Calvin Scharffs’ Post

Today, we’re proud to release our newest whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. In collaboration with Horowitz Research, this study shows the influence that multicultural and diverse communities have on the brand choices of mainstream consumers – specifically Gen Z. The findings show that 81 percent of Gen Zers, the most diverse generation in history, say that multicultural and diverse consumers have a big impact on their brand choices. Understanding this generation is crucial for brands to drive revenue in the future and authentically connect with multicultural and diverse consumers. Read the press release: https://lnkd.in/gqyUXbak Download the white paper: https://hubs.ly/Q02rvtBy0 Thank you to our industry participants and academics who provided valuable insights: Alison Ciccione, McDonald's Mark A Prince Jr, dentsu Dr. Marcus Collins, University of Michigan Michael Roca, Omnicom Media Group Sheryl Daija, WeAreBRIDGE Kana Schmidt, Bayer MJ DePalma, Microsoft Advertising Thomaï Serdari, New York University Andrea Fischer, Bayer Consumer Health Natalie Shyu, dentsu Lashawnda Goffin, Colossus SSP Esther Uduehi, University of Washington Maria Vilchez Lowrey, Direct Digital Holdings Mark D. Walker, Direct Digital Holdings Caleb Pearson, McDonald's Arnetta Whiteside, Publicis Media #genz #multiculturalmarketing #diverseconsumers #DEI #drct #advertisingsolutions #marketingsolutions

Today, Direct Digital Holdings released their newest whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. In collaboration with Horowitz Research, this study shows the influence that multicultural and diverse communities have on the brand choices of mainstream consumers – specifically Gen Z. The findings show that 81 percent of Gen Zers, the most diverse generation in history, say that multicultural and diverse consumers have a big impact on their brand choices. Understanding this generation is crucial for brands to drive revenue in the future and authentically connect with multicultural and diverse consumers. Download the white paper: https://hubs.ly/Q02rvt490 Read the press release: https://hubs.ly/Q02rvMBR0 #genz #multiculturalmarketing #diverseconsumers #DEI #drct #advertisings

Ready to crack the code? Gen Z consumers are reshaping the marketing landscape, and our team is dedicated to evolving with the landscape. Check out our latest research, below. #genz #advertising #brandmarketing #marketingresearch

Today, Direct Digital Holdings released their newest whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. In collaboration with Horowitz Research, this study shows the influence that multicultural and diverse communities have on the brand choices of mainstream consumers – specifically Gen Z. The findings show that 81 percent of Gen Zers, the most diverse generation in history, say that multicultural and diverse consumers have a big impact on their brand choices. Understanding this generation is crucial for brands to drive revenue in the future and authentically connect with multicultural and diverse consumers. Download the whitepaper: https://hubs.ly/Q02rvl7l0 Read the press release: https://hubs.ly/Q02rvH-c0 #genz #multiculturalmarketing #diverseconsumers #DEI #drct #advertisingsolutions #marketingsolutions

Today, Direct Digital Holdings releases their newest whitepaper, Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing. In collaboration with Horowitz Research, this study shows the influence that multicultural and diverse communities have on the brand choices of mainstream consumers – specifically Gen Z. The findings show that 81 percent of Gen Zers, the most diverse generation in history, say that multicultural and diverse consumers have a big impact on their brand choices. Understanding this generation is crucial for brands to drive revenue in the future and authentically connect with multicultural and diverse consumers. Download the case study: https://hubs.ly/Q02rvwC00 Read the press release: https://hubs.ly/Q02rvrJW0 #genz #multiculturalmarketing #diverseconsumers #DEI #drct #advertisingsolutions #marketingsolutions

Don't miss the latest insights shaping brand marketing strategies, where I've shared my thoughts on their research. In collaboration with Horowitz Research, Direct Digital Holdings new report dives deep into the influence of multicultural and diverse communities on consumer preferences, with a focus on #genz. Highlights: - 57% of consumers acknowledge the significant impact of multicultural individuals on their brand preferences. - 81% of Gen Zers say that multicultural and diverse consumers have a big influence on their brand choices.   This whitepaper, “Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing,” signals a shift for brands, emphasizing the need to authentically engage with diverse audiences in order to properly reach Gen Z, the most diverse generation in U.S. history.   Read more here: https://hubs.ly/Q02r6SQD0 #DEIadvertising #multiculturalmarketing #advertisingsolutions #genz

Don't miss the latest insights shaping brand marketing strategies, where I've shared my thoughts on their research. In collaboration with Horowitz Research, Direct Digital Holdings new report dives deep into the influence of multicultural and diverse communities on consumer preferences, with a focus on #genz. Highlights: - 57% of consumers acknowledge the significant impact of multicultural individuals on their brand preferences. - 81% of Gen Zers say that multicultural and diverse consumers have a big influence on their brand choices.   This whitepaper, “Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing,” signals a shift for brands, emphasizing the need to authentically engage with diverse audiences in order to properly reach Gen Z, the most diverse generation in U.S. history.   Read more here: https://hubs.ly/Q02r6SQD0 #DEIadvertising #multiculturalmarketing #advertisingsolutions #genz

🔮 PREDICTION: With the evolution of how brands connect with their audiences, we can expect a shift towards more personalized and meaningful messaging strategies that resonate on a deeper level with consumers. 🌟 COMMENTARY: - The traditional approach of integrating slogans into everyday language is giving way to a more nuanced understanding of consumer psychology and branding. - Memorability of brands and slogans is becoming increasingly complex, influenced by factors such as frequency of exposure and emotional engagement. - As consumer behavior continues to evolve, brands will need to adapt by crafting messages that not only leave a lasting impression but also foster genuine connections with their target audience. - The future of brand communication lies in authenticity, relevance, and emotional resonance, paving the way for a new era of consumer-brand relationships. - In a fast-paced digital world, brands that prioritize meaningful engagement and resonate with their audience on a personal level will stand out from the crowd and build long-lasting loyalty.

“Multicultural is the mainstream and that’s the only way to stay culturally relevant.” - Alison Ciccione, Director, US Media at McDonald's “It was loud and clear that Gen Z is ‘Generation Authenticity’ because they want transparency, and they want brands not just representing inclusion and diversity in their ads, but they want to see how they’re doing business.” - MJ DePalma, Head of Inclusive Business Impact at Microsoft Advertising “The difference in me as Gen X, versus Gen Z is while we all have license to be the most honest, or the most authentic versions of ourselves, for us [Gen X], we grew into it, for Gen Z, they expect it. While authenticity and our ability to explore all of intersectionality, it’s not owned by one generation or the other. It’s just one has greater expectation, and the other has to learn to be that way.” – Dr. Marcus Collins, Assistant Clinical Professor of Marketing at University of Michigan - Stephen M. Ross School of Business “What we do from Omnicom Media Group lens is ensure that how we are showing up from a media perspective says so much about the brand. Where we show up and how we activate and who we work with from a creative perspective, it goes down the list because checking the box is just not doing it anymore. You have to go much deeper now than ever before.” – Michael Roca, Executive Director, ELEVATE at Omnicom Media Group It was an honor to feature each of these unique perspectives on Gen Z's impact on brands in our webinar with 4A's. A huge thank you to Ashwini Karandikar for the fantastic intro! View the on-demand session to learn from our experts and discover key findings about what this means for brands. Listen here: https://hubs.ly/Q02y9H8_0. Download the whitepaper for exclusive insights: https://hubs.ly/Q02y9Fcw0. #genz #multiculturalmarketing #diverseconsumerism #DEI Maria Vilchez Lowrey

Media brands wield significant influence over what consumers think and do. That's why brands need to consider whether they're effectively engaging with these voices or allowing them to control industry narratives. Listen in as Digital Marketing Analyst Jonas Sickler shares insights on why shaping consumer behavior means understanding who's leading conversations:https://bit.ly/47QfDjB. While you're at it, check out our latest brand breakdown (https://bit.ly/48mX7j1) where we dive into the importance of media brand engagement and its impact on consumers.