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.  

Register for this webinar to learn about the findings and hear from experts about what this means for brands.

Download the accompanying white paper here.


Maria Lowrey – Chief Growth Officer @ Direct Digital Holdings

Maria Vilchez Lowrey brings over 20 years of senior leadership experience spanning various industries. As the Chief Growth Officer at Direct Digital Holdings (Nasdaq: DRCT), a leading advertising and marketing technology platform, she oversees Business Development, Marketing, Public Relations, and Partnership Channel Development. DDH, the 9th black-owned company to go public in the U.S., leverages cutting-edge technology to connect companies with tailored digital strategies, serving middle-market companies to the Fortune 500.
Maria has spearheaded transformative initiatives for Fortune 500 retail giants and multi-billion dollar companies, showcasing her prowess in sales, business development, operations, and project management. Known for her dynamism and ambition, she excels in building new customer acquisition sales channels, scaling sales operations, and fostering strategic brand partnerships that drive substantial growth.
Recognized for her leadership, Maria was honored as one of the top 100 Diversity Leaders in Energy by the National Diversity Council in 2021. She is also deeply committed to community service, actively serving on non-profit boards focused on empowering underserved communities, particularly Hispanics, African Americans, and women.

Michael Roca – Executive Director, ELEVATE @ Omnicom Media Group

As Executive Director of ELEVATE at Omnicom Media Group, Michael Roca advocates for a more equitable media and marketing ecosystem by highlighting the business imperative of leading the work with an inclusive approach. He has also helped marketers such as Diageo, Google, and P&G diversify the mix of their media partnerships by shining a light on the capabilities of diverse owned, operated, and
targeted media. He has a proven track record of success in building culturally relevant and effective media strategies that drive brand growth and loyalty among diverse segments.
University. Michael also advances DE&II causes on the corporate front as the executive sponsor of OMG’s Hispanic/Latin BRG while also sitting on the board of directors of the Hispanic Alliance for Career
Enhancement (HACE), Hispanic Marketing Council (HMC), and the advisory councils of the Hispanic Scholarship Fund (HSF), and the Center for Hispanic Marketing Communication at Florida State University.

Dr. Marcus Collins – Assistant Clinical Professor of Marketing @ University of Michigan

Dr. Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For
The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. Marcus is an inductee into the American Advertising Federation’s Advertising Hall of Achievement and a recipient of the Thinkers50 Radar Distinguished Achievement Award
for the idea most likely to shape the future of business management. His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé. He writes a column for Forbes CMO Network and contributes to business scholarship.

Christopher Kuist – Founder @ Practical Stories

Christopher Kuist is the founder of Practical Stories, a consultancy he started in 2019, that works with businesses, as well as non-profits and social good organizations to help them develop strategic knowledge resources, data sets, and measurement practices.
Much of his work in the social good arena is designed to facilitate empathetic understanding and to unwind the biases that can inhibit the development of such understanding.
As an experienced researcher, organizational leader, and a self-described “lapsed academic” with more than 20 years of experience in research, Christopher firmly believes it’s how people
understand each other, how they build and nurture relationships, and how both of these combine to shape the world we live in.
His professional path began in media research began more than 20 years ago as a research analyst, followed by various other positions at Viacom, The Weather Channel/IBM, and the IAB, where he supported all the various aspects of modern media organizations – ad sales, brand management, marketing, content creation and monetization, and corporate strategy.
Alison Ciccione – Director, US Media @ McDonald’s