Unlock the explosive growth of the $4 trillion U.S. new mainstream GDP from the nation's leading growth segment. Explore in-depth data, trends, and real-world examples on how to effectively market to multicultural U.S. consumers to drive business impact.
Kantar Brand Summit at Velocity
Building your Brand Strategy with the new mainstream
- Integrating new mainstream consumers into Brand Strategy: Explore how to position these audiences as a core part of mainstream brand growth, not a separate marketing effort.
- Applying growth principles: Leverage proven brand growth drivers and accelerators to build inclusive strategies that resonate with multicultural consumers.
- Breaking misconceptions & showcasing success: Address myths and barriers to implementation and hear directly from brands successfully integrating multicultural marketing into their core strategy.
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How to develop effective communications for the mainstream
- Challenge industry norms: Evaluate and critically assess prevailing assumptions about creative best practices by analyzing hundreds of ads, supported by cultural diagnostics.
- Strategic implications of cultural representation: Identify how the importance, visibility, and depth of cultural representation should vary depending on the strategic objective—whether it's brand building, performance marketing, or audience engagement.
- Unlock creative performance levers: Define and decode the key creative elements that consistently drive stronger outcomes, offering actionable guidance for future campaign development.
Winning with the new mainstream in a disruptive marketplace
- Mainstream consumer evolution: Explore how economic pressures, technology, and cultural shifts are reshaping multicultural spending behaviors in U.S. retail.
- Brand attribution strategies: Hear from retail leaders and cultural experts on how trusted brands are evolving to stay relevant with this influential audience.
- Actionable insights: Discover new data and perspectives to guide strategic decisions for engaging a fast-changing market.
Most successful digital platforms that brands can capitalize on
- Understanding media preferences: Explore which channels, platforms, formats, and features which mainstream consumers trust and engage with most.
- Insights from Kantar's 2025 Media Reactions study: Learn how marketers' and consumers' views compare across media brands to uncover untapped opportunities and avoid missteps.
- Strategic guidance for brand connection: Practical approaches to make smarter media choices and build stronger brand relationships with multicultural audiences.