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i. Embracing Cultural Duality
c. Values

d. Cultural Marketing Pillars

VIII. A LOOK AT THE FUTURE

a. Hispanic Millennials & Gen Z

IX. RELEVANT CATEGORIES

a. Health & Wellness/Pharmacy
b. Home Improvement
c. Retail – Home Décor & Apparel

d. Automotive
e. Digital Journey

X. BEST PRACTICES

XI. FINAL THOUGHTS

XII. RESOURCES & CITED SOURCES

INTRODUCTION

The rapidly changing marketplace landscape has driven a significant shift in the
relationship between brands and consumers. Today’s consumers are more in control
of their shopping experience and brand choices than ever. It is important to
understand that the consumer landscape has and continues to change as well. The
2020 U.S. Census revealed that America is much more racially and ethnically diverse
than we thought in 2010 and is steadily growing towards greater cultural diversity. This
presents both significant challenges opportunities. Brands that deeply understand
multicultural Americans will be well-positioned to connect with consumers across

diverse segments. Race and ethnicity have become exceptionally important to
Americans’ identity. There is a heightened sense of pride that permeates how they
behave, the causes they aligned with and the brands they choose.