Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing

In collaboration with Horowitz Research, Direct Digital Holdings commissioned a survey of over 2,300 U.S. consumers to delve into the impact of Black/African American, Hispanic/Latin, AAPI, and LGBTQIA+ consumers’ brand perceptions and purchase behaviors on the general population, with a specific focus on Gen Z.  This comprehensive report features exclusive research findings complemented by insights from industry leaders and academics plus, showcases the importance of prioritizing outreach to multicultural and diverse consumers, as opposed to adopting a siloed approach, for brands and agencies alike.

View the on-demand session below to learn about the findings and hear from experts about what this means for brands.

Speakers

Christopher Kuist — Founder, Practical Stories

Alison Ciccione — Director, US Media, McDonald’s

Maria Lowrey — Chief Growth Officer, Direct Digital Holdings

Michael Roca — Executive Director, ELEVATE, Omnicom Media Group

MJ DePalma — Head of Inclusive Business Impact, Microsoft Advertising

Dr. Marcus Collins — Assistant Clinical Professor of Marketing, University of Michigan

Recorded on April 30, 2024