Multicultural Marketing News December 2024 Outlook for Multicultural Marketing and Diversity in 2025 MMR asked top experts, from among those featured in our Source Book of Multicultural Experts Online, to provide their Outlook for 2025 from a multicultural marketing perspective. Enjoy our 14th annual edition of this newsletter published since 2011. This is the first of 2 special issues. Check back in Jan 2025 for more point of view mini essays. View past issues. - 2025 – Your Data-Wealthy Year of Multicultural Understanding (Ebony Marketing Systems)
- The Multicultural Mainstream Has Arrived (Claritas)
- 2025: A Turning Point for Multicultural Marketing (Sensis)
- Marketing Joy: Tapping Into Diverse Holiday Traditions to Build Authentic Connections (Sparkle Insights, Inc.)
- The Business Case for Diversity: Why Multicultural Marketing Must Lead in 2025 (C+C)
- LGBTQ 2025 Trends, back to the basics and back to print (Rivendell Media)
- Understanding the Needs of Today’s American Polycultural Audiences (Horowitz Research)
- Leading the Way in Multicultural Media: NRS Digital Media’s Perspective for 2025 (NRS Digital Media)
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Ebony Marketing Systems 2025 – Your Data-Wealthy Year of Multicultural Understanding 2025 brings multicultural marketers a wealth of data as the Census Bureau began releasing the 5-year analyses of the 2018 through 2023 American Community Survey (ACS). Beyond Census data, the ACS reveals more details of American life. For example, the ACS added the category “Work from Home” which has contributed to population migrations. If your target works from home, they might not move from their chair, but they may have moved that chair to a new state. ACS and other government agency data are key sources of secondary data. Savvy marketers can (and do) harness the power of secondary research to get business insights before conducting their primary research. While certain questions are unique to your business and can only be answered through primary research, the answers to many questions about your customer base are available through previously conducted studies. For example, the five-year ACS analysis breaks down housing costs as a percentage of income by race. Home ownership is the single largest wealth asset for Americans. Home ownership and real estate assets create generational wealth, thus the disparity of home ownership in Black and Latino communities contribute to a lack of future generational wealth. In addition, a recent study from the Florida State University Department of Sociology links home ownership to longevity as home ownership creates stronger social networks and psychological benefits while lessening health risks of substandard housing. The 2018-2023 ACS data releases will continue throughout 2025. Overlooking the potential of this secondary market research can prove to be a costly mistake for marketers and businesses. Ebony Marketing Systems Specialties: multicultural market research including Black, Latino and Asian/Pacific Islander; competitive intelligence; understanding multicultural intersexuality; qualitative/quantitative research methodologies; small business ownership work/life balance By Kai Fuentes, CEO and President, Ebony Marketing Systems, kfuentes@ebonysystems.com. View Profile |
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Claritas The Multicultural Mainstream Has Arrived According to the Census Bureau, the U.S. will become a majority multicultural nation in 2045. At Claritas, we believe this will happen much sooner, perhaps as early as 2035. In fact, the multicultural mainstream has already arrived in many meaningful ways. Forty U.S. DMAs (Nielsen Designated Market Areas) are already majority multicultural, including 8 of the top 10 DMAs that are the epicenters of business, law, politics and entertainment that influence our culture. The younger generations of our society, Gen Z & Gen Alpha, are likewise majority multicultural, as all future named generations are likely to be in our country. With more than 150 million people today, the U.S. multicultural population is projected to grow by 8.5% over next 5 years, while the non-Hispanic White population will shrink by 2.5% over the same time. To capture a fair share of this growth, brands will need a deep understanding of how, when and where to communicate effectively with multicultural audiences. As the leader in behavioral and cultural segmentation, Claritas is well-positioned to help our clients navigate the rapidly changing landscape of the American marketplace. Our Identify-Deliver-Optimize (IDO) framework offers a comprehensive suite of marketing applications, from identity resolution and cultural insights to creating syndicated and highly customized multicultural audiences and activating them across multiple channels, to measuring & optimizing campaign performance with the next generation of AI and machine learning solutions. Claritas has become a virtual one-stop shop for multicultural marketing intelligence & services. By Ron Cohen, SVP Practice Leadership, Claritas, LLC, ron.cohen@claritas.com. View Profile |
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Sensis 2025: A Turning Point for Multicultural Marketing As we approach 2025, the winds of change will shape the multicultural marketing landscape. While challenges loom, the year holds significant promise for brands committed to engaging America’s diverse consumer base and the potential for growth is undeniable. The first headwind lies in the retreat of corporate DEI (Diversity, Equity, and Inclusion) initiatives. With major brands like Walmart, Ford, and Molson Coors scaling back, the effects could slow the momentum in targeting diverse audiences. Meanwhile, stricter data privacy laws will complicate targeted advertising efforts, particularly in reaching Hispanic, Asian, and African-American audiences via digital media. Additionally, slower immigration rates and deportations could dampen the growth of the Hispanic and Asian markets. However, the 10-15 million immigrants who arrived over the past four years are likely to remain, ensuring the Hispanic and Asian markets continue their upward trajectory. Despite these challenges, the positives far outweigh the negatives. The focus is shifting back to the core economic and market potential of multicultural audiences. The “feel-good” DEI initiatives of the past are being replaced by strategic investments rooted in economic opportunity. The 2024 election results will likely underscore the growing political and economic power of these groups, sparking renewed interest in their influence. Additionally, the continued population and spending growth of Hispanic and Asian communities will command attention, while a strong economy and accelerated GDP growth will fuel marketing budgets, particularly in multicultural segments. The net result? 2025 promises to be a pivotal year for multicultural marketing. As brands refocus their efforts and navigate the challenges, the Hispanic, Asian, and Black markets will see a surge in activity and investment. Smart brands will seize this moment to deepen their connection with America’s diverse consumers, driving growth and creating lasting impact. By Jose Villa, President, Sensis and Chairman, Hispanic Marketing Council (HMC), jrvilla@sensisagency.com. View Profile |
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Sparkle Insights, Inc. Marketing Joy: Tapping Into Diverse Holiday Traditions to Build Authentic Connections The holiday season celebrates joy, togetherness, and cultural pride. For marketers, reflecting these traditions fosters inclusivity and connection. Latino Traditions: Latino celebrations like Las Posadas (December 16–24) and Nochebuena (December 24) emphasize family, faith, and hospitality. Las Posadas reenacts Mary and Joseph’s search for shelter, featuring traditional foods like tamales, pozole, and buñuelos, alongside drinks like ponche navideño and atole. These communal traditions inspire campaigns that emphasize warmth and cultural pride. Black Traditions: Kwanzaa (December 26–January 1) honors African heritage through principles like Umoja (Unity) and Kuumba (Creativity), focusing on community and self-reliance. Empowerment, artistry, and collaboration resonate with Black audiences during this time. Asian Traditions: Iranian and Afghan cultures observe Yalda Night (December 21), celebrating light’s triumph over darkness with poetry, pomegranates, and storytelling. The Chinese celebrate Dongzhi (Winter Solstice, December 21 or 22), marked by family reunions and tangyuan (glutinous rice balls). Many other Asians also prepare for Lunar New Year, starting January 28, 2025, which focuses on renewal, prosperity, and unity. Honoring these traditions through authentic storytelling, community partnerships, and culturally relevant visuals demonstrates a commitment to diversity. Highlighting Latino, Black, and Asian celebrations makes the holiday season inclusive, diverse, and fun for all. Sparkle Insights offers summaries from 3AF’s 2024 Asian Marketing Summit, featuring on Asian holiday campaigns and their successes. Download to learn more. By Iris Yim, Chief Strategist and Principal, Sparkle Insights, iris@sparkleinsights.com. View Profile |
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C+C The Business Case for Diversity: Why Multicultural Marketing Must Lead in 2025 The future of multicultural marketing in 2025 holds incredible potential. This field thrives on a rich diversity of backgrounds, cultures, unique experiences, values, and beliefs. However, cuts to DEI initiatives threaten the foundation of this progress. As Latraviette Smith-Wilson of Horizon Media recently noted, “DEI doesn’t lower standards or dismiss merit. It amplifies fairness, creating opportunities for all. It doesn’t make success easy; it makes it equitable.” This perspective underscores why DEI isn’t just about ethics—it’s a business imperative. Twenty years ago, I was introduced to the advertising industry through the MAT (Multicultural Advertising Training) internship, a program addressing the lack of diversity in the field. As a first generation Mexican-American Latina, I’ve seen how culturally informed insights contribute to campaigns that resonate with multicultural audiences. Without programs like MAT, the industry risks losing the authentic representation that drives success. Brands that invest in multicultural marketing create customer loyalty, with consumers 4.5 times more likely to support brands committed to ending inequality (Ad Age). To sustain growth, brands must commit to multicultural marketing as essential. This means partnering with marketing agencies that are intentional in their DEI initiatives, supporting BIPOC vendors and suppliers, and prioritizing hiring diverse talent. As marketing professionals, we must also champion DEI in conversations with clients and colleagues. Our work will be better for it. By Nancy Diaz, Senior Director, Multicultural Strategy, C+C, ndiaz@cplusc.com. View Profile |
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Rivendell Media LGBTQ 2025 Trends, back to the basics and back to print If you read my trends from last year, it was all about brand safety and well that is no longer a trend in 2025 but now a mandate. Brand safety means less untethered Social and certainly less Influencer marketing while for us it means more of a focus on why this market took off in the first place- which was long before DEI. Brands that need to reach men, consumers with higher discretionary income and the ever-elusive trendsetter consumer will find a market just waiting for them. Gone are the fair-weather advertisers and open is a market that is looking for new forward-thinking brands to embrace. Funny, as our business has finally tipped over 50% to digital in a print forward market- I am predicting print campaigns bigger than ever. Why? Well for one, print is still King in LGBTQ media and even most of the best digital extensions are off-shoots of the print product- think Out Magazine and Out.com. Print is warm and cozy and lasts. A great example was when Mercedes pursued the LGBTQ market with print and digital- the digital impressions were way over the top but later when they dropped print the digital performed just average and we find this to be the case with all our campaigns. Print’s decline was certainly not due to the readers not wanting print but to the costs involved and all the while Agencies wanted to show their clients just how good negotiators they were until they just asked for too much and provided too little and of course the pandemic did not help. The advertising industry devalued, debased and constantly wanted print to do more and as a result, they almost lost a good lasting platform for their clients. However, print learned its lesson and while it has stayed the top medium in the LGBTQ market- mainstream print is making a nice comeback. Have you noticed your holiday catalogs are back bigger than ever and quite a few titles like Life, Ebony, Playboy, Nylon, Vice, Sports Illustrated and Field & Stream are planning or have already returned to print. All advertising needs a base- to make all the digital igniters work. Have you ever tried to find something again on Social you forgot to like? Impossible! Social, Influencer and Event marketing all work best when the brand has a safe lasting place to stay, like TV, print or radio. In the LGBTQ market, we have no network TV and few options in radio which is also why print remains strong. Print drives digital and that has been the case with every campaign we have placed. There are also other reasons I believe print is necessary in the LGBTQ market but the most important is that it works. By Todd Evans, President and CEO, Rivendell Media, todd@rivendellmedia.com. View company profile here. |
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Horowitz Research Understanding the Needs of Today’s American Polycultural Audiences In old notions of multiculturalism, different groups were separate from the mainstream, treated as monolithic and siloed. Polyculturalism is an understanding that cultures exist together and are constantly morphing, merging, and influencing each other. In a polycultural model of thinking, there is no mainstream that is separate from the diverse groups that are within it, and what is the mainstream is constantly being changed and morphed as a result of cultural interactions. In the new media ecosystem, tapping into intersectional, polycultural affinities will be critical for growth. In our recent study, State of Media, Entertainment and Tech: Social, Cultural, and Political Shifts 2024, 2 in 3 (65%) American consumers enjoy content that gives them a glimpse of the experiences and lifestyles of people and communities from cultures that are not their own. Similarly, content that features diverse, multicultural people and themes appeals to 6 in 10 (59%) consumers. In 2025, we encourage brands to stretch the boundaries of their storytelling to authentically connect with today’s American polycultural audiences. By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, A Division of M/A/R/C Research, adrianaw@horowitzresearch.com. View Profile |
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NRS Digital Media Leading the Way in Multicultural Media: NRS Digital Media’s Perspective for 2025 In 2024, 60% of brands increased investment in multicultural and diverse-owned media. This not only marked a significant industry shift, but it also represented a real recognition among marketers of the increasing power of multicultural consumers and the importance of reaching diverse audiences through inclusive marketing strategies. This trend will intensify in 2025, with projections indicating that multicultural advertising spend will grow in the U.S. by another 8.4%. However, brands eager to reach and engage multicultural audiences, over two-thirds of whom shop online and are heavily influenced by social media, must do more than simply increase spending commitments. The focus must be on extending relationships to in-store experiences and driving authentic and meaningful connections with these influential audiences. Targeted in-store digital advertising campaigns that incorporate first-party transaction data bridges gaps between online and in-store engagement. In-store campaigns resonate with multicultural shoppers and drive outcomes, including sales lift, ensuring that inclusive marketing strategies and increased advertising spend targeting multicultural and diverse audiences translate into measurable success and real-world impact. By combining the precision of first-party data with cultural insights that multicultural consumers demand, and by capitalizing on the proliferation of in-store media networks now widely available within independent, community retail locations frequented by multicultural consumers, brands will be able to deliver culturally relevant, personalized campaigns at the point of purchase with increased frequency and effectiveness in 2025. By Kristy Day, VP, NRS Digital Media, kday@nrsplus.com. Contact Info: (844) NRS-MEDIA (677-6334); advertise@nrsplus.com; 520 Broad Street, Newark, NJ 07102 View Profile |
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