Brands Speak to Bicultural Identities

Younger Hispanic and Asian Americans are embracing their dual cultural identities – 20% of Gen Z Latinos prefer Spanglish over solely English or Spanish (USHCC and Chemistry, 2023). As such, language is a particularly potent means of making these consumers feel seen, evident in a crop of savvy campaigns reflecting the propensity to alternate English with another language.

Campaigns Tap Rising Influence of Afrofuturism & Afrosurrealism

Brands as disparate as Italian tyre manufacturer Pirelli and British shoemaker Clarks are mining the global rise of African pop culture and the revival of Afrofuturism (an American-born cultural aesthetic that explores the African-American experience through science-fiction, history and fantasy), spotlighting artists and aesthetics that transcend western tropes.    

Campaigns Connecting With Black Students

For back-to-school season 2023, several brands demonstrated support for students at historically Black colleges and universities (HBCUs) with marketing initiatives underpinned by scholarships or intern programmes. The strongest – from US snack giant Frito-Lay – holds broad Gen Z appeal while keeping Black youth at the core.

Documentaries Delivering for Diverse Audiences

Seeking to establish or cement a reputation as sincerely committed to marginalised communities, several brands have sponsored documentaries delving into individual or community stories.