Foresight is more than predicting what’s next. It’s identifying early signals and linking them to the human behaviors driving change. By studying how people adapt, create, andrespond to their environments, organizations can design strategies and solutions that fulfill future needs while staying grounded in reality.

This approach relies on both traditional and unconventional methods, such as interviews with experts and chan, observations from industry events, and secondary research, paired with digital ethnography that surfaces new conversations and cultural shifts. The goal isn’t just to identify trends, but also to understand the motivations behind them and what they reveal about evolving needs.

A key learning from this work is that foresight succeeds when organizations are willing to challenge their assumptions. When data and cultural context point in a new direction,the ability to pivot toward what people are already doing or valuing can uncover growth opportunities. Being flexible and responsive ensures that innovation remains human-centered rather than hypothesis-driven.

Equally important is a multifaceted research approach. Diverse qualitative insights capture nuance, while quantitative data scales understanding. Returning to qualitative validation closes the loop, ensuring that what emerges reflects both the “what” and the “why.” This cycle helps teams distinguish between patterns that arelocal and those that can be applied globally. Artificial intelligence now plays a growing role in this process, accelerating the discovery of patterns across vast data sources.

On this episode of The New Mainstream podcast, Jay Hasbrouck, Senior Staff Researcher at Google and author of Ethnographic Thinking: From Method to Mindset, explores how foresight, research, and AI can transform the way organizations approach innovation.

Walk through any major city in the U.S. and you’ll see it. Consumer demographics are shifting. From local shops to national brands, multicultural communities are driving commerce and key economic trends. Yet, while consumers are evolving, many marketing strategies are not. Too often, multicultural audiences remain an afterthought rather than the center of business growth.

Brands that succeed in multicultural marketing start by recognizing that inclusion is a business imperative, not optional. Data shows that in many regions, net population growth and the dollars that come with it are driven by Hispanic, Black, and Asian consumers. Failing to engage these audiences is a missed opportunity, putting brands at a competitive disadvantage.

For brands that are investing in multicultural marketing, authenticity is foundational. Campaigns that perform best are rooted in local insight and cultural nuance, often brought to life through relatable storytelling and community-driven engagement. For example, influencer partnerships that reflect real family dynamics, humor, and everyday experiences resonate far more deeply than ads simply translated from English. When creative control is shared with culturally fluent voices, brands earn credibility and build relationships.

Technology powers these relationships, offering new ways to reach, engage, and measure audiences. Artificial intelligence, for instance, can help brands understand consumers, but without culturally diverse data, it misses the nuances that define communities. Human insight is critical to ensuring inclusion and minimizing bias.

On this episode of The New Mainstream podcast, Liz Pedraza, Director of Hispanic Marketing at Pinnacle Advertising andPresident of CIMA Advertising, explores how multicultural insight, data, and authentic storytelling create measurablebusiness impact for brands.

Storytelling has long been recognized as a powerful way to bridge differences and build empathy across communities. To advance health equity, stories that transform complex medical terms and statistics into human experiences can break down barriers and even save lives. When people hear from survivors or caregivers who share their culture, language, or background, it fosters trust, a crucial stepin opening access and promoting advocacy within historically marginalized communities.

Health equity means people have access to resources specific to their needs, not simply offering the same solution to all. Equality may give everyone a bike, but equity ensures each bike is suited to its rider. In breast cancer care, thisdistinction is life-saving. Black women in the U.S. are 40% more likely to die from breast cancer than White women, despite similar screening rates. Latina women are often diagnosed later, when treatment options are fewer. These disparities stem not from personal choice but systemicbarriers such as language gaps, misdiagnoses, and limited access to culturally competent care.

Addressing these inequities requires intentional, culturally relevant programs that provide wraparound support. Initiatives like patient navigation services, bilingual resources, and financial aid assistance help dismantle barriers and guide patients through overwhelming diagnoses, ensuring they are not left behind. Partnerships with faith communities, advocacy groups, healthcareproviders, and media allies are also important in expanding the reach of resources while demonstrating a commitment that extends beyond awareness months.

The future of storytelling in multicultural marketing within healthcare requires authenticity and accountability. Communities expect organizations to listen, act, and show up consistently in ways that align with their values.

In this episode of The New Mainstream podcast, Nikki Hopewell, Director of Multicultural Marketing at SusanG. Komen, shares how storytelling, equity, and authenticpartnerships intersect to advance breast cancer awareness and care.