In today’s fast-paced world, consumers face a constant stream of messages, making it increasingly difficult for brands to stand out and for customers to commit. Relationship design is emerging as a key strategy to reduce churn and foster long-term brand loyalty. By crafting thoughtful customer interactions – whether in person or online – brands can create spaces where they feel safe, supported, and valued. This approach builds trust, encourages engagement on their terms, and instills the confidence they need to spend freely.

A cornerstone of relationship design is the concept of "feedback loops." Actively seeking customer input allows brands to refine their offerings and continuously strengthen connections with their audience. As brands scale, maintaining these relationships requires systems that enable consistent engagement and feedback to ensure the bond remains strong over time. This dynamic helps brands stay attuned to evolving needs while demonstrating a genuine commitment to their customers.

Human connection is at the heart of relationship design. Personalized emails, meaningful social media interactions, and attentive customer service are just a few ways brands can cultivate trust and authenticity. Additionally, brands that authentically live out their values and mission resonate more deeply with consumers, particularly when those values align with the consumers' own beliefs.

Ultimately, relationship design goes beyond selling a product or service—it’s about crafting meaningful experiences that inspire repeat business and transform customers into brand advocates. When executed effectively, it’s a win-win for both the brand and the consumer.

In an episode of The New Mainstream podcast, Cairo Marsh, Founder & Executive Partner at relativ, shares insights on how brands can thrive by fostering a culture of care and connection through relationship design.

The transformation from traditional media to digital streaming has fundamentally shifted how companies connect with consumers across the U.S. and Latin America. With streaming platforms offering direct insights into viewer behavior, media companies are now closer to understanding their audiences—albeit with some unique challenges.

Historically, media companies operating through traditional channels like TV and radio relied on third parties for consumer data and insights. The shift to streaming has changed this dynamic. Today, digital platforms offer a direct window into consumer behavior, making real-time data about content consumption more accessible.

Interestingly, while platforms have evolved, consumer behavior remains largely stable. Consumers still seek engaging content, whether it’s on cable, streaming platforms, or social media. They simply want to watch their favorite shows, regardless of the medium. The platform may change, but the core desire for entertainment remains consistent.

One of the challenges in the digital space is managing data from numerous platforms. Content distribution spans not just streaming and cable but also social media, websites, podcasts, and even gaming. That data isn’t easily consolidated. Each platform operates with unique metrics and KPIs, complicating efforts to form a cohesive picture of the audience. Using syndicated tools to normalize and aggregate data across these various channels helps achieve a more holistic view of the consumer landscape.

In this episode of The New Mainstream podcast, Marcela Doria, VP of Insight for WBD Latin America/U.S. Hispanic, sheds light on how the shift to digital impacts data, consumer relationships, and media consumption across the U.S. and Latin America market.

The entertainment industry is at an exciting crossroads, with increasing diversity in programming and more creators establishing their own content studios. However, it also presents significant challenges, particularly for producers and creators from underrepresented groups. As the industry has drastically shifted over the past few years, with streaming platforms altering the demand for content, it is essential to be disciplined and realistic about what the market can absorb. Great ideas are not always enough if they cannot find the right platform or audience.

There is no single path to success in entertainment, and creators must often work across different formats—whether in English or Spanish, scripted or unscripted content—to find opportunities. The industry’s changes, while presenting obstacles, also offer the chance for creators to wear multiple hats and diversify their work across genres and platforms.

But inclusivity remains a significant challenge. While there is a growing demand for authentic storytelling from diverse communities, the reality is that opportunities are still limited. Diverse stories, especially from Latino creators, often face more scrutiny and may be met with criticism from both inside and outside the community. There is a need for more support, unity, and collaboration within marginalized communities to uplift and champion their own stories rather than critique them for not representing every facet of their experience.

On this episode of The New Mainstream podcast, Flavio Morales, Board Member, KCRW 89.9FM and Estrella Media, Inc., explores how the rise of new digital platforms present more opportunities for independent creators to engage directly with their audiences while maintaining greater control over their content, offering new pathways to success.