Diversity, equity, and inclusion have been at the forefront of public consciousness since 2020. While these tenants were commonly known in academia, awareness among the general public is relatively new. Many companies and brands, in particular, are now grappling with balancing consumer expectations for DEI and navigating their learning curve.

DEI doesn't exist in a silo, however. It's not a department or a destination – it's a journey that winds through every aspect of an organization. It takes the total commitment of executive leadership for DEI to permeate an organization's culture and show up in its practices, from hiring diverse talent to launching inclusive marketing campaigns. This is particularly pertinent for firms interested in multicultural marketing. Firms with little to no representation of diverse professionals will find it challenging to attract multicultural consumers, and these firms may also find it harder to attract qualified candidates. Like consumers, job seekers want to work for an organization that shares their values, especially Millennials and Gen Zers, who comprise a large percentage of today's talent pool.

In this episode of The New Mainstream podcast, Dominique Dickson, Diversity, Equity and Inclusion Manager at Heidrick & Struggles, explains why executive buy-in is crucial for building an inclusive workplace culture, attracting diverse candidates, and achieving better business outcomes.

About Our Guest: 
Dominique Dickson is a Diversity, Equity and Inclusion Manager at renowned executive search and leadership consulting firm, Heidrick & Struggles. She began her career there in 2016 as a member of the Global CEO & Board practice that manages recruitment of the world's top leaders across a wide range of industries. Dominique was promoted to the internal DE&I function at the firm in 2021. Prior to joining Heidrick, she held various corporate operations, communications, executive support and project management positions in the legal, asset management and business consulting industries.

DEI and Executive Buy-In: Why Hiring and Multicultural Marketing Are At Risk with Dominique Dickson

Being a creative leader in a role that requires you to advocate for people who are often othered is taxing on the mental. Liv Lewis joins us to add perspective and solutions on how to maintain your peace and thrive when personal and business values don't align.

Emotional Labor ft. Liv Lewis

Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche or specialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the core marketing approach. This shift involves incorporating multicultural perspectives into product development, pricing, placement and promotion—the four P's—ensuring these efforts are not isolated but integral to the overall brand strategy.
Market research is critical here. Post-pandemic, marketers have leaned more heavily into qualitative and ethnographic research to understand consumers deeply — not just their product preferences but also their lived experiences and the issues they are trying to navigate – by uncovering insights that traditional surveys might miss. This allows the brand to determine how to solve their problems by connecting the dots for them.
Deeper insights also enable more sophisticated segmentation strategies beyond demographic factors. Evolving from standard acculturation models, which categorize consumers based on their time in the country or language preferences, to more nuanced approaches that consider cultural mindsets and value systems enables marketers to connect more authentically with diverse consumer groups, recognizing that cultural identity is complex and multifaceted.
On this episode of The New Mainstream podcast, Glory Alcántara, Director of Multicultural Marketing at General Mills, discusses the importance of understanding and integrating multicultural perspectives into mainstream marketing strategies.

Marketing in a Multicultural World: From Niche to Core with Glory Alcántara

In October of 2023 Burrell Communications announced it was officially under new leadership. Boldly boasting a remarkable acquisition by the Black-owned private equity firm FVLCRUM Partners and Channing Johnson, a Los Angeles attorney at Loeb & Loeb, through his investment company View Park Capital. As apart of this leadership shift, Tara DeVeaux, former CMO of LA Based firm wild Card Creative Group, and managing director of its creative content division, 3AM, would be taking the big seat as CEO and ACTIVELY pursuing General Market work. In this episode, we chat with Tara about how she got here, how things are going so far, and what the future holds for Burrell Communications Group under her leadership.

The Next Era of Greatness Ft. Burrell Communications Group CEO Tara DeVeaux

In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media.
Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share.
Historically, companies housed multicultural marketing expertise in separate units. Over time, these teams were often folded into Total Market efforts. Doing so, however, diluted the specific focus needed to genuinely connect with diverse audiences.
As the U.S. moves towards becoming a multicultural majority, a nuanced understanding of the complex and multifaceted identities of diverse audiences becomes critical. However, many sectors underinvest in multicultural marketing and media despite the clear benefits. Brands must move beyond analysis paralysis and take actionable steps toward inclusivity. By incorporating these perspectives from the beginning, brands can create more authentic and impactful connections.
Tune in to the full episode of The New Mainstream podcast to gain valuable insights into the future of multicultural marketing and media.

The Cross-Cultural Advantage: Michael Roca on Rethinking Multicultural Marketing with Michael Roca

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.

Eavesdrop as Kai and Simeon bring the silo’d and uncomfortable conversations about diversity equity & inclusion in creative industries to the forefront, so everyone can participate. They'll say all the things you never hear in mixed company. Send advice, questions, share stories (good or bad) and suggestions at askmixedcompany@gmail.com

New tracks tagged #Multicultural Marketing