Shows / The New Mainstream Podcast
The New Mainstream Podcast
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.
Episodes
The New Mainstream Podcast[Podcast] The Need for Multicultural Developers in Market Research Design Grows
Market research has traditionally been more reactive, “reinventing the wheel” with each new client request, resulting in new trackers and survey instruments…
The New Mainstream Podcast[Podcast] The Importance of Multicultural Sampling
Multicultural consumers comprise about 40% of the U.S. population and are important to brands searching for growth outside of saturated markets. Essential to…
The New Mainstream Podcast[Podcast] Black American Subcultures Matter, Too
At 13% of the U.S. population, Black Americans are key drivers of mainstream cultural trends. From music to sports, fashion, and the latest Tik Tok dances, the…
The New Mainstream Podcast[Podcast] Remix Culture: Multiculturally Influenced, Influencing Culture
Multicultural audiences are significantly driving mainstream identity and influencing emerging trends. According to UM’s Annual Cultural Dimension study, two…
The New Mainstream Podcast[Podcast] Building Latinx Brand Advocates Through Online Purchasing Insights
From search to content consumption, purchase to advocacy, Hispanic consumers take a unique collective approach to e-commerce. The ethos of this collectivist…
The New Mainstream Podcast[Podcast] Technology Makes Personal Finance Accessible to Hispanics
Financial literacy among U.S. Hispanics is lower, on average, than the general population. Numerous factors are contributing to the gap, such as youth…
The New Mainstream Podcast[Podcast] Not Just Campaign, A Commitment - Multicultural Marketing and The New Majority
Forty percent of American consumers are ethnically diverse, yet only five percent of advertising dollars are allocated to environments that are contextually…
The New Mainstream Podcast[Podcast] Elements of Culture - Audience Segmentation That Builds Trust and Credibility
Marketers looking to gain deeper insights into multicultural audiences must first move beyond blanket assumptions. Essential to doing that is leveraging data…
The New Mainstream Podcast[Podcast] Using Influencer Marketing to Progress Culture
Influencer marketing has the power to fuel brand buy-in. But its brands that work to progress culture in ways that inspire and contribute to society that…
The New Mainstream Podcast[Podcast] Multicultural Consumers Will Lead America’s Economic Recovery
Multicultural consumers are poised to be at the forefront of economic recovery in the U.S. Due to COVID-19, minority women-owned firms are pivoting to…
The New Mainstream Podcast[Podcast] Latina Businesses Hit Hard By Financial Losses During COVID-19
Before the pandemic, Latina owned businesses were among the fastest-growing in the United States. Now, many are facing the threat of permanent closure. Access…
The New Mainstream Podcast[Podcast] Common Ties: Cultural DNA Shifts Brand Strategy During Pandemic
Since the onset of COVID-19, global communities have been rallying around one another in solidarity, giving marketers a unique window into the cultural nuances…
The New Mainstream Podcast[Podcast] - Diversity and Inclusion Extends Beyond Recruiting - It’s Good Business
In the wake of global protests denouncing police brutality and racial inequality, many companies have issued statements of solidarity and are actively pledging…
The New Mainstream Podcast[Podcast] Semiotics, Culture, and Multiculturalism - The Intersection of Meaning and Marketing
Semiotics -- the study of symbols and their usage in a broader context -- is a major element of effective brand strategy but is often overlooked and…
The New Mainstream Podcast[Podcast] Data Analytics Reveal How Multicultural Consumers Communicate During the Pandemic
As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on…
The New Mainstream Podcast[Podcast] “Digital Sherpas” - Bilingual Hispanics Are Gatekeepers of the Digital Ecosystem
Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways…
The New Mainstream Podcast[Podcast] Fastest-Growing. Affluent. Culturally Confident. Asian Americans Raise the Bar
Asian American Millennials are rising stars in the cultural influencer market, outspending American Baby Boomers and emerging as pioneers of technology and…
The New Mainstream Podcast[Podcast] Getting Creative - How the Hispanic Restaurant Industry is Weathering COVID-19
Many small businesses are finding new ways to breathe life into their revenue streams during the COVID-19 pandemic to offset slow customer traffic and…
The New Mainstream Podcast[Podcast] Digital, Diversity and Youth - Upending the Value Chain
Today’s multicultural consumers are younger than the general population and tech-savvy, making mapping their digital DNA essential to a company’s value chain…
The New Mainstream Podcast[Podcast] Music Marketing Trends Reveal New Ways to Engage Multicultural Consumers
Music is one of the most prolific forms of cultural expression and influences consumer behavior and brand affinity. In this week’s episode, Nidia Serrano…
The New Mainstream PodcastRedefining Diversity & Inclusion Is Essential To Business Sustainability
In this episode, we examine how redefining diversity and inclusion positively impacts business performance and reveals unique opportunities for businesses to…
The New Mainstream PodcastPodcast: Growth Hacks for Minority, Women-Owned Enterprises
Latinos are the entrepreneurial engine of the U.S. economy. Latinas are starting more businesses than any other ethnic cohort and the trend isn't slowing down…
The New Mainstream PodcastExploring the Impact of Individualistic and Collectivist Cultures on Consumer Marketing
This podcast delves into the significance of Latin X, underserved yet influential consumers within the Hispanic market who drive significant revenue and…
The New Mainstream Podcast[Podcast] Using the Spanish Language To Better Engage Hispanic Consumers
This podcast explores the relationship between language and brand engagement and how Fortune 500 companies can use the Spanish language to fortify their…
The New Mainstream PodcastWhy Brands Can’t Afford to Ignore Social Issues Impacting Black Consumers
In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the…
The New Mainstream PodcastThinkNow Mobile App Trends Report 2018
The ThinkNow Mobile App Report is a nationwide survey that looks at how Americans use and perceive their mobile device apps. The report includes the following…
The New Mainstream PodcastThinkNow Report Media Report 2018
We track cross-platform viewing, streaming habits, gaming, and binge viewing habits across the total market. The study contents include the following: # Types…
The New Mainstream PodcastThinkNow Entrepreneurship Report 2018
ThinkNow conducted a national survey of Americans aged 18-64 across various ethnic groups. We asked them about their interest in starting businesses…
The New Mainstream PodcastThinkNow Social Media and Digital Usage in 2018
In our newest report, Social Media & Digital Usage in 2018, done in conjunction with mitu, we take a closer look at the latest social media and digital trends…
The New Mainstream PodcastThinkNow Hispanic Soccer Fan Study 2018
Our national consumer study of soccer fans reveals how Hispanics engage with soccer on social media and how they plan to follow & cultivate the World Cup…
The New Mainstream PodcastThinkNow Pulse Total Market Consumer Sentiment Report 2018
ThinkNow Research conducted its annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic…
The New Mainstream PodcastThinkNow Voice™ Total Market Smart Speaker Purchase Habits
Special Guest, Juleyka Lantigua-Williams, CEO & Founder of Lantigua Williams & Co., joins Mario X. Carrasco, Managing Partner at ThinkNow Research for the…
The New Mainstream PodcastThinkNow Retail™ Holiday Shopping Report 2017
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following: * Spending During The Upcoming…
The New Mainstream Podcast[Podcast] ThinkNow Media™ - Streaming Services, Gaming & Media Consumption Habits Report 2017
ThinkNow Media™ - Streaming Services, Gaming & Media Consumption Habits Report 2017 explores streaming and live TV habits of total market consumers. The study…
The New Mainstream Podcast[Podcast] ThinkNow Money™ – Total Market Personal Finance Insights
ThinkNow Money™ is a nationwide survey that investigates Americans' attitudes around their money and financial situation. The study looks at Americans as a…
The New Mainstream PodcastThinkNow Drive™ – Automobile Buying Trends & Habits Report 2017
The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight…
The New Mainstream Podcast[Podcast] ThinkNow Affinity™ Brand Loyalty Study
If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more…
The New Mainstream Podcast[Podcast] ThinkNow Gen™ We Are Gen Z: We Are Shoppers Report
While Millennials still get the lion’s share of attention, Gen Z, the demographic cohort nipping at the heels of their older siblings, are beginning to take…
The New Mainstream Podcast[Podcast] The Future Of Casual Dining? Asian Consumers
First quarter 2016 revealed the vulnerability of the casual dining industry. The bar-and-grill segment, typically a strong player, struggled, as the…
The New Mainstream Podcast[Podcast] Total Market Binge Viewing Report 2016
Binge viewing has not slowed down in 2016. Streaming services’ plot to keep us on our couches for as long as possible is working. Thankfully instacart is…
The New Mainstream Podcast[Podcast] African-American Consumer Sentiment Unsurpassed In Total Market
Earlier this year, ThinkNow Research conducted its annual consumer sentiment study among a representative sample of U.S. Hispanics, African-Americans, Asians…
The New Mainstream Podcast[Podcast] Total Market Virtual Multicultural Reality Report 2016
Virtual Reality has been feeling like it is on the cusp of being main stream for several years now. The purchase of Oculus Rift by Facebook for 2 billion…
The New Mainstream Podcast[Podcast] Sharing Economy Report 2016
Back in March, we started a conversation about the sharing economy. Industry disruptors like Uber and Airbnb have used technology and a non-traditional…
The New Mainstream Podcast[Podcast] HMP Wave 5: Asian Focus: Media, Entertainment & Technology
ast year we presented a series of reports on US Millennials with a focus on the Hispanic segment. An interesting thing happened though as we were comparing…
The New Mainstream PodcastThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017
By many measures, 2016 was an eventful year, to say the least, for Americans. From one of the most inspiring Olympics on record to a contentious presidential…
The New Mainstream Podcast[Podcast] ThinkNow Retail™ Asian Holiday Shopping Trends 2016
Our snapshot report looks at the top 5 insights uncovered from our ThinkNow Retail : Total Market Holiday Shopping Trends report. The study contents include…
The New Mainstream PodcastThinkNow Retail™ Hispanic Holiday Shopping Trends [Snapshot] 2016
Holiday Shopping season looks to be a bright spot for U.S. retailers, significant lift among Hispanic consumers expected. All signs point to a strong holiday…
The New Mainstream PodcastAfrican-American Millennials – Media and Technology Habits Report 2016
African-American Millennials cemented their position as trendsetters in the media and technology space in 2016. But this cohort has been setting the tone for…
The New Mainstream PodcastWhat Are Consumers Lovin’ About Fast Food? Maybe Not What You Think [Report]
Total Market Consumers Prefer Taste Over Health When It Comes To Fast Food Choices. The fast food industry is projected only to grow about 2% annually over the…