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Rethinking Gen Z: Why Culture, Not Language, Is the New Core of Multicultural Marketing, with Oscar Padilla
As brands navigate a fast-changing consumer landscape, one truth has become impossible to ignore: Gen Z is rewriting every rule of multicultural marketing. For years, language served as the primary indicator of culture, especially in Hispanic marketing, but new data from Culture Decoded, a study by ThinkNow and LatiNation, shows that thoseassumptions no longer hold.
Spanish as identity marker is declining. Culture is rising. And Gen Z expects brands to understand the difference.
In an era where identity is fluid, multi-layered, and shaped by digital environments, brands must rethink how they…
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