas; it’s about telling authentic stories that inspire the next generation. I am grateful I can honor and build on their legacy, continuing to reshape narratives and ensuring our voices are both heard and truly valued.” By Ana Crandell, Vice President of Media Services, Lopez Negrete Communications, ana.crandell@lopeznegrete.com.

View company profile here.

The Impact of Anti-DEI Policies on Brands and the Role of Hispanic Women

After the first months of the new US administration—whose objective includes eliminating Diversity, Equity, and Inclusion (DEI) policies in both government and businesses—the consequences are already directly impacting minorities like the Hispanic community. Within this group, Hispanic women face even greater barriers. Even with DEI in place, they struggled to access equal opportunities in education, employment, and leadership roles in the United States. The reaction from companies to these new governmental policies extends beyond mere budget cuts and the elimination of diversity programs. People are no longer willing to remain inactive while opportunities they have fought for over years vanish. Hispanic women, in particular, have worked tirelessly to carve out a space in the U.S. society, recognizing the immense power they wield as consumers and key contributors to the national economy. Recent mobilizations, such as “A Day Without Immigrants” and the “Freeze Latino Movement,” have shown how the Hispanic community is uniting through social media to highlight its economic impact and demand greater recognition and representation. A notable example is of a certain known retail store in the U.S., which, after announcing the reduction of its DEI programs, experienced a significant drop in stock value, is facing consequences with shareholders, and endured fierce backlash on social media. This incident underscores that corporate decisions regarding inclusion not only affect public perception but also jeopardize financial stability. Conversely, some brands have chosen to maintain—and even strengthen—their commitments to diversity. For instance, e.l.f. Beauty launched in 2024 the “So Many Dicks” campaign, spotlighting the persistent underrepresentation of women in public corporate boards, since even before the new administration came to power. These events underscore the formidable power of the Hispanic community. Brands must decide whether to earn their support or risk losing the trust of a vital consumer base. In this evolving landscape, Hispanic women play a pivotal role in keep demanding diversity, inclusion, and equity and show the resilience we always have had. Make no mistake—this is not a new problem, but it has worsened in recent days. Now, more than ever, we must fight back. By Adalía Vázquez , Sr Art Director, Casanova/McCann, adalia.vazquez@casanova.com.

View company profile here.

Sensis Innovates in Reaching Hard-to-Reach Audiences

At Sensis, we specialize in reaching the hard-to-reach, and Karina Diehl is at the forefront of leading that charge. As the Managing Director of Amplification, she leads earned outreach, directly overseeing reputation building strategies across an integrated marketing model. During Women’s History Month, we are calling out some of the strides women in the workplace have made. According to McKinsey & Company’s “Women in the Workplace 2024: The 10th-anniversary report” over the past 10 years, women’s representation has increased at every level. Most notably, women today make up 29 percent of C-suite positions, compared to just 17 percent in 2015. Also, according to the American Psychological Association, we know that when more women are empowered to lead, everyone benefits. As the largest culture-led agency, Sensis is committed to bridging gaps, elevating brands and fostering meaningful connections. Karina’s expertise in corporate responsibility, social impact and brand development aligns with this mission—ensuring that the voices of women in business are heard, amplified and empowered. She takes pride in managing a high-performing team and when it comes to client work, in positioning her clients as thought leaders in their industry. Karina is passionate about storytelling, brand elevation and delivering measurable impact, she thrives at the intersection of creativity, social impact, strategy and results. By Karina Diehl, Managing Director of Amplification, Sensis, kdiehl@sensisagency.com.

View company profile here.

The Female Factor: Why Women in Leadership Are a Business Advantage

Women’s History Month is a time to celebrate the impact of female leaders—not just throughout history but in today’s boardrooms, C-suites, and management teams. The numbers tell a clear story: organizations with strong female leadership often demonstrate higher performance across key metrics. Companies with women in leadership positions experience higher profitability, greater innovation, and stronger workplace cultures. A global study of over 21,000 companies found that firms with at least 30% of women in senior leadership roles were 15% more profitable than those without female representation (Peterson Institute for International Economics). Additionally, businesses with diverse executive teams are 25% more likely to outperform their peers in financial returns (McKinsey & Company). Beyond financials, female leaders bring unique strengths to decision-making, corporate social responsibility, and organizational excellence. Research shows that companies with more women in leadership report higher employee satisfaction and decreased burnout across both male and female employees. Women-led organizations also tend to prioritize long-term growth strategies over short-term gains, fostering sustainable success (Center for Creative Leadership). Yet, despite these advantages, women remain underrepresented at the highest levels of leadership. While women control over 70% of global consumer spending (NIQ) and make up nearly half of the workforce, they hold less than 11% of Fortune 500 CEO positions.The leadership gap presents a missed opportunity for businesses. Elevating women isn’t just about diversity, equity, and inclusion—it’s about driving better business outcomes. Women’s History Month gives us the opportunity to not only recognize the progress made but also continue to build up the women in our organizations making way for the leadership shifts that will continue to fuel success. The future of business is clear: more women, more wins. By Christina Grommon, Senior Manager of Strategy, NRS Digital Media, christina.grommon@nrsplus.com.

View company profile here.

Michele Cordoba and Ana Fernández-Rockwell, co-founders of Culture IQ Group, a research and strategy firm specializing in multicultural audiences, have long advocated for diversity and inclusion in marketing research. During Women’s History Month, they celebrate the contributions of women in research, highlighting the unique perspectives women bring to the field. Michele Cordoba understands the value of diverse viewpoints in market research, particularly in positions of leadership. She has both led internal corporate marketing departments and founded several independent market research firms, and in both types of roles she has encouraged the advancement of women to leadership roles. While women are a significant percentage of the overall workforce in the field of market research, a disproportionately small number hold executive-level positions. She sees this as both a challenge and an opportunity. Ana Fernández-Rockwell shares this vision, stressing the importance of women’s perspectives in research. At Culture IQ, her work includes conducting research among a wide variety of women, from students to working women to mothers, and sometimes all three. By elevating women’s voices, Fernández-Rockwell helps create a more balanced understanding of consumer behavior, especially regarding the needs and desires of women in the marketplace.  She also serves as a mentor for students and women in the early stages of their careers who seek to make their mark in the market research industry. Culture IQ is proud to work with many women-owned and women-led businesses that have blazed trails in multicultural recruitment, fieldwork, simultaneous translation, data collection and analysis, and other key aspects of the research business. Happy Women’s History Month to all!

View company profile here.

Lisa Skriloff, President, Multicultural Marketing Resources, Inc. (MMR)

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 company profile here.

Next Issues:

April 2025 Newsletter

Upcoming Key Multicultural & Diversity Events in 2025

Deadline for reservations: April 3rd

Deadline for copy: April 7th

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Multicultural Communications Month

Deadline for reservations: April 7th

Deadline for copy April 10th

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