NEWS
Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural (MC) segments are leading the growth in the Home Improvement category, despite the spike in the price of building materials. Multicultural segments account for 60% of the share of growth, with Hispanics accounting for 39%, Blacks for 9%, and Asians for...
Navigating an increasily critical hispanic cultural environment
Tuesday July 26th at 11am PST / 2:00 pm EST Where is Hispanic Culture in Marketing in 2022? New research shows that Hispanic consumers, especially Gen Zers, are demanding more from brands that must adapt to new expectations or get left behind. The...
Why Data Transparency Matters
Carlos Santiago for O'Dwyerpr - We all know the indelible mark recent social movements involving diversity, equity and inclusivity have had on the communications landscape. There is a clear need to reassess who we are speaking to, the messages we are using and the...
Brands get a new metric to assess cultural relevance
AdExchange by Sarah Sluis.- When ads positively portray people from a racial or cultural group, or contain cultural insights that resonate with members of that group, they measurably boost brand KPIs such as purchase intent, brand loyalty and brand relevance. But...
Report: Majority of TV Programs Fail to Resonate With Diverse Audiences
Erik Gruenwedel for Media Play News - A majority of TV shows are not relevant to diverse segments of consumers and are, in fact, mostly inclusive and considerate of white, non-Hispanic viewers, according to a new study, the Cultural Insights Impact Measure from the...
Marketers And Programmers Are Seeking Cultural Relevance When Reaching Multicultural And Diverse Groups
Brad Adgate for Forbes - Among the ongoing trends in the U.S., have been the growth in original scripted entertainment shows and the country is becoming more ethnically diverse. These two trends are also interrelated. In 2009 there were 210 scripted programs across...
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows
Jessica Wohl for AdAge - Despite heightened scrutiny on their diversity efforts, brands advertising in the Super Bowl failed to improve on key inclusivity measures, according to a newly released study of the ads. Forty-five percent of the ads had casts that...
Watch: How COVID-19 changed the 2021 Super Bowl ad game
At Ad Age In-Depth: Super Bowl, brands, agency leaders and top creators discuss how the pandemic and fight for social justice influenced the plans and strategy for 2021 commercials. Jeanine Poggi for AdAge - A ..... CLICK HERE TO READ THE FULL ARTICLE