IN CLEAR FOCUS: For Juneteenth and Pride month, Bigeye Strategy intern Wilberline Previlon explores inclusive marketing. We revisit podcast interviews wth thought leaders, including Pepper Miller and Sonia Thompson, and rediscover how understanding history, language, and identity can shape authentic brand strategies. We hear from Sandy Skees about the difference between being an ally, advocate, or activist, and why cultural nuance is essential for connecting with LGBTQIA+ and minority audiences.
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Episode Transcript
Wilberline Previlon: Coming up in this episode of IN CLEAR FOCUS.
Sonia Thompson: Representation matters. It permeates through every part of your organization, and that includes where your brand spends money.
Sandy Skees: A company cannot show up and speak out the same on all issues. You have to decide, are we going to show up as an ally, an advocate, or an activist?
George Zwierko: It’s sad to say, but I think there’s a lack of understanding of the value these audiences bring to the table.
Wilberline Previlon: You’re listening to IN CLEAR FOCUS, fresh perspectives on marketing and advertising produced weekly by Bigeye, a strategy-led, full-service creative agency growing brands for clients globally. I’m your host, Wilberline Previlon, strategy intern and student at the University of Central Florida. Thank you for being here with us today. Now, more than ever, consumers are expecting action from the brands they support. According to a Givsley report from May 2025, 53% of Americans state that they feel disappointed when a brand stays out of social conversations. Due to this trend towards social and political activism, it is important for brands to not only take action, but to be deliberate in the actions they take. Today, we’ll hear from several experts who have been guests on previous episodes of IN CLEAR FOCUS as we uncover the importance of understanding cultural nuance when marketing to LGBTQIA+ and minority communities. To start, Pepper Miller is a distinguished market researcher, author, and thought leader specializing in multicultural marketing with a particular focus on the Black American consumer market. In 1995, she founded the Hunter Miller Group, a Chicago-based market research and strategic planning firm dedicated to helping organizations understand and effectively engage with black audiences. She is the author of three influential books, What’s Black About It?, Black Still Matters in Marketing, and her latest work, Let Me Explain Black Again, which explores the blind spots and insights essential for understanding black culture and perspectives in marketing. In her book, Pepper identifies blind spots that prevent businesses and brands from getting it right with their black customers.
Pepper Miller: So I often talk about the top three, the avoidance of America’s history, misunderstanding the language of black culture and black identity. So the number one insight and blind spot about black people, and I’ve been talking about this for years and years, is not understanding our history. Black people, U.S. born black people in particular, have this lens in terms of how we see ourselves and how we perceive how others see us, this historical lens. And as a result of that historical lens in slavery that causes, is the reason behind the lens, it’s the why. behind the lens. We have different beliefs and behaviors. And the different beliefs and behaviors, we don’t leave that in our households when we go out of our dwellings. We take our blackness and everything in this lens with us and how we see things and how we perceive how others see us. And it is the most important insight for understanding black people because all these beliefs and behaviors, they ladder back up to it. Colorblindness, you know, the need to respect, which is king, being unapologetically black, smoldering coals, which is the pain and shame around history that comes out in many ways, it’s like a little spark that could something could happen and it could night reason why we sometimes we have these riots and marches and things like that. So understanding this history and the beliefs and characteristics associated with it, it is so important to connection and messaging and understanding this segment. That’s an example of the first insight. And then there’s identity in terms of how we see ourselves, Black, African-American. There’s mixed race. There’s the Black LGBT. There’s the Black Africans and Caribbeans. And, you know, identity is just so important. So those are a couple that I talk about a lot in my presentations. And language is the other thing that’s important. So for marketers, because we speak English, English becomes then the cultural identifier. And I’ve heard, it’s been said in my presence and not, they speak English, don’t they? As a reason for not investing in black research, black marketing, black advertising. My response is, yes, we speak English, or yes, I speak English, and are you talking to me? So helping them understand the importance of language and how we talk to each other, and not necessarily Ebonics, but how our culture is intertwined with our language, the language of blackness and what we see and what we do, and that’s really important as well.
Wilberline Previlon: Recognizing that marketers may not be aware of their own blind spots, Pepper suggests taking a fresh perspective.
Pepper Miller: I think one of the biggest stereotypes about black people that’s related to our history is stereotyping. And it’s been this cloud that continues to hover over black people. Some whites say, suck it up. What’s wrong with y’all? We had Barack Obama and you’ve got these leaders in the West. What’s wrong with the rest of you people, and they have these stereotypical messages about us. If one black person does something wrong or smaller groups, then that’s all of us. So an opportunity in terms of an actionable step is to make it the mission to overcome stereotyping. One of the examples that I talk about are black men and how they are stereotyped. When we think about crime, like, That’s one of the platforms for getting elected today with politicians. And when you think about crime, it’s usually black or brown people and mostly black people. And then that becomes black men. And then we hear on the news about the carjacking and the shootings. And it’s all black men are like this. And that is not true. And I show a lot of commercials how they’re starting to show black men as caring caretakers. And usually that comes from black agencies. And there’s recently, there’s been a commercial done by Amazon about this black guy who’s a security guard that wants to be a chef and he buys these knives and cooking utensils from Amazon and he’s practicing his cooking and he’s sharing it with one of his co-workers. It is so wonderful, but it is a stereotype breaker because it shows this guy, black man, typically might be a security guard who has a desire to do something else. But it’s what we see versus what white America sees. We see more and we see differently. We tend to scrutinize commercials and images about our culture differently. And that’s an example of overcoming a stereotype, showing a black man who wants to progress. And what I learned is when you get it right with black people, you get it right with mainstream. If that had been a white guy that was going through that, I just don’t think it would have the same impact on black people. We’re like, yeah, we get it. But because of that, it’s positive realism. It’s what we know in our community. So this mission to overcome stereotyping is important. And there’s a lot more speaking, you know, to us in terms of what matters. But that’s an example because I know we have limited time here.
Wilberline Previlon: For young people hoping to pursue a career in research and marketing, Pepper offers this advice.
Pepper Miller: Don’t be afraid to bring your culture and history to the table. It helps people understand and learn, and it expands the learning and insights process. And then to work for positive change. The research industry is notoriously not diverse. 70% of the research industry is white, 13% is Asian, and I think 10% is Hispanic, and only 4% is Black. And then Native American is point something. So we need to work for positive change.
Wilberline Previlon: As we just heard from Pepper Miller, true cultural understanding begins with acknowledging history, identity, and language. For marketers, that means recognizing the deeply rooted experiences that shape how different communities engage with brands. But insight alone isn’t enough. Action is crucial. That means moving beyond surface-level gestures to create messaging that’s grounded in authenticity and respect. With a buying power of $1.6 trillion in 2020, Black consumers are key influencers in culture, especially in music, fashion, and entertainment. Understanding this group is essential for brands aiming to connect with diverse audiences. Now we’ll hear from Sonia Thompson, an expert in inclusive marketing, customer experience strategist, and CEO of Thompson Media Group, as well as a former Johnson & Johnson marketer and regular contributor to Forbes and Inc. Magazine.
Sonia Thompson: So inclusive marketing is all about acknowledging all the many ways in which people are different, and then intentionally choosing which of those differences you are going to serve as a brand, and then incorporating the ones that you’ve selected throughout all parts of your marketing mix.
Wilberline Previlon: Sonia shares common misconceptions marketers and brand managers have about the Black community.
Sonia Thompson: This is a pet peeve of mine. Whenever people assume that the Black community doesn’t have any money, so whenever they feel like they want to reach out and engage the community, sometimes the default is what types of What programs do we need to do to offer some type of financial assistance or scholarships? Things that have an economic solution to them when there are groups of the population that may struggle economically, but that exists with all groups. All racial and culturally ethnic groups across the U.S. And I think that while there is systemic challenges that have impacted the Black community in particular, that hasn’t allowed us consistently, collectively to advance in as many areas, the assumption shouldn’t be that we’re all poor and economically starved. I remember I was having a conversation with some girlfriends and there was something that came out that kind of had that air of it. And she’s like, am I poor? Right? Not that there’s anything wrong with it, but we just don’t think of ourselves in that way. That’s not our lived experience. And it feels insulting that that’s what people immediately equate with people who are from this community.
Wilberline Previlon: So what are some of the ways Sonia typically helps brands get to know customer groups with whom they have no connection in terms of their cultural identity or ethnicity?
Sonia Thompson: I worked with two healthcare brands and did something similar where I helped them develop a deeper degree of customer intimacy for the people that they served. And that included doing some in-depth interviews, one-on-one interviews where I was the moderator. And that was significant because the process of seeing me and someone who looked like them, we were able to develop a very clear rapport very quickly. which allowed me to dig in deep on some of the topics that we were exploring and they shared things with me that they probably wouldn’t have shared with somebody else who didn’t look like them. So that was interesting in particular because we explored the role race played in their decision making and their perceptions and how they felt they were treated and ultimately that was going to impact their experience with the brand later on. Now, we’re exploring the role of race, not just with the brand, but just overall within healthcare. But knowing what role race played and exploring what role it did play gave the team a deeper degree of customer intimacy and cultural intelligence that would allow them to better tailor their programming and their support for this community because they had a much deeper understanding of who they were. So that was one thing. And another project that I’m excited about is I’m helping another client also in the world of healthcare, and we are helping them with their Spanish engagement strategy, in particular, from a customer experience standpoint. So that includes helping them with their translations, of course. But beyond that, engaging Spanish speakers isn’t just about translating content. that already exist. It’s about how can you develop a full-on experience with them in mind that makes them feel seen and like they belong, and that delivers a stellar customer experience that isn’t diminished because they speak or prefer a different language from English.
Wilberline Previlon: Following the international protests in support of the Black Lives Matter movement, the 15% pledge started as an online campaign that asked large retailers to commit to allotting 15% of their shelf space to Black-owned brands. Now, it should be noted that Sephora was the first large retailer to sign onto the pledge. But as we’ve seen recently, with widespread boycott of Target by Black Americans, consumers can turn their purchasing power into a form of activism. What’s Sonia’s take?
Sonia Thompson: Representation matters, but representation isn’t only about the photography or the talent that you’re using. It permeates through every part of your organization, and that includes where your brand spends money. So that can be with the talent that you hire. A wonderful sign or marker of how inclusive a brand is, is basically how representative their team is. It’s one thing to say, hey, we value the black community or people of color or the LGBT+ community. But if you don’t have any of the people from that community on your team, it doesn’t feel like you are as genuine about it or you haven’t put your money where your mouth is. Right. The same goes for supplier diversity. If you say you value diversity and you value other communities that are traditionally underrepresented and underserved, that isn’t just about reaching out to engaging people who can buy from you. It’s also about making sure that you are buying from people who are part of these communities. You are investing in people who are part of the communities and you’re being very intentional about doing it, that is a sign of a company that is serious and they are committed to diversity, equity, inclusion, and belonging. Whenever they put policies in place and their investments to run their business match up and they are aligned with representative of the communities that they’re serving. So there’s always going to be a positive, not only because it showcases the commitment of the company, But it should help these brands serve their customers better. So in the case of Sephora, having this 15% pledge in investing and making sure that they get to having 15% of the population, 15% of their suppliers be from the black community makes a lot of sense if the black community is, you know, just under 15%. So it allows them to better have products and services and resources that meet the needs of the customer. So it’s a win, win, win, all right.
Wilberline Previlon: Sonia offers advice on how teams that design products or are responsible for crafting in-store experiences can ensure that they’re taking an inclusive approach.
Sonia Thompson: Bake inclusivity into the process from the very beginning. I think a lot of brands do what they’re gonna do. They build their plans, they build their materials, they build their campaigns, and then the last 10% they start thinking about how can they make sure that it’s inclusive. It’s like they’re doing a check at the end and figuring out, okay, well, we might need to make some tweaks versus starting from the beginning of the process and baking inclusivity into it from the very beginning. So, for instance, my husband is from Argentina. He’s a new immigrant here to the U.S. and he still very much operates in Spanish. So, whenever we moved, we had to get a new car. We had to get two new cars, of course. So, I have mine. He has his. His car, everything is in Spanish, like the dashboard where you’ve got The radio, all the other controls and different things, the control panel. I think that’s what you would call it. It’s all set up in Spanish. His cell phone, whenever we got here, we had to get a cell phone. It’s all configured and set up in Spanish. Whenever we watch TV, if we’re watching Netflix, for instance, we watch it in English, but there are Spanish subtitles. These are all brands who didn’t think about inclusivity at the end. They baked it into their product development process. Each of them has done it in different degrees, but they thought about who are all the different types of people who have the problem that our brand solves? How might they be different? So how can we deliver product services and experiences that allows them to participate, that allows them to be successful that allows them to solve the problem that we help them with, even with the differences that they have. And you have more leeway to figure out what are the right solutions to bring more people along when you plan for it at the beginning versus doing it at the end and figuring out how can you retrofit or even if you can retrofit it at the end.
Wilberline Previlon: Let’s take a short break. We’ll be back after this message.
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Wilberline Previlon: Welcome back to IN CLEAR FOCUS. I’m Wilberline Previlon, Bigeye’s Insights and Strategy Intern, and we’re discussing inclusivity in marketing. Next, we’ll hear from Sandy Skees, Executive Vice President, Global Purpose and Impact Lead at Porter Novelli, and the author of “Purposeful Brands, How Purpose and Sustainability Drive Brand Value and Positive Change.” Discussing Chapter 7 of her book, Sandy explains the difference between the three brand personas, ally, advocate, or activist.
Sandy Skees: So anytime a company articulates its purpose, there’s an expectation that that company more and more is going to show up and speak out on social issues in particular. And we’re seeing this over and over. Today, especially, that’s the expectation. It started at COVID, certainly after the murder of George Floyd and the Me Too and Black Lives Matter movements. You see an expectation that companies speak out. In my theory of change, and in the book, what I talk about is, A company cannot show up and speak out the same on all issues. It doesn’t make sense from a business standpoint. And so the first thing is to look at the issues that are relevant to your business and then decide, are we going to show up as an ally, an advocate, or an activist? An ally means we are going to have a more passive, we’re here, we agree, we know this issue is important to our employees. and we recognize that these are important issues. That’s sort of allyship. Yes, we see this issue and we stand in solidarity. An advocate is willing to put a little bit more social capital, if you will, not capital in the sense of monetary capital, but more in the sense of effort in saying, you know what, we might sign a petition or sign on to a statement or stand alongside others. That’s what it means to be an advocate. An activist to take that stand on an issue means you’re going to lead change about that issue. Great example is Patagonia, right? They’re an activist when it comes to the environment. They have pushed for legislation. They have filed lawsuits against the United States government in terms of protecting public lands. They’re an activist when it comes to protecting the wild spaces in the environment. They show up more as an ally on some DEI and social issues. And it helps a company know how much effort and based on how relevant the issue is to the brand, to the company and your purpose.
Wilberline Previlon: In 2023, Bud Light was boycotted by some consumers after the brand sent beer in a personalized can to transgender influencer Dylan Mulvaney, who was commemorating her first year of womanhood. Although Anheuser-Busch’s CEO, Brendan Whitworth, defended the partnership with Mulvaney, two senior marketing executives immediately took involuntary leaves of absence. Several prominent Republican figures, including Ron DeSantis and Ted Nugent, supported the boycott of all Anheuser-Busch products, headed by conservative country singer Kid Rock. Due to this pushback, Bud Light distanced itself from Mulvaney, causing LGBTQIA+ and trans rights groups to question the company’s alliances. According to the Harvard Business Review, Bud Light’s sales continued to decline, showing a negative growth of 32% by the end of 2023. Sandy Skees shared her opinion following the threat of the boycott in May 2023, including lessons to be learned and advice for companies moving forward.
Sandy Skees: Can brands avoid this kind of controversy? The answer is no. When any activist group decides to take an action, in this case it was a marketing campaign, and use it as a spark to drive outrage, There’s nothing you can do about that because it isn’t actually about the person necessarily. It’s a means to create a bonfire of outrage over in a community that can have its outrage inflamed. But you look at a company like Nike and its supportive Colin Kaepernick, they had all the same kinds of outrage online and the company didn’t suffer long term. You might have a lot of negative noise on the social networks for a while, but it’ll die down. What I think is interesting here is you’ve had a smart marketing executive who understood where the next generation of customers are coming from and who that next generation is. By and large, Gen Z and Millennials and then alpha below Gen Z, they aren’t beer drinkers yet, but one day they will be. They are, by and large, completely accepting of the fluidity of gender and gender identity. They are more multi-racial, multi-ethnic than any generation before, and they have certain expectations of the companies they buy from. And so one of those leave of absence marketing executives understood and was making an attempt in a closed system. It was products sent to a particular influencer, in this case, Dylan Mulvaney, so that Dylan could talk to her followers. That was when that post got shared beyond her network that the outrage machine started. So this was not taking a transgender influencer and putting that person over in every demographic group. It was intended to help begin to create some affinity with a young, transgender-affirming community. So how do they show support? I think you continue to show support and expect this kind of backlash. Know that it’s coming from certain groups and build that into your plan to tolerate it and don’t engage with it.
Wilberline Previlon: So, we’ve seen that showing up with purpose matters, especially when it comes to LGBTQIA communities. But it’s not just about choosing to show up, it’s also about how you show up. That brings us to another critical point, cultural nuance. When brands try to connect with diverse communities, like Hispanic and Latino audiences, assuming one size fits all just doesn’t work. Let’s shift the focus to a conversation with Romulo Zuzunaga and Dr. Antoinette Perez, who explored this during our Hispanic Heritage Month special.
Romulo Zuzunaga: My name is Romulo Zuzunaga. I’m 25 years old. I’m from South America, Peru. I moved here when I was 23. My first language is Spanish. I grew up learning how to speak English, but all my culture is Latino. I manage a restaurant here in Lake Nona.
Dr. Antoinette Perez: I am Dr. Elba Antoinette Perez. I am a physician in private practice in the island of Puerto Rico. I am also the principal investigator for clinical research for major pharma. And here I am trying to represent as best as I can our Latino community.
Wilberline Previlon: When it comes to creating advertising campaigns targeting Latino and Hispanic communities, Dr. Perez and Zuzunaga find this to be the most important thing for brands to consider.
Dr. Antoinette Perez: I do believe that brands need to consider the label of a Hispanic. or a Latino is including a lot of different people. A Mexican cannot be considered to be the same person as a Puerto Rican, as a Dominican, or as a Cuban. There are subdivisions within the Hispanic community and within the Latino community. Never forget that, you know, Hispanic comes from Spain, and we are totally different from people from Spain. So, you know, I do believe that sometimes they fail to see that.
Romulo Zuzunaga: Also, there’s like stereotypes. For example, I manage this restaurant that I told you, I manage the restaurant, but I’m also server sometimes. So for white people, every single people that speaks Spanish must be Mexican or must be from El Salvador. So believe it or not, that is the way the big companies thinks about their Latinos or Hispanics targets. For example, I’m Latina, but I don’t eat tortillas. I’m Latina, but I don’t eat rice and beans. And that is a huge mistake.
Wilberline Previlon: Navigating the distinction between understanding and assuming is paramount for marketers and brand managers. Dr. Perez and Zuzunaga share some common misconceptions or stereotypes that companies should avoid when targeting Hispanic consumers.
Dr. Antoinette Perez: Oh, definitely the first one is that we are not in a party mode all the time. I think that there is progress in trying not to portray Hispanics or Latinos as having a lower intellectual ability or a lower academic preparation. There are a lot of professionals and that can be validated by the amount of Hispanic last names that you are seeing. Even in Congress, you can see it in government, you can see it in hospitals, you can see it among the professionals. We have a lot of Hernandez and Vasquez and Melendez and Perez going around.
Wilberline Previlon: 26% of all children in the U.S. up to the age of 9 are Hispanic, and more than half of the Hispanic population is under the age of 29. To learn more about how companies choose to advertise to Hispanic communities, we spoke with George Zwierko, the principal of RUMBO Marketing and the recipient of the American Advertising Federation’s Silver Medal for Advertising Excellence and Service. Here’s how the growing strength of the Hispanic population will impact popular culture and by extension, the kinds of creatives developed for advertisements.
George Zwierko: I think there’s an opportunity to look at our Hispanic audience and see that a good majority of our audience is bicultural, bilingual. It’s because they do skew young. I think there’s a greater opportunity for us to create campaigns that are more relevant and more relatable. The problem that we run into is that in the past, a lot of brands and many advertisers would strictly translate their ads. And I think that was because of lack of understanding of the Hispanic audience as a whole. The problem in translation is that if we create advertisements that are meant to be funny, witty, clever, highly conceptual, and then you translate that, those things don’t always translate correctly. And then what we’re left with is just a very bland advertisement. But what we like to do is really hone in on what can we create, what type of creative can we do and original content could be made that still keeps the essence of the original messaging.
Wilberline Previlon: George claims that brands should focus less on translation or making the words exact and more on transcreation or conveying the same feeling but to a new audience.
George Zwierko: That’s correct. And transcreation is just what that is. It’s taking your message, your content, your visuals, everything that you put into your campaign, and then developing an execution that’s going to be relevant to this new audience. It’s sad to say, but I think there’s a lack of understanding of the value these audiences bring to the table. I think many people in a variety of different positions just take a stance when it comes to communicating to other audiences. I don’t think they personally recognize the value, so therefore it won’t exist in any strategy moving forward. So I would say it’s narrow thinking or just missed opportunity. The spend is growing up incrementally. I don’t think it’s anywhere near where it needs to be. And I think there’s great opportunity for us to just re-evaluate what our spend does look like. And to us, it’s a very simple formula. we’re doing a local campaign and we’re going to communicate to our local audience and we look at the local population as being a certain percentage of non-Hispanic, a certain percentage is Hispanic, and so on and so on down the line. And we look at those audiences and we start to look at our customer profile within that population and we identify that you know, within the non-Hispanic market, we’re going to be speaking to this demographic based on what we know non-Hispanics do and Hispanics will do and African Americans will do, and then target appropriately and spend appropriately. So that might mean that, you know, I’m not going to take 100% of my budget and throw it toward one audience and then hope that if I pepper in some folks that look Hispanic in my TV ad, or I pepper in some people that look African-American in my billboards, that I’m going to be effectively touching those audiences. We’re going to miss something, whether that’s going to be in the message or in the execution of the creative. Somehow, someway, we’re going to miss the mark. And by missing the mark, we’re just doing an injustice to the brand. We’re not communicating that brand as effectively to other audiences as we did to our general audience.
Wilberline Previlon: Google has undertaken multicultural research and reported that more than half of Hispanic audiences are more likely to use English when conducting searches or consuming content online, even if they generally speak Spanish at home. George shares the strategies he employs to determine what language to use when developing advertisements designed to reach Hispanic audiences.
George Zwierko: What we do is we understand that our Hispanic audience, because they skew young, more than likely a good percentage of that population is bilingual, bicultural. So that gives us a great opportunity to effectively reach this one audience on two sides of the fence, because we know the consumption of this audience will be going back and forth. The ability to naturally go from English to Spanish is very fluid with a lot of Hispanic households. And we recognize that. And we’ll run that ad in English, but we pepper in some cultural nuances, things that we know are relatable. That could be a phrase. It could be, if we’re running commercial, it’s a gesture. It’s just these little things that we know are culturally relevant and are relatable to the people that we’re speaking to. It just makes it more real to our audience. Even if it’s in English, it’s just a better reflection of how they live their lives.
Wilberline Previlon: What this really comes down to is understanding that cultural nuance is not optional. It is essential. When we talk about reaching LGBTQIA+ and minority communities, we are not just talking about checking boxes or adding a rainbow to a logo during Pride Month. We are talking about deeply understanding the lived experiences, the language, and the values of the people we are trying to connect with. As we have discussed, from the need for intersectional campaigns to the power of community-led storytelling, it is clear that authenticity, intentionality, and respect make all the difference. It is not just about representation, it is about resonance. When you truly see people and speak to them in a way that reflects who they are, your message becomes meaningful. That is when brands move from being performative to being impactful. Thanks again to all of our guests featured in this week’s episode, Pepper Miller, Sonia Thompson, Sandy Skees, Romulo Zuzunaga, Dr. Antoinette Perez, and George Zwierko. As always, you’ll find a complete transcript of our conversations with timestamps and links to the resources we discuss on the IN CLEAR FOCUS page at bigeyeagency.com. Just select Insights from the menu. Thank you for listening to IN CLEAR FOCUS, produced by Bigeye. I’ve been your host, Wilberline Previlon. Goodbye!
TIMESTAMPS
00:00: Introduction to Inclusivity in Marketing
00:27: The Importance of Representation
01:57: Understanding Black Culture in Marketing
07:32: Advice for Aspiring Marketers
08:04: Cultural Understanding and Authenticity
08:52: Inclusive Marketing Strategies
09:18: Misconceptions About the Black Community
10:45: Building Customer Intimacy
12:52: The 15% Pledge and Consumer Activism
13:18: The Role of Representation in Brand Values
15:35: Baking Inclusivity into Product Design
17:48: Book Club Segment: Data-Driven Customer Experience
19:12: Brand Personas: Ally, Advocate, or Activist?
22:34: Navigating Controversy in Marketing
25:03: Cultural Nuance in Marketing to Diverse Communities
26:05: Understanding the Diversity Within Hispanic Communities
28:34: The Importance of Transcreation Over Translation
32:06: Strategies for Engaging Bilingual Audiences
33:03: The Essential Nature of Cultural Nuance
33:45: Conclusion: From Representation to Resonance
