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

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.

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

The New Mainstream Podcast

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