When the pandemic shut down schools and sent students into virtual learning environments, the disparity in access to reliable technology was apparent. Families in underserved and under-resourced communities found themselves at a disadvantage, having limited access to devices and internet services within households, putting students who are already at risk in jeopardy of falling further behind. If education is supposed to be the great equalizer that levels the playing field, then the digital divide tipped the scales.

Technology has the power to build equity in underrepresented communities in areas of education, healthcare, and economic development. For Hispanics, who at 60 million represent about 18% of the U.S. population, technology is the key to fostering upward mobility. By 2050, 25% of Americans will identify as Hispanic, and 6 out of 10 will be Millennials or younger. One out of three women will identify as Hispanic by 2060. So the future is clearly multicultural, but the opportunities for advancement aren’t keeping pace. Hispanics are underrepresented in Fortune 500s and in technology sectors, and Latinas face a significant pay gap.

Education is the long-term economic strategy, and technology is part of the equation. Creating pathways for Hispanics to learn technology skills helps diversify the talent pipeline for corporations and creates favorable conditions for Hispanics to launch tech startups. Unity is power, and it will take a collaborative effort by local, state, and federal governments and the private sector to ensure digital equity for everyone.

Lili Gangas, Chief Technology Community Officer, Kapor Center and co-founder of LTX Connect discusses ways tech companies and government can close the digital divide in minority communities and create access to equitable education.

Closing the Digital Divide for Latinx Consumers

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural impact is equally undeniable, shaping everything from music and fashion to cuisine and beyond. Yet, generally, brands fail to invest in the market research needed to truly understand the complexity of this demographic.

Like most multicultural consumers, Black Americans are not a monolith. Within this group are subcultures that extend far beyond skin tones and hair textures to differences in culture, countries of origin, geography and language.

Beyond demographics are psychographics, right? Traumatic events like George Floyd's death deeply affected many Black consumers, prompting shifts in their brand interactions. Despite these challenges, there's a growing interest among brands in understanding and serving Black consumers, particularly Gen Z. Authenticity emerges as a crucial factor, with Black consumers seeking brands that acknowledge them, invest in their communities and empower them.

However, the lack of diversity within the market research industry remains a glaring issue, jeopardizing efforts to engage this consumer group. The failure to build diverse and inclusive teams hinders authentic insights and decision-making processes, leading to tone-deaf marketing campaigns and underwhelming customer experiences. Brands that genuinely understand what Black consumers like and build real connections with them will discover a vast, hidden market just waiting to be explored.

In this episode of The New Mainstream podcast, Dawn V. Carr, CEO and Founder of Mahogany Insights, discusses the importance of increasing diversity within the insights industry and how it can lead to more meaningful connections with Black consumers.

Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers

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.

Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers

The New Mainstream Podcast

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