Women drive most household purchases and control up to 80% of consumer spending, yet many brands still struggle to connect with them. It’s important to remember that women are not just one audience—they are every audience. They are CEOs, athletes, doctors, artists, engineers, mothers, and innovators. They come from different racial, cultural, and socioeconomic backgrounds,…
Having a safe space to stash your cash is important. Financial institutions like banks and credit unions have long fulfilled this role by offering secure and reliable ways to safeguard your funds. As of 2023, 96% of U.S. households had a bank account, leaving approximately 5.6 million unbanked. Among them, Black, Hispanic, and Native American…
Ever notice how rarely you see pregnant women in ads? That’s odd, considering women control or significantly influence most purchasing decisions, impacting everything from groceries and electronics to cars and vacations. Yet, despite women’s undeniable buying power, pregnant women remain largely absent from mainstream marketing campaigns except for the obvious niches like diapers and maternity…
Remember the 2023 Hollywood writers’ strike? Fair pay was a factor, but the writers were fighting for more. They were defending the essence of storytelling in an era dominated by algorithms and rapidly evolving technologies like artificial intelligence. Marketers face a similar challenge: how to leverage the power of artificial intelligence to power brands without…
The recent Supreme Court ruling ending affirmative action in college admissions sent shockwaves through the landscape of higher education. Colleges and universities are charting a new path to bringing diversity to their campuses. It’s important to note, however, that while this unprecedented action curbs race-conscious admissions, it in no way should handcuff efforts to adopt…
When organizations think about diversity and inclusion from a marketing perspective, that often boils down to ensuring that members of the four primary ethnic and racial groups – African American, Asian American, Hispanic, and non-Hispanic White – are represented in collateral pieces, on websites, and so on. Inclusive marketing is more nuanced than that, and…
Identifying your target audience is one of the most challenging aspects of developing an effective marketing strategy. But it’s essential. If you are unsure about who your buyers are, it’s impossible to know what’s important to them, what motivates them, and why. Behind every need and want are cultural influences that help shape who we…