Influencer marketing has evolved into a powerful strategy for brands looking to engage diverse audiences. Influencers leverage their broad reach to drive awareness and inspire consumer buy-in, while creator marketing enables passionate content creators to engage and connect with niche communities. Brands are increasingly incorporating both approaches into their communication strategies, with social media being a key platform.

However, with both approaches, the goal goes beyond brand visibility. It’s about achieving third-party validation, where trusted voices, such as influencers or creatives, endorse a brand. While these endorsements may be paid, the willingness of these individuals to put their reputations on the line for a brand speaks volumes. This is essential for building consumer trust, as audiences connect more deeply with authentic experiences shared by relatable individuals than with traditional advertising.

A key aspect of this is ensuring that influencers and creators genuinely reflect the audiences brands aim to reach and ensure they are compensated fairly based on engagement and reach. By prioritizing this, brands can cultivate stronger,long-term relationships with influencers and creators. This approach benefits all parties—influencers and creators feel valued, and brands gain more authentic brand advocacy.

One of the biggest mistakes brands make with creator and influencer marketing is dictating content rather than trusting the influencer or creator to do what initially drew the brand to them. While key messaging is necessary, giving them thefreedom to be creative ensures the content feels natural and authentic. When they seamlessly integrate brand messages into their content, it enhances both engagement and credibility.

In this episode of The New Mainstream Podcast, Gabe Mederos, Vice President of Creator Marketing with Edelman, discusses the importance of authenticity, diversity, and relationship-building in creator and influencer marketing.

Meet Gabe: Gabe is a creator marketing professional with extensive experience in influencer relations, strategy development, content strategy, analytics, and leadership. AUniversity of Toronto graduate with over 19 years of PR and communications experience in corporate, not-for-profit and government, Gabe has completed his social media and digital marketing certification. Gabe has held senior digitalroles at top Canadian brands such as Scotiabank, TELUS, and Nestlé Purina PetCare.

Gabe is currently a Vice President of Creator Marketing at Edelman, where he heads up the creator marketing function for an assortment of clients in Canada, including Samsung, Microsoft, PepsiCo, and eBay. Gabe is also an Instructor at Humber College, where he teaches social media and digital marketing.

The transition from working in large companies to owning a startup is a journey of both challenge and opportunity. For many entrepreneurs, it's a chance to reconnect with their passions, streamline their offerings, and create deeperemotional connections with clients. However, all companies, regardless of size, must navigate the complexities of maintaining a strong brand identity and making decisions that align with their core values.

In today’s competitive marketplace, companies are not only navigating fluctuations in market demand but also facing intense scrutiny in the court of public opinion. Take Target, for example. Once celebrated for its commitment to diversity, equity, and inclusion and its thoughtful multicultural marketing campaigns, the retailer now faces boycotts from consumers and the loss of popular brands that once graced its shelves.

As many brands discovered in 2020, companies that stay true to their mission, vision, and values resonate more deeply with consumers. People invest in brands that align with their values, and when companies genuinely uphold their principles, their community will support them.

In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can helpbrands thrive, even when faced with challenges.

The perception of masculinity is evolving. Historically, men have been socialized to be providers—strong, confident, and financially successful. However, shifts in culture, gender dynamics, and societal expectations have tipped the scales. As women gain economic independence and redefine their roles, many men find themselves at a crossroads, navigating new expectations of identity and purpose.

Rigid societal definitions of masculinity have given rise to phrases like “man up” and “turn in your man card,” which reinforce outdated ideals and make those who deviate from them feel inadequate—both by women and other men. However, data shows that traditional markers of masculinity, such as hypersexuality and the “perpetual bachelor” persona, are losing their appeal.

As these outdated constructs fade, fatherhood, for example, is emerging as a defining trait of contemporary masculinity. While past generations focused primarily on financial provision, today’s fathers take pride in active parenting, embracing their role as engaged caregivers. This shift is reflected in branding and media as advertisers move away from the clueless dad trope and toward representations of nurturing, competent fathers who confidently handle household tasks, from doing laundry to joyfully playing dress-up with their daughters.

Despite progress, challenges remain. Many men still struggle with emotional expression, and societal expectations often discourage vulnerability. However, conversations around masculinity and mental health are becoming more mainstream, signaling slow but meaningful change.

On this episode of The New Mainstream, Whitney Dunlap-Fowler, Owner and Chief Brand Strategist, of Touch of Whit Creative, explores shifts in masculinity and their impact on culture, relationships, and branding.

It has been widely reported that the advertising industry faces critical challenges, particularly around diversity, equity, and inclusion (DE&I) in the workplace. Among the most pressing issues is the prevalence of sexual harassment, which systematically hinders female leadership and drives out underrepresented talent. Addressing these concerns requires organizations to take bold, proactive steps to eliminate bad actors and dismantle the systems that enable them while cultivating inclusive environments.

However, creating systemic change extends beyond workplace reform. For underrepresented and marginalized groups, entrepreneurship offers a powerful avenue for reshaping workplace cultures. By building their own businesses, these groups can design environments informed by their lived experiences. Having encountered bias firsthand, they understand the barriers that need to be addressed and are uniquely equipped to implement infrastructure that promotes equity and inclusion.

DE&I is more complex than the headlines suggest. It is not just about increasing representation. To drive real change, the focus must shift to dismantling the systemic barriers that perpetually limit individuals' potential, such as sexual harassment, hiring bias, and societal taboos that obstruct funding equity for founders.

In this episode of The New Mainstream podcast, Cindy Gallop, Founder and CEO of MakeLoveNotPorn, discusses how challenging biases and championing inclusivity can help industries unlock untapped potential and create environments where all voices are empowered and valued.

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.

The way we consume media has completely changed. Today, marketers need to be savvy in their understanding of how different audiences behave and what they are interested in. One area seeing significant growth is music and video content, particularly through mobile and connected TV platforms. For brands, leveraging these platforms to engage with underrepresented communities is critical for building long-term relationships and driving top-line growth.

Music is a universal language, but it carries distinct meanings across cultures. To connect meaningfully, brands must align their messaging with the preferences of various demographics, recognizing that specific genres and cultural trends resonate differently across communities. By grasping these cultural nuances, marketers can create more impactful campaigns and foster stronger connections with multicultural audiences.

Incorporating music videos, especially within social content, is essential for marketers targeting younger consumers and diverse groups. Research shows that nearly two-thirds of Hispanic American viewers, for example, place high importance on content that reflects their cultural heritage and personal identity. Additionally, younger generations, especially Gen Z, are increasingly exploring music and media beyond their cultural backgrounds. While language plays a role, authentic representation is the real driver for this demographic, especially as most U.S. Hispanics are bilingual. Language isn’t a barrier—what matters is cultural authenticity. Brands that incorporate genuine cultural signals are far more likely to resonate with these audiences.

Ultimately, inclusive marketing must be data-driven. Marketers should ask early on how their brand connects with diverse communities and then create campaigns that fit with what people want today. Brands that fail to be intentional about inclusion or roll back their commitments risk missing out on the opportunity to engage with what will soon be the most diverse consumer market in history. That’s not just a missed opportunity—it’s poor business strategy. Companies can “future-proof” their brands by consistently and authentically engaging with diverse communities across their preferred platforms.

In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.