Good morning and welcome to the power of the New American Majority. Nancy, could you take us through the agenda this morning? Around how demographics fueled cultural change and who is acculturating to whom. The unique power of in culture and diverse content and environments to amplify brand trust and purchase attempt and is company leadership out of sync with an increasingly diverse works the workforce and you may market to diverse segments individually or collectively, but are you culturally effective or just coding Linda. And our speakers. All right, Nancy, tell it and we'll get to Nancy. I'd like you to give a little bit of a brief history when we get to that point. And my name is Linda Lane Gonzalez, and I'm the Program Director for Multicultural and Inclusive Marketing at the conference. Board. Before we get started, I want to make sure that for those that need an attendance certificate for this web cast, click the icon shown To download your certificate at the end of the web cast. You can use that to claim continuing education credits if you hold a certification. And there we go, Nancy. I'm Nancy Tellet and I'm a cultural researcher. I've been doing this since the mid 1990s globally, regionally, domestically, overall, and specifically as it pertains to Hispanics, blacks, Asians, and yes, non Hispanic whites as well. I've researched more than 23,000 non Hispanic whites, Hispanics, blacks, and as of 2023 Asians as well to gain cultural intelligence on behalf of the Hispanic Marketing Council, a nonprofit organization. I'm going to start out with a little story. I went to work at what was then Viacom and now it's Paramount in 2008 as a Vice President of Research and Consumer Insights. And one of the first things that I participated in at Viacom at the time was a research summit and other high level research employees. We were all asked to present for 10 to 15 minutes about what we thought was the biggest cultural change agent that would change America's future. Keep in mind this was 2008. Next, everyone except me said the Internet and technology. Well, absolutely. Definitely a huge change agent as we have all seen without a doubt. But I said data geek that I was and still am by the way, demographics. Specifically the non disputable fact that non Hispanic whites would soon become a minority while Hispanics, blacks, Asians, and other non whites would soon collectively outnumber them. I thought this would change American culture dramatically, change our politics, both divide and unite us as a country, and ultimately evolve American culture. And I stand by my 2008 judgment because demographics always win and evolution always wins. You can't stop it. Next, the non Hispanic white population decline was actually eight years ahead of what the census had originally projected in 2010. So back in 2010 they said as of 2020 the under 18 group would be 50.2% non white, non Hispanic, Well no Hispanic, non white and actually came in closer to 53% being this multicultural. So it happened earlier. We have estimated it happened in the middle of the last decade and for the under 30 fives to be non to be declined and the multicultural majority 2022 and the multicultural majority for under 50s in 2028. Hispanics, Blacks and Asians now account for 100 percent, 100% of America's population growth and Hispanics alone 70% of the current population growth since 2022. Next, did you know Hispanics are also expected to contribute 78% of all new US workers between 2020 and 2030? Next. And I love Valeria Piaggio and Kantar, and so I think her quote is particularly relevant about the multicultural majority power extending beyond black and brown people, she says in a recent study that she did. Imagine alienating a huge proportion of your customer base. That's what every brand is doing if they ignore inclusion and diversity. It's not just that you're failing to serve traditionally underserved audiences, but you're also alienating younger consumers who now expect brands to accept a wider range of identities. Meaning you're also alienating a lot of younger non Hispanic whites. Marketers need to future proof their brands next. It's business common sense to address the needs of Hispanics, blacks, Asians and the generations they sway. 6 and 10. According to our HMC 2023 study of everyone aged 13 to 49 said that they have purposefully chosen to try, buy or use a brand they knew to be diverse and inclusive. And according to some Kantar research they shared, 7 and 10 say diversity and inclusion perceptions influence their purchase decisions. So our 22 studies are very much In Sync. Next, Hispanics and Blacks 12 to 34 feel underestimated, underappreciated and under invested in by many brands. This is Kantar data. 68% of Hispanics, 77% of blacks say not enough brands do a good job of representing people like them or their community. And it's actually increased from 55% saying this that are Hispanic, 64% of blacks just a year ago, 7677% of Hispanics and blacks respectively. Say I'm frustrated by brands that treat people like me as an afterthought. Next today I'm going to share 5 meaningful insights from a study that we had a 47 page questionnaire and covered four different webinars of information. So I personally chose 5 insights to share with you today. Before we start, I often use the word diversity and I always like to give a definition because people can use words differently and maybe think different things. The inclusion of individuals representing more than one national origin, color, religion, socioeconomic stratum, sexual orientation, etcetera, and cultural literacy or cultural fluency. And sometimes now people are using cultural fluidity, which I actually really like, but they all mean the ability to understand and appreciate the similarities and differences in the customs, values and beliefs of one's own culture and the culture of others. And it's important to know that we learn our culture from childhood. So we don't often sometimes understand it totally. It's it was just part of our our growing up. And we learn other cultures when we interact with members of that culture. Next inside #1A big cultural story of the new American majority is about white people. I've been doing these studies for years and years and years, and this is the first time that a study showed me that the biggest, biggest insight was really about white people. In fact, I went and triple checked the data and made sure it was so next, white people under 50, because that's who we measured in our study. People 13 to 49 have changed. They're noticing their own whiteness more in an increasingly multicultural society because you learn about other cultures and even sometimes your own when there's all different cultures around you. They're no longer the default identity or as a New York Times magazine article writer put and I like the term cultural wallpaper. The we ask in our studies the top three markets of their personal identity and we offered 15 choices of which my racial or ethnic identity is one of them. For non Hispanic whites in 2020, 14% said that my racial or ethnic identity was a top three marker of their personal identity. Just three years later it was 26%. That's an 86% increase in a very short period of time for cultural change. I've watched cultural change happen over decades, not three years. For multiculturals, it didn't change that much. Four in 10 continued to say it, although it did increase 17% from 36% in 2020 to 42% in 23. Let's show you a video now. Really. So we're no longer the minority, we're the majority. I'm glad that, you know, I get to my culture, my ethnicity gets to be part of that majority. Super awesome. I love that. I think it'd be better because that way they see more diversity. I think that's awesome. It means that we are going to be the ones to make a difference in the world. If there's like no like overwhelming majority like that, probably be good in getting like everyone's voices out there, right? It would be a decreasing process when it comes to racism. Yeah. And then it could be more of a built on the bringing of all cultures together. All I'll say is I think with us becoming a more diverse country and more racially equal, all it's going to do is create is either going to do 2 things. We're either going to finally become the America that we need to be and become one unified front, or we'll just split into different factions of different sizes. I think that those young people need to be supported, especially as white people lose power. I think there's going to be a lot of tension and friction. Excited but scared because I thought that's like threatening to the white man. I think white men will probably be more angry and I think everything else will be better. With diversity, you get a variety of opinion, variety of perspective, experience, innovation, creativity. I think it's good. To be multicultural because people, because. They'll have a greater global perspective. They'll have a greater ability to empathize with people that don't look just like them. We've got another 10 years of people with really strong opinions that are less inclusive still being relevant before they're grossly outnumbered. See, I think you're pessimistic. I think this new general, I think the Gen. Z generation is like forging a new path. And I don't think I think it's going to happen faster than. X insight #2 The power of culture thrives in content marketing and advertising, and it's supercharging brand trust and purchase intent. Next, Hispanics, Blacks and Asians spend a lot of TV and movie time with their own in culture content and it's actually grown since 2018. And just so you know, Hispanics and Asians split their in culture time roughly 5050 between English and their language of heritage. So the percent of full length TV movie time spent in Hispanic, black or Asian content yesterday we asked about yesterday and it didn't vary by age, which was really interesting. It was pretty much the same percentages for a 13 year old and a 49 year old in 2018, which was the last time we asked this specific question. For Hispanics, it was 35% and by 2023 it was 41%, up 17%. For blacks, it was 39%, now 48%, up 23%. And since 2023 was the first time we were able to measure Asians, we got a benchmark at 30%. Next, in language TV channels where they're spending 50% of their time have a strong cultural connection important to them. Eight in 10, again regardless of age of Hispanics view Spanish TV and 45% say frequently 58% of the foreign born first gens. Not surprising saying they view it frequently. 50% of second Gen. form US born of a foreign born parent and the number that I found most interesting was 33% of third plus gens. That means 3rd, 4th, 5th, 6th, 7th generation still say I'm viewing in language content frequently. 5 and 10 Asians view Asian language TV 20% frequently. And as one person said, unique content 100% foreign about my culture and it's a primary way I connect with it. Next 6 and 10. Again across all ages. If there's a significant difference, I will call out an age. Hispanics and blacks say brands with ads seen within an in culture environment are more trusted and more likely to be purchased. And five and 10 Asians of of all ages also agree with that statement. You can see it was 62% for Hispanics and blacks and it was 53% for Asians saying brands with ads seen within an in culture environment are more trusted and more likely to be purchased. Next 6 and 10 again, all ages except for whites. Here there was a difference in some of the whites with age, but six in 10 Hispanics, blacks and Asians said brands with authentically in culture or diverse ads are more trusted and more likely to be purchased. And that word authentically is underlined because it can be done inauthentically and we'll talk more about that later. 65% of Hispanics and blacks of all ages agreed that brands with authentically in culture or diverse ads are more trusted and more likely to be purchased. 52% of non Hispanic white teens and 41% less of the adults. If you remember, one of the things in the Kantar quote was about how the younger generations are really in line in terms of thinking about culture and diversity with Hispanics, blacks, and Asians, and you can see that in the difference between the white teens and the older white group. Next, English only speakers of all cultures expect Spanish and Asian language content available to them via dubbing in subtitles. They think it's a right. They expect no barriers in today's Everything Everywhere all at once content reality where you can watch K dramas and from Korea you can watch things like Lupin from France, you can watch stuff from all over the world and they want subtitles next. 72% of us cross cultural content work cultural content, cultural worlds every day. A mainstream content world meaning white and American kind of with satellite in culture and global culture world kind of radiating around it no longer exists. It's just all mashed together for most 13 to 40 nines. It's not uncommon for the very same person that we spoke to in Quant and Qual to watch the Blacklist anime, Snowfall, Elite Day, BMF, and Lupin things from all over the world, or for other cultures other than their own next. Let's take a look at a video. Jacob Virgin, that's. Oh, that shows. I watch the anime I watch. Like Tokyo Bloom, Bleach, Naruto, Blue Lock, Haiku. Yeah, I'm very culturally like spread out. I haven't seen the new season 3. I think of Atlanta, but I saw the 1st 2:00 and then I watched Dear White People on Netflix and Insecure on HBO. So Power, BMF, all of those things. I can't get enough of it. Regular network, Chicago PD 911 Amsterdam, things like that. I watched the blacklist and HBO Max and Hulu and stars. I watched BMF and power and you know the black this more for the white people. You know, we watched this series together called Lupon LILUPIN. It's a French based show. I think it's if it's good like it doesn't matter what language is to. I think this TV show called Never Have I Ever, It's a show on Netflix. And the main character, I feel like she's very like relatable. She's Indian. I was watching. This one show called Money Heist, that's a good show. That's a good show, man. That show was fire. Well, I watch a lot of anime and I've also watched several K dramas live with my family. I just saw the. Glory. It was so good. It was so bad and I had to keep watching it to see what would happen. Love Jane the Virgin, so good. Love it. I love like the character of Jade. I love when she speaks in Spanish with her family. Like it's just a show that's just unafraid to be Latin X and it's, you know, I'm not Latin X. It's really comforting. Insight #3 People of Color The words people of color equals personal identification for 51% of blacks, Hispanics, and Asian adults. Less so for most teens. We ask people if they personally identified as a person of color. 89% of blacks 18 to 49. The adult group we spoke to said yeah, I do 59% of Asians, 18 to 49 said yes. 52% specifically of Mexican Hispanics said yes. 13 to 49 Mexican Hispanics and 51% of US born Hispanics 18 to 49. Now we drop to the 50% mark with Asian teens and below it 43% with black and Hispanic teens. So you can see that that personal identification declines with age next. Now, many who internally identify as a person of color said that they hesitate to do so externally because it might be perceived as a form of appropriation from those darker than they are in their own or other segments or black specifically, who have been through so much more than they have, which was a common refrain. And as one woman said to us, she was a Latina. I'm physically very pale and don't think that that's a title for me to have. I don't want to appropriate ever. Next, personal identification or not, the words people of color or person of color do signify unity for 8 and 10 Hispanics, blacks, and Asians. So whether it's a personal identity or not, it is a unifying identifier for power and for cultural comfort, forging relationships and networks to support one another. We asked whether they thought that people of color groups will come together for power to leverage political clout. And you can see eight in 10 whites and all three multicultural segments we spoke to Hispanics, blacks and Asians, said yeah, as far as cultural comfort, coming together for cultural comfort, that increased to 9 in 10 next. I I think we have a video coming up. OK, talk about it. So what about the term person of color? Do you identify with it at all? Yes, I personally call myself a person of color like I think I am of. Color I definitely would consider myself like a person of color because I'm I'm not like like I'm definitely not as white as you like you, you don't even look like you're Latino passing. I identify the person of color. As well. So now everybody has the same experience just because they have color. But I still do identify as a person coming for sure. I do identify with it in a similar way to Asian. I'm really like just physically very pale. And so I, I don't think that that's a title that I necessarily like. Not dessert. That's not the right word, but I don't I don't feel like it's for me to have. I don't want to appropriate ever. I mean, we, I mean, I am a person of color. I say person of color. Oh, I say I'm Mexican. Oh, yeah, Mexican. I believe like Mexican do belong with us. My mind goes to is an African American person a person of color? Even though I do think that even Hispanic, even Hispanics, Latinos are part of that category. Personally, I never adopted it nor do I plan on doing it. Yes, I'm Pakistani but my skin color is really light. But I do believe that Pakistani Americans, and like all Asian Americans, are people of color. I'll say people of color traditionally was used for African Americans and Hispanics. Even Asians decided that. I would say you probably should ask that person if they're comfortable with that. When we talk about organizing and we talk about protests and we talk about lobbying for certain laws like that term makes sense. And do you believe that Hispanics have things in common with other POC? Yes, I feel like we just all kind of relate to it, that we kind of like stand up for each other sometimes. How far we have come as people of color. For a long time we were looked down upon and you know, now we got the Black Lives Matter movement and the Latino movement, all this and other things. We're all trying to come together. We represent power. Insight #4 Academic success equals and ladders up to financially stable jobs, which ladders up and equals success for pretty much all the 13 to 40 nines that we spoke with in a place in the declining middle class. And it has actually been studied and documented that the middle class since the boomer generation has been shrinking. Plus many side hustles for extra money are happening with people. And personal success is increasingly defined by job and academic metrics. Now, we've been tracking success equalling, you know, different kinds of metrics since 2014 for adults and for teens since 2020. And those that say success is equaling the best possible possible job in academic metrics was 19% for teens in 2020, and it had jumped tremendously, 84% to 35% in just three years. Again, there's been a lot of cultural change happening in the last few years with adults. You can see we started in 2014 with 14% saying success was tied to this. It was at an all time low in 2020 with 8% and again up 71% in just a few years to 24% in 2023. Next 18 to 40 nines the adults spend 58% more time working then playing versus 2014. Our work hard culture is documented quantitatively. If you take a look at your average week, how was your time divided yesterday? And you can see in 2014 where we measured adults, only 45% of yesterday was spent working or studying or doing chores, some form of work. 55% was spent playing, having fun, not working. By 2023, adults were spending 71% of their time working, studying, doing chores, and only 29% of their time playing and having fun. And for teens in 2020, three, 65% of their time was spent working and studying or doing chores, and 35% playing and having fun. And this was consistent across all all races and ethnicities. This was more of a broader cultural thing that was being displayed that affects everyone. Next, today's work hard culture isn't just for adults. You could see how teens just went sky high. 52% of employed adults 18 to 49 that we measured quantitatively have a side hustle to earn more money and 50% of teens are employed. And 41% of teens that we surveyed said that they are teen entrepreneurs making money outside of employment. And this was true for four in 10 non Hispanic white and non white teens. So again, not much change or difference by race or ethnicity. Next. Watch a video. Yeah, to just be comfortable, to be secure, solvent, not stressed about money. Realistically if I can move for like 100K job, like you know, with the not like that, I'm kind of investing into my future. I think money is a factor. I think it would be fools to say it's not. But yeah, it, it I, I do think that money is important, but only in as much as to allow you to live the life you want and care for those that are important. Finances like making sure that my my children are taking care of financially financial and defense like I don't have to worry about money for me I'm financial freedom I'm. Not having to worry about money. I think success for me, I think in the future is to be able to provide for me and my family. I think a successful life is having enough money to take care of my family and being able to enjoy that life and have. Time to do that. Just being able to work. Have a a job where you don't have to worry about bills and you could live comfortably and you're happy doing that job or maybe not even happy doing that job. Financial stability for me, I I hate that that's like the same as at my floor, but it's just making above 6 figures and just being financially stable. Stable with zero student loan debt. I guess stability for me, I think money is a big part of it because like I do want to have money. I'm like, yeah, just like stability. I think strong strongly relationships with my family, my wife and my kids, ongoing healthy interests and financial freedom to be able to experience the former any which way I want. I want to create generational world. I want my kids to be like, so privileged. Then we have to look. For a scholarship, I want to. Retire my mom and get her her own house. I would like to make a wild amount of money. You make a lot of money, that's it. You work hard, yet work is a happier place than it wasn't a lot happier than in 2014. How much do you like? And we basically took the percentages for like and like a lot. Top two boxes. Your boss? Well, in 2014, fifty 6% of our respondents like their boss, 74% in 2023. So it was up 32% in 2014. Liking your job, 55% said they did in 2014 and now 85% say they like their job and the people you actually work with. It went from 62% to 83%. So we even like our coworkers better. I wonder how much of this is because we're more remote. Next, we are more proud of the work we do. The percent of adults that are proud of the actual work they do as adults was 76% and 1493 percent. 2023 up 22%. And the place you work went from 70 to 84%, up 20%. 40 nines want more remote work. We asked them what they have now and what their preference is. And you can see that of those that say that they're working 100% outside their home, 54% said that's what I do now and 39% said that's what I would prefer to do. So less. And those that have any level of remote work was 46% and 61% actually would prefer to have it. 69% of Asians would prefer to have it, 19% work mostly or only remote. 33% one to a 55% said they would quit a job that doesn't allow it. Next insight #5 American company inclusiveness, the report card for that. The results are kind of mixed. 7 and 10 do say of under 50 year old adults. Most American companies are now diverse, inclusive and welcoming in their hiring processes. But 3 and 10 do say my workplace is culturally insensitive or ignorant or worse, overlooks and fosters racism. So there is a some work to be done in that area, but there's also been a lot of headway. Next. But Hispanic, black and Asian adults under 50 still had issues that they talked to us about 63% of Hispanics, 51% of blacks and 55% of Asian set. I wouldn't get the same money and job growth or promotions as a white person. So yes, they're giving more kudos to the getting in, getting hired, but then once higher, they feel there's sometimes a gap between money and job growth, 45% said. I feel culturally uncomfortable working for a large American company. So I guess a lot a lot of large American companies aren't either making them feel culturally comfortable or they just have the perception that that this would happen. 38% said witnessing racism in the workplace has actually damaged their relationship with an employer. Maybe not their current employer, but somewhere in their life, an employer. Next, Hispanics, blacks and Asians also know that company leadership has not changed. I was surprised at how well versed they seem to be on the subject because the data supports their belief system. The data shows that 90% of advertising and marketing agency CE OS owners and C-Suite members are white, and it's actually whiter than it was in 2022. It's 73%, according to Adweek that measures this and that, 86% of S and PS top 100 companies CE OS are white, 88% of CM OS, and 77% of all C-Suite members. And that is measured annually by Harvard Next. Think we're ready to see a video? They talk about it. Yep. Do you guys believe that most large American companies are diverse and inclusive and welcoming to others? Well, I think that they probably hold a higher standard than even smaller companies because I've worked for both and I've seen the difference. A lot of like Asian workers, Asian females specifically, never make it past entry level. So they'll they'll hire people, but it just as important as bringing in people colors, elevating people of color. I've. Never thought of being Asian as a handicap for for finding a career or profession. I feel more confident now more than I ever have. I feel like their jobs and companies are like, yes, let me hire this black woman who is like educated and has these different credentials. I think they're trying to be, but deep down it's most likely not diverse up top at the top, at the top. I don't think it is. I just CEO's is mostly going to be Caucasian people at the top. I think until like the boards of these big companies, these big American companies are a better representation of what it's like actually in America. Until that happens and I don't think there'll be a lot of change. Do you feel culturally comfortable applying for jobs at any company? Well, actually the place that I work at is predominantly white and I am the only, like, Latino there. So it is important to have people that are because I feel safer. I feel a little bit more comfortable. And I, you know, it doesn't feel like I'm singled out. It's not enough freedom alone. Small businesses offer that type of freedom. Yeah. The freedom for me is to not have to put on a front or a different facade when I come into a building or a place of work. Yeah. So I don't have to change Michael and be well, this alternate version of myself that I had to make up to fit into this business. Whites under 50 have a more positive view of DEI in their workplace than multiculturals do. We asked our DEI practices in your workplace effective and 51% of whites said vary, 34% said sometimes and 15% said rarely, never, or there's no DEI here. And blacks, Hispanics and Asians said 39% said very, 40% said sometimes, and 21% said rarely. Never or no DEI here next. Let's hear what they have to say. Do you feel like companies now have more emphasis on diversity, equity and inclusion practices in the workplace? I think we're headed in that direction. There's an effort, not sure how genuine it is, but I guess we're taking a step in a better direction. I'll tell you, when I worked for this tech company in November, they had an on site in the New York and the diversity committee hosted an hour, a coffee hour. No one from any leadership showed up except for like there was one tech guy. Who? I think was like director of solutions or something. The CEO did not show up, the chief people officer did not show up. The VP of my department did not show up. Like no other VP showed up. And this is very typical of just what goes on. Like you're saying you want to attract and retain diverse talent. Like what does that look like? There's sometimes where there is managers out there who hire just, you know, based off their favorites or literally color. And so it's good that they have to have some rules place for that. Do you believe you would or you get the same? Compensation and John prove opportunity as a white person. Yeah, and a smaller company maybe, but I don't have a bigger 1 though. I don't think so. Then we have to look a little harder. Yeah. Probably not because it's like the white youth, they kind of like for the most part have a head start. Compared to other ethnicities like black or Latino, probably. But compared to white people, no. If the people that's higher up is like white, then maybe white people have more opportunities than others. Have you ever experienced or witnessed racism in the workplace? Yes, yeah, I have some things that were happening and some of the the Giga factories. And so I think people of color were being treated differently. And so yeah. And I think that was a big thing for me too when when I left Tesla is just, I wasn't very happy with how they handled it. You may market to diverse segments such as Hispanics, but are you truly culturally literate or are you just Latino coding and that could also apply to Blacks and Asians. You could be coding. Coding is a superficial marketing approach. Coding products, campaigns, media or entertainment with Latino or any other race like Black or Asian elements for the appearance of diversity without genuine understanding or respect for the culture or communities. Next, Hispanics, Blacks and Asians often call out in our research perceived coding as cultural disrespect. And just so you know, 48% of whites, 58% of multiculturals overall, and 71% of blacks specifically have quit a brand due to perceived disrespect from my or someone else's racial or ethnic group. And that is have already quit a ban, not would quit a brand in the future. Just a couple of things that are respondents said this time around, if you're going to do something that targets blacks, Hispanics or Asian people, have a black, Hispanic, EUR, Asian team orchestrating this campaign. There should not be Sally's and everybody but blacks, Hispanics and Asians in that room. When you're brainstorming this. And it's important for ads to be diverse, more important for me to know your company is doing the right thing. Remember that Kendall Jenner thing? You thought you had something you didn't. A big tale for me and a lot of my friends, there were no black people in the room, only white people in the room who thought this was wonderful. So when they perceive coding, it has a definite negative impact next. Well, I think we have, do we have a little bit of time for Q&A? I'm going. To ask. Our producer because OK, so that we can find the Q&A. There we go. If you have any questions, please feel free to to add them to the Q&A section and we can take those questions now or in the future. I don't know if we had that up then OK. So we, what we'll do is we'll OK, great. Nancy, I have a couple of questions for you. You know, as we talk about coding, we're we're hearing a lot about how diverse segments feel about DEI and they think that, you know, that, that it's positive for their lives, their work lives, that, that it helps them feel appreciated. And yet over the past several months, we've seen many major fortune one hundreds pulling back and out of they're they're getting out of DEI, they are disbanding their DEI efforts and initiatives. How do you think? I mean, you've done this study several times over the past 10 years and, and you know, always elevating, but how do you, how, how might you expect this to be interpreted or felt by diverse consumers? Well, it all depends on how the hiring goes in those companies, with or without a specific department. If they may disband the department, but let's just say they still proceed with the current hiring practices, maybe we won't see that much of a shift. But if people act like people, and people tend to frequently hire from their own relationship groups, you might end up very well without somebody thinking twice about it or having some rules around it. See a decline in the hiring of black, Hispanic and Asian people. And then it would show. Obviously it would show up in a year or two when we asked the same question. I would expect to see some big changes in the percent saying that it's effective and also in the call that we do in the attitudes around it. But you saw we're generally improving. So I would expect to see some shift downward, but sometimes that might take a year or two to show up. I mean, we're already seeing advertising and marketing from major corporations kind of going back into what we used to call the general market. And then it was the total market and growing a bunch of diverse people into for example, marketing materials or into advertising, etcetera. And from, from what you've learned from all of the, all of the quantitative and qualitative, how do you do you think that they'll perceive that that is kind of a, that they've thrown a mixed salad out there? Absolutely. This is 1 area where I think they're extremely attuned. Almost everyone seems to know when they see coding that it is coding that. Just throwing a face in there without any kind of cultural relevancy or not, where perhaps something was scripted for a white actor or actress and something and then you just throw in a black, Hispanic or Asian face. It just doesn't necessarily ring true or ring authentic. You need cultural literacy, cultural fluency, whatever you want to call it, involved in the creation of marketing content and media content to be effective. Because I, I know that the respondents that I talked to are really, really aware when they see something that isn't authentic and they will call it out and call it out loudly. And it then can backfire on you and be seen as being disrespectful. And that makes them consider another brand. You know, it's, it's interesting because you know, we're talking about DEI, which is is separate from marketing and advertising. But with the pullback on DEI, especially over the last few months, how do you see that affecting what is being done in marketing and advertising? That's that's harder for me to say as someone who just talks to the people, my respondents. But again, if you're pulling back and not showing authentic culture to what is now the majority of people under, I think it's under 35 right now, zero to 30 fours multicultural majority as of right now and soon under 50s if you're not doing authentic work. And this is one of the reasons I had that slide about how the C-Suite and the agencies at the top are so white that they are not necessarily attuned to their customer bases. And this is going to this has the possibility if they are not culturally fluent or like that one young woman said that nobody senior came to any of the diverse things at her tech company. If they're not take making an effort personally to become more culturally fluent because I don't in in my wildest dreams. I don't think you can suddenly change the entire C-Suite overnight. At least you can try and make them more culturally fluent, but if if they're not, they grow increasingly removed from their customer base and this can cause a real problem. I know that in one of my other presentations, I didn't do it here, but I give a case history of the beauty industry and how Fenty revolutionized it because so much of the revenue was coming from younger segments that are already multicultural majority. And then you have brands entering the marketplace like Fenty and Selena Gomez's Rare Beauty and the K Beauty stuff. And the more traditional beauty brands who had been selling a very white European ideal of beauty had to switch really fast to protect their revenue. With the more diverse age groups, this is going to happen for other categories. Maybe that isn't aren't skewing so young right now, but it's going to be happening and you have to think as Valeria, Piaggio and Kantar says about future proofing your brands. So this is all very relevant, yes. We have a question from Dori Estrella Sands. Her question is, what impact does gender have in magnifying some of the sentiment you've shared today, and if so, how has that changed over time or how has it not? Wow, I have to think long and hard. There's only a few things for if if gender is a major thing, I would have called it out like saying oh women said this or men said that. I do know that in terms of quitting a brand due to disrespect that women are much more likely to have done that than men. In other words, the perceived disrespect by a brand makes more women quit than men. That is 1 area where I know, and I believe that black women overall were the ones most likely to have put a brand to the perceived disrespect for other areas. I don't think I'd have to go over the issue thing that I covered today, but I don't think gender was a major in any of the five insights that we covered today other than that particular one that I just pointed out. Great. Thank you. Well, that's all the questions that I have and thank you Dorie for yours. And I will say, save the date, I do these studies on behalf of the Hispanic Marketing Council, which is a nonprofit. We do an annual summit where you can learn a lot more. And in 2025, that annual summit will be April 7th and 8th at the Convene Midtown West in New York City. It's a bigger location because last year the events sold out. So take a screen capture and if you want to know more, you'll learn a lot more there. Perfect. Well, do you have a couple? Do you have a couple of slides? Do I have? Let's yeah, at the end you should, I think. You are so right. Thank you very much. I was not getting that. OK, so let me go here. Sorry. There had to be some sort of a technical issue, right. So we have at the at the Conference Board, we have a few things coming up as well. A conference on November 12th consumers what to expect this holiday season that will be presented and and moderated by Denise Dalhoff, our Director of Marketing and Communications Research and Stephanie Richard, Senior Economist, Global indicators. So that should be very interesting. So make sure you get that on your calendars. And another is that be on the lookout for the CMO plus CCO meter. You can actually use that QR code and, and find out more about that. I am going to throw in one more question because we do have 4 minutes. Nancy, if you don't mind, I'm just a questioner or but Renee, Renee, I'm going to, I hope I don't really just hatchet your last name, Taja Dean. She would also like to learn and this is good for us to know as we get into our next study, would love to see the intersectionality of disability among your future research since this is another key aspect of American diversity. So and we have talked about that and delved into a little bit. So thank you very much for that comment as well. And I want to thank all of you for being here today and we look forward to seeing you again in the in a future presentation. Thank you, Linda. Thank you. Oh, perfect pronunciation. Thank you. _1734799697714

_1734799697870