118 episodes

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.

The New Mainstream Podcast The New Mainstream Podcast

    • Economía y empresa

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.

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

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

    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.

    • 50 min
    Can the Insights Industry See Itself Clearly? with Ali Henriques

    Can the Insights Industry See Itself Clearly? with Ali Henriques

    As Women's History Month approaches each year, the
    remarkable strides women have made in business become increasingly clear. However, despite these advancements, certain industries, such as the insights industry, continue to struggle with leadership inequities and a lack of workforce diversity.



    While the insights industry prides itself on understanding and reflecting diversity in consumer populations, this awareness often stops short within its own workforce. This creates a troubling gap: the voices informing strategies may be representative, but the decision-makers interpreting and implementing those insights remain predominantly homogenous.



    This lack of diversity leads to blind spots and missed opportunities, potentially limiting strategy effectiveness and perpetuating biases. Closing the gap between measured and internal diversity unlocks the full potential of insights, creating more opportunities across the board.



    In this episode of The New Mainstream podcast, Ali Henriques, Global Director of Research Services at Qualtrics, delves deeper into leadership diversity and its impact on recruiting and retaining diverse talent.

    • 31 min
    Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor with Beatriz Acevedo

    Suma Wealth: Empowering Financial Inclusion Among Latinos with Insight and Humor with Beatriz Acevedo

    The evolution of financial technology, commonly referred to as 'fintech,' has undergone a remarkable surge in recent years, empowering consumers to conduct their banking activities on their terms from any location. So high is the demand for online financial tools that banks like Bank of America, which started shuttering its drive-through teller lanes in 2013 due to low usage,
    have pivoted to establish robust digital solutions. These solutions are tailored to help consumers manage their personal finances exclusively through online channels. This shift is not limited to central banks, however. Online banks like Ally Bank and neobanks like Chime are also vying for consumers' attention, offering both traditional and non-traditional banking services and greater flexibility than their brick-and-mortar counterparts.

    Among the consumers embracing fintech are Latinos, who do so at a higher rate than other demographic groups. This trend can be attributed to a few factors. The Latino population in the U.S. skews younger, and as younger consumers are generally more predisposed to adopting new technologies, fintech becomes a natural choice. Additionally, Latinos may face language barriers and systemic challenges such as discrimination, making fintech options more attractive and accessible.

    Regardless of how consumers choose to bank, most agree that understanding and managing one’s finances is essential to building wealth and economic self-sufficiency. For Gen Z, especially those subscribing to the concept of 200%, where individuals embrace their dual identity as both American and Latino and whose motivations for wealth-building differ from their parents and grandparents, using an in-culture digital-first financial platform to demystify complex financial concepts is key to engaging them.

    In this episode of The New Mainstream podcast, Beatriz Acevedo, CEO and Founder of Suma Wealth, underscores the importance of developing culturally relevant fintech tools to increase financial literacy in the Hispanic community. To download the SUMA App, click here.

    • 41 min
    Overcoming the Limits of Multicultural Marketing with Javier Farfan

    Overcoming the Limits of Multicultural Marketing with Javier Farfan

    While diversity and inclusion have recently come under fire in several industries, the expectation consumers set in 2020 for brands to be more inclusive stands. A ThinkNow study revealed that over 45% of consumers are willing to go out of their way to shop at a store they've never frequented if the brand has made a public commitment to D&I. Forty-seven percent of consumers are willing to spend more in a store.  This demonstrates a significant
    shift in consumer priorities, with many placing a high value on brands that align with their beliefs.

    While different, D&I and multicultural marketing often converge in practice, creating a powerful synergy for reaching and engaging diverse audiences. The growing multicultural majority in the U.S. has shifted consumer behavior, with individuals increasingly seeking brands that reflect their own diverse identities and values. As a result, multicultural marketing has become an essential tool for brands. A fundamental understanding of D&I and how it integrates into multicultural marketing, from representation to authenticity and cultural competency, helps brands realize the full potential of this
    synergy.

    However, the challenge with multicultural marketing often lies in the limitations imposed on it. Often, multicultural marketing is viewed as separate from mainstream marketing strategies, leading to limited budgets and resources that can negatively impact campaign performance and jeopardize relationship-building efforts with diverse audiences.

    In this episode of The New Mainstream podcast, Javier Farfan, Culture Marketing Strategist at the National Football League (NFL), delves into various multicultural campaigns the NFL has launched to effectively reach and engage multicultural audiences
    and how the league overcomes multicultural marketing pitfalls.

    • 49 min
    Inclusive Farm Bill Advocacy: Advancing Food Justice for All with Christina Wong

    Inclusive Farm Bill Advocacy: Advancing Food Justice for All with Christina Wong

    Soaring interest rates on borrowing and sharp increases in
    food prices have become harsh realities for many Americans. While there is speculation about inflation easing, the stark reality is that millions of Americans grapple with food insecurity.

    Many argue that the food system in the U.S. is fundamentally flawed. Despite boasting the world's largest gross domestic
    product (GDP), the nation remains plagued by rising rates of homelessness and hunger. Countless children go to school hungry every day, relying on free or reduced-price lunches, often their only nutritious meal of the day, before returning to homes lacking access to fresh, healthy food.

    Two common approaches to combating social issues like food insecurity involve programs and policies. One such program is the
    Supplemental Nutrition Assistance Program (SNAP), formerly known as Food Stamps, while the policy in question is the Farm Bill.

    SNAP serves as the first line of defense against hunger. However, the stigma associated with the program and misconceptions surrounding its benefits and accessibility have made it a target for some lawmakers and their constituents.

    Systemic barriers restrict access to the program for those who need it most. For instance, while seemingly fair on the surface, the requirement to work a minimum of 20 hours per week fails to account for the realities of life experiences stemming from poverty, such as lower education levels and criminal history, factors that can significantly impact employability.

    SNAP's modest benefits, amounting to essentially $2 per person per meal, are inadequate to cover the rising cost of food today. Nevertheless, it helps keep food on the table for families and supports small businesses like local farmers who grow and sell food to local markets, creating jobs in the community.

    Critics of the program point to a perceived lack of personal responsibility among those in need as reasons to dismantle it. However, hunger is not a consequence of personal failings but a symptom of systemic injustice. Programs like SNAP should
    be more inclusive of the people they serve and not be subject to policy changes designed to cut government spending without addressing the underlying needs that necessitate these programs. Such changes are often based on harmful stereotypes.

    Everyone feels the impact of an unhealthy food system. By actively informing Congress about the real-life struggles of those affected, we can collectively advocate for meaningful solutions.

    In this episode of The New Mainstream podcast, Christina
    Wong, former Director of Public Policy & Advocacy at Northwest Harvest, shares insight into the Farm Bill’s SNAP provisions and the push for food equity.



    Please Note: Christina Wong now serves as Vice President of Programs at Washington Conservation Action.

    • 33 min
    DEI: The Secret to Building High-Performing Inclusive Workplaces with Maria Morukian

    DEI: The Secret to Building High-Performing Inclusive Workplaces with Maria Morukian

    Consumers are demanding more from brands when it comes to
    diversity, equity and inclusion. They are tired of the social polarization surrounding DEI and how these concepts are exploited to foster division and isolation. They support brands committed to creating a culture of respect and understanding where everyone feels valued, seen and heard in the workplace and the marketplace.

    But too often, DEI initiatives in organizations go no
    further than high-level training and one-off workshops. DEI is more than bias training, however. It's about embedding DEI into all aspects of the organization, from hiring and promotion to product development and marketing.

    Brands demonstrating their commitment to DEI will resonate with consumers, especially multicultural segments and younger generations. These consumers are increasingly looking to
    support brands that align with their values, and DEI has become one of their core values. Studies show that African American and Hispanic respondents, for example, are the most likely to support a company that makes a public commitment to diversity and inclusion initiatives. They do this by sharing support on social media, spending more money at stores, and going out of their
    way to shop in specific stores.

    Removing limiting factors like bias and stereotype threat
    from organizational culture liberates employees to perform at their best, resulting in increased productivity, improved work outputs, and higher revenues.

    In this episode of The New Mainstream podcast, Maria Morukian, CEO of MSM Global Consulting, discusses how to build
    high-performing, inclusive workplaces that better serve employees and consumers.

    • 36 min

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