In today’s diverse and interconnected world, effective marketing requires more than clever slogans or broad demographic data—it requires understanding people. That was the heart of my conversation with Hernan Tagliani, who emphasized why representation and cultural relevance are critical to building authentic connections with consumers.

Too often, brands rely on general market research and assume it will apply to multicultural audiences. The result? Campaigns that fall flat because they treat groups like the Hispanic community, for example, as one-dimensional. The reality is far more complex—language, culture, regional differences, and generational dynamics all influence consumer behavior.

Why Cultural Nuance Matters

A common misstep brands make is translating a campaign into another language and calling it multicultural marketing. But language alone isn’t enough. Culture outweighs translation. A campaign that resonates in Mexico may not land the same way in Miami or Los Angeles, even though the audience may all identify as Hispanic. Similarly, Caribbean, American-born Black, and African immigrants each bring unique lived experiences that shape their consumer behavior. To ignore these nuances is to miss the heart of what truly connects with people.

Research Beyond the Basics

Real engagement begins with research that goes deeper than age, income, or education levels. Hernan shared how understanding that many Hispanic consumers live in multigenerational households can shape campaigns that speak to both younger and older family members. Or how knowing that Hispanic consumers are highly active online informs where and how brands should show up. When companies commit to uncovering the “DNA” of their consumers—what drives them, what matters most, what builds loyalty—they uncover opportunities that generic data will never reveal.

Representation at the Table

Representation isn’t just about the people in ads—it’s about who makes the decisions. Diverse voices in marketing teams and leadership are essential to asking the right questions and challenging assumptions. Without them, brands risk missing cultural signals, alienating customers, and leaving revenue on the table. The data is clear: diverse communities, especially Latino and Black consumers, are not niche markets. They represent trillions in spending power and are driving much of the population and workforce growth in the U.S.

Multicultural Marketing Drives Growth

Between 2010 and 2030, Latinos alone are expected to account for more than half of new homeowners in the U.S. By 2045, White consumers will no longer be the majority. These demographic shifts aren’t projections to consider “someday.” They are happening now. Brands that fail to reallocate budgets and strategies to align with multicultural growth are actively missing opportunities to build long-term loyalty and market share.

And let’s not forget: we live in a global economy. Consumers don’t only compare brands locally—they compare experiences worldwide. A marketing campaign must resonate not just across borders of language, but across borders of culture and identity.

Moving Beyond Quotas

This isn’t about checking a diversity box. It’s about building campaigns and teams that reflect the audiences we want to reach. It’s about making cultural relevance and representation part of the core business strategy, not an afterthought. Hernan put it plainly: if you’re not prioritizing multicultural marketing, you’re already behind your competition.

Final Thoughts

Marketing is, at its core, about connection. That connection comes from understanding people not as statistics, but as individuals with unique stories, cultures, and preferences. By investing in research, elevating diverse voices, and tailoring strategies to cultural realities, brands can create campaigns that don’t just sell products but foster trust, loyalty, and meaningful relationships.

Representation isn’t just powerful—it’s profitable. And in today’s marketplace, it’s no longer optional.