The American ethos of “individualism,” which prioritizes self-reliance, independence and frugality, has tremendously impacted general market advertising strategies. Marketing to Hispanic consumers, however, requires a different approach. The Hispanic ethos embodies collectivism, emphasizing the belief and practice of interdependence and interconnectedness among individuals. Twenty-eight percent of Hispanics live in multigenerational homes where bilingual-bicultural family members typically serve as digital sherpas for Spanish-dominant loved ones who need assistance with online purchasing decisions and online/offline searches.

Interestingly, when Hispanics search online, they prefer to search in English, particularly among the highly acculturated. Marketers may misinterpret this to mean that English-dominate or English-proficient Hispanics are receptive to general market ads when they are not. While advertisers may be reaching Hispanics with these ads, they are not truly connecting with them if they are not brand loyal. And how can they be brand loyal if they do not see themselves reflected in the campaigns? At that point, it becomes a transaction driven by price or availability, not a genuine connection with the brand.

To effectively engage with the bilingual-bicultural Hispanic market, brands must embrace and understand the importance of community, family, and shared experiences. Rather than solely focusing on individual benefits, marketers should emphasize these cultural values in their marketing campaigns. Highlighting how a product or service contributes to the collective well-being and fosters connections can resonate more deeply with Hispanic consumers.

In this episode of The New Mainstream Podcast, Maria (Lopez) Twena, Chief Marketing Officer at Adsmovil and children’s book author of the MariVi the Master Navigator series, discusses the importance of cultural values like collectivism to marketing to bilingual-bicultural Hispanics.

Meet Our Guest:
Maria (Lopez) Twena, Chief Marketing Officer, Adsmovil

Maria (Lopez) Twena serves as Chief Marketing Officer of Adsmovil, a leading minority-owned and certified mobile advertising and digital media pioneer.

An award-winning marketer with extensive expertise in technology, digital media, and branding, Twena has over thirty years of marketing acumen. Prior to joining Adsmovil, she served as CMO of Entravision Communications and as CMO of Pulpo Media.

Widely recognized for her expertise in branding, positioning, and multicultural consumer segments, Twena’s accolades include receiving the ADCOLOR Award (2009) for her groundbreaking achievement in identifying, segmenting, and targeting bilingual/bicultural Hispanics while at MRM (McCann Worldgroup). There, she founded a discipline that developed Best Practices for advertising to the Hispanic bilingual/bicultural cohort.

She has served as a Board Member of the Association of Hispanic Advertising Agencies and as a faculty member of the Association of National Advertisers (ANA). She is also a ThinkNow Advisory Board Member. Twena is a graduate of Loyola University of the South (B.A. Psychology) and the University of New Orleans (M.A. Mass Communications, with a specialty in Film and Television).

She has also authored a children’s book and TV series: MariVi, the Master Navigator Series, which follows its heroine, MariVi, a bilingual/bicultural character, and her family, the Abascals, as they adapt to life in the U.S. The first of the MariVi television series premiered on Nuestra.TV in April 2023.

What You Need to Know About the Bilingual Bicultural Hispanic Market with Maria Twena

In the dynamic landscape of sports fandom, one demographic stands out for its potential to reshape the future: young bilingual Latino fans. These individuals bring a unique perspective to sports, craving innovative ways to express their passion for the game. But that passion goes beyond the field to the experience, whether tailgating or engaging with brand activations. For brands to truly connect with these fans, they must seek to understand and cater to their needs, redesigning the fan experience to create a more inclusive and engaging community.

But what does that look like? Traditionally, sports fandom has been defined by loyalty to teams and players. But that’s evolving as bilingual Latinos navigate between cultures and languages. Understanding cultural nuances and generational differences within the Latino community can translate into higher ticket sales, greater demand for merchandise, and overall fan engagement for leagues.

Because of this, major sports leagues, such as the NFL and MLB, are increasingly embracing the importance of diverse narratives and communities within their fan base. Aside from drafting Latino players and sponsoring Spanish-language simulcasts, leagues and franchises successful at leveraging Latino fandom understand the elements of their sports entertainment offering that appeal to Latinos and invest in supporting those features.

Tapping into this demographic represents a substantial economic opportunity. With nearly 20% of the US population identifying as Latino and 40% considering themselves avid sports fans, there's immense potential for growth and innovation. However, capturing the attention and loyalty of young bilingual fans requires more than gestures like heritage nights, which can be perceived as performative if not integrated into a broader engagement strategy. Engagement demands a deep understanding of Latinos' cultural backgrounds and preferences and a commitment to authentic representation. Sports leagues must incorporate these insights into their growth strategies, ensuring the fan experience reflects the diverse communities supporting them.

In this episode of The New Mainstream podcast, Jesus Chavez, co-founder and CEO of CABRA Sports, delves into Latino sports fandom, exploring the strategies and cultural insights driving the industry’s evolution.

Revolutionizing Sports Fandom: Engaging Young Bilingual Latino Fans with Jesus Chavez

The marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to be represented authentically in advertising. For marketers, this requires a change in the paradigm, a move beyond general marketing strategies to embracing a multicultural marketing approach. Its effectiveness, however, hinges on the quality of the data driving the decisions.
Enter contextual technology. This powerful tool allows marketers to delve into the nuances of cultural identity and consumer consumption habits, including understanding specific media channels, content preferences, and purchasing behaviors of multicultural audiences. This granular data empowers marketers to craft targeted digital advertising campaigns that resonate deeply.
Artificial intelligence has impacted advertising, adding another layer of complexity as marketers navigate its use, contending with hallucinations and exploring unconventional sources of consumer insights, like synthetic data. But AI also brings about opportunities. By leveraging machine learning and rich contextual data, marketers can create hyper-targeted campaigns that speak directly to diverse demographics, such as Hispanic, Black, AAPI or LGBTQ+ communities.
Ultimately, embracing multicultural marketing with the support of contextual technology isn't just about driving sales; it's about building a future where everyone feels seen and valued in the media they consume.
On this episode of The New Mainstream podcast, Tony Gonzalez, CEO & Co-Founder at Mundial Media, shares how contextual technology can build deeper connections with diverse audiences to drive brand engagement.

Multicultural Marketing: Bridging the Gap with Contextual Technology with Tony Gonzalez

Despite the U.S. being home to the second-largest Spanish-speaking population in the world, investment in multicultural marketing, particularly Hispanic marketing, remains disproportionately low, representing just 6–7% of total ad spend. This is a missed opportunity and a risk for brands looking to stay relevant in an increasingly diverse marketplace. Ignoring this reality isn’t just shortsighted, it’s bad business.
To stay competitive, brands must reflect the communities they serve. Today’s consumers, especially Millennials and Gen Z, more than half of whom are multicultural, demand more than generic messaging. They value authenticity, cultural relevance, and purpose. These digital natives engage with brands across social media, streaming, and other digital platforms. For them, it's not just about what brands sell but the stories they tell on these platforms.
Telling those stores, however, has become increasingly difficult. Some brands may revert to “total market” approaches for short-term gains amid political tension and economic uncertainty. But playing it safe often results in diluted messaging that fails to connect meaningfully with any audience. Multicultural marketing isn’t going away. It is central to business strategy and, perhaps more importantly, business longevity. And here’s why.
Demographic shifts aren’t coming; they’re already here. The U.S. is on the fast track to becoming a multicultural majority. Even as some companies quietly rebrand or downplay DEI efforts, multiculturalism is moving forward. “Inclusive growth,” which links diversity to tangible business outcomes, is emerging as a competitive advantage for forward-thinking brands.
Others, however, treat multicultural marketing as an add-on rather than a strategic priority, often due to a lack of leadership, education, or long-term vision. Change must start at the top. Executives need to empower their teams, invest in insights, and reimagine how they engage because doing so pays off.
In this episode of The New Mainstream podcast, Hernan Tagliani, President and Founder of Tagliani Multicultural, explores how shifting demographics are redefining marketing and explains why brands that fail to invest in multicultural marketing risk being left behind.

Multicultural Marketing Isn’t Optional, It’s a Business Imperative with Hernan Tagliani

The New Mainstream podcast features real conversations about the cultural nuances impacting multicultural communities in the U.S. and its influence on brand marketing and the importance of DEI in strategic marketing conversations.

New tracks tagged #Hispanic Market Research