Diversity is often relegated to race. Some brands think they have checked the diversity box by showing black and brown faces in their brochures or commercial spots, and they’re wrong. Diversity is more than skin color, and there are many more ways in which people are different. Age is just one that is often overlooked….
The past two years have stretched many small businesses to the brink. Store closures, layoffs, and uncertainty coupled with COVID concerns made doing small business even harder. But small businesses have, once again, proven resilient, taking on new ways of doing business to continue meeting the needs of their clients while re-imagining how their teams…
When Apple announced plans to release its iOS 14.5 update, widespread panic spread among digital marketers. The upgrade implemented App Tracking Transparency (ATT). This gives users the option to opt-in or out of allowing other apps to “track” their phone usage, including digital behavioral patterns. So essentially, if users opt-in, advertisers can track where they…
Hispanics are the largest minority group in the U.S. and far from a monolith. Hailing from over 20 countries of origin, U.S. Hispanics represent a rich tapestry of culture and diversity, not to mention over a trillion dollars in purchasing power. As the population of U.S. born Hispanics continues to grow, we see a shift…
For many companies and nonprofits, 2020 was a challenging year. Revenue was down, and tension was up. But as we entered the fourth quarter, it became abundantly clear that a rebound was on the horizon. Brands needed to be ready for it. Savvy organizations set in motion plans to improve their visibility to attract new…
Spanglish, a hybrid of English and Spanish, is widely spoken across the U.S. and prominent in bilingual communities. This term can be traced back to the Treaty of Guadalupe Hidalgo in 1848 and the Gadsden Purchase of 1853. Mexico’s northern lands claimed by the U.S. eventually became today’s Arizona, California, New Mexico, and others. The…
Keeping donors engaged is one of the most important yet challenging tasks for nonprofits. It’s a heavy lift that requires a pipeline of content and resources to stay top of mind so you can earn your share of wallet. Donor stewardship, however, is an investment worth making as it’s an investment in the sustainability of…
Calls for social justice last year shined a national spotlight on disparities in contracts awarded to diverse suppliers. While this may have been news to the broader community, minority, women, veteran, and LGBT- owned business enterprises have been calling foul for some time now. The federal government has achieved its goal of awarding at least…
National Hispanic Heritage Month is in full swing. This month-long celebration highlights the contributions and accomplishments of U.S. Hispanics and, for marketers, presents an opportunity to connect with this thriving demographic. Brands have become increasingly aware that Hispanics are not a monolith. Factors such as country of origin, language, and acculturation weave a brilliant tapestry….
Cultural research is the foundation of effective marketing campaigns. Yet, some marketers fail to delve deep into the data to uncover meaningful insights. Others undervalue culture, in general, and write it off as too hard to measure. Big mistake, and here’s why. If you use language to communicate your marketing message, and language is the…