Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth.

Brands that succeed in multicultural marketing start by recognizing that inclusion is a business imperative, not optional. Data shows that in many regions, net population growth and the dollars that come with it are driven by Hispanic, Black, and Asian consumers. Failing to engage these audiences is a missed opportunity, putting brands at a competitive disadvantage.

For brands that are investing in multicultural marketing, authenticity is foundational. Campaigns that perform best are rooted in local insight and cultural nuance, often brought to life through relatable storytelling and community-driven engagement. For example, influencer partnerships that reflect real family dynamics, humor, and everyday experiences resonate far more deeply than ads simply translated from English. When creative control is shared with culturally fluent voices, brands earn credibility and build relationships.

Technology powers these relationships, offering new ways to reach, engage, and measure audiences. Artificial intelligence, for instance, can help brands understand consumers, but without culturally diverse data, it misses the nuances that define communities. Human insight is critical to ensuring inclusion and minimizing bias.

On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising andPresident of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurablebusiness impact for brands.