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Insights

What Coco Taught Me About Día de Muertos, and What It Can Teach Brands

In November 2017, I sat in a dark movie theater with a heavy heart, clinging to my now-husband’s arm, and watched Disney tell a story about my culture. It was the first time I truly understood Día de Muertos, even though I am Mexican.

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The Affluent Multicultural Consumer: A Fuller Picture of American Wealth

A household reaches a higher income bracket. A business begins generating wealth for its owner. A family accumulates assets the next generation will inherit. Each represents a different path to affluence, with different expectations about spending, security, and success. For brands serving affluent Americans, understanding those paths matters.

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Karol G and the Power of Making Latinas Feel Seen

I recently attended a Karol G concert with my daughter, and what stayed with me was not simply the scale of the production or the energy of the crowd. It was the extraordinary sense of connection in the Levi stadium—especially among the women.

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What Should Hispanic Heritage Month Set in Motion?

Hispanic Heritage Month can amplify an established strategy or be the moment that starts one. The bigger question is what role Hispanic consumers should play in the brand’s growth plan. When I started working in Hispanic marketing in Los Angeles in 1995, one of my first clients was Kraft Foods.

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Gen Alpha: The Next American Consumer

Back-to-school marketing has followed a familiar formula for years: school supply checklists, clothing promotions, and limited-time discounts. While these tactics still play a role, they no longer capture what back-to-school represents for today’s youngest consumers. For Gen Alpha, particularly Latino youth, back-to-school has become more than a shopping season. It’s an identity moment.

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Cultural Code-Switching: The World Cup’s Real Lesson for Marketers

Walk through almost any World Cup watch party or fan fest in the U.S. this summer and you’ll find people who refuse to fit neatly into a single demographic box. Countless U.S. born fans are supporting Team USA and the national teams tied to their parents or grandparents. A Mexican American proudly wears El Tri green.

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The New Power Base: How Hispanic Fans are Remaking American Sports

The numbers say it, and the stands say it louder. Hispanic fans are leaving a stamp on American sports, and it doesn’t stop at soccer. In baseball parks and NBA arenas, the way fans show up, follow along, and stay loyal is changing in plain sight. It’s one of the biggest audience shifts U.S.

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POSSIBLE 2026: Culture Isn’t a Campaign. It’s a Commitment.

Three days at POSSIBLE Miami, one of the most influential marketing conferences in the country, put us in the room with some of the sharpest brand marketers, creators, and innovators in the industry. We left with new connections, sharper thinking, and one takeaway that cut through everything else. The recurring theme wasn’t AI, the creator economy, or commerce media.

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Growing Up Between Two Worlds: What Healthcare Brands Need to Understand About Latino Youth and Mental Health

There’s a particular kind of pressure that comes with growing up Latino in the United States right now. You’re navigating a world that moves fast, looks different than our parents’ experience, and often sends mixed signals about who you’re supposed to be. At home, there may be an unspoken rule that you stay strong and keep moving forward.

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The Cultural Visibility Gap: Why Multicultural Content is Missing from AI Recommendations

Millions of consumers now ask AI what to buy, where to travel, how to manage their health, and who to trust. But here’s the question most brands haven’t asked yet: when multicultural consumers ask AI for guidance, does your brand show up at all? If it isn’t, the reason may not be AI bias—it’s that the content ecosystem AI learns from has a gap.

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America250: A Beacon of Liberty and Renewal

As the United States commemorates its 250th anniversary on July 4, 2026, Americans unite to celebrate the signing of the Declaration of Independence. Beyond festivities, America250 prompts reflection on the nation’s enduring promise. The U.S. has championed values like individual liberty, equality, democratic self-government, the rule of law, and innovation.

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5 Social Media Trends in 2026 Among U.S. Latinos

Social media trends in the U.S. Latino market in 2026 started with a strong and clear message: community, authenticity, and connection. In a world where AI-generated content seems to be the norm, we’ve seen how users keep demanding what is human and real. And for Latinos, humanity and authenticity have always been non-negotiable. Consuming content that truly reflects our culture and values has always been a priority.

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When Culture Wins: What Bad Bunny’s Historic Moment Means

Bad Bunny made history recently at the Grammys. But what happened went far beyond an award. He capped off a year that places him firmly at the center of global culture. Winning music’s biggest night and headlining the Super Bowl is not coincidence. It is confirmation. For many of us, this moment was deeply personal.

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A New Childhood Immunization Schedule: Why It Matters to Healthcare Brands

At the beginning of the year, the U.S. childhood immunization schedule changed reducing the list of vaccine-preventable illnesses from 18 to 11. This has left some asking questions: Why the change? And what does this mean for my family? For parents, healthcare decisions can be emotional and stressful—especially for first-time parents.

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The Future of Wine is Multicultural

THE WINE INDUSTRY IS FACING A RESET The wine industry is facing a reset. Declining volumes, shifting demographics, and competitive pressures are reshaping the market. But moments of disruption also create moments of renewal—and today’s industry has a unique opportunity to reimagine its future. Globally, as here in the U.S., wine sales are softening.

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$4 Trillion and Rising: How Latinos Are Rewriting America’s Growth Story

SPENDING POWER IS CULTURAL POWER If U.S. Latinos were a country, they’d be the fifth-largest economy in the world, $4 trillion strong. Surpassing major European economies such as France and the United Kingdom. On par with India’s GDP, despite India having more than 20 times the population. That’s not a footnote.

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Celebrating 20 Years of Creativity, Culture + Impact

LOOKING FORWARD Five years into our divestiture from Interpublic Group, AXIS is boldly charting its own destiny as a leading minority-owned, full-service multicultural marketing agency delivering high-impact, insights-driven strategies for its roster of leading brands and organizations.

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Artificial Intelligence vs Authenticity: Why Culture + Context Will Keep Human Influencers Relevant

AI INFLUENCERS ARE EVERYWHERE BUT AUTHENTICITY STILL RULES AI-generated avatars are signing brand deals, earning thousands on TikTok, and racking up more followers than some of the creators who inspired them. For brands, the allure is obvious: efficient production, unlimited creative variations, and the ability to “scale” influence at the click of a button.

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The Hidden Signals in Every Cross-Border Transfer: Culture, Connection, and Consumer Insight

At a glance, remittances may seem like simple financial transactions—one-way wires, routed from immigrant workers in the U.S. to family members in Latin America and the Caribbean. But look closer, and they reveal something much more layered. Each transfer is a window into identity, resilience, and emotional intent.

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Multicultural Consumers Hold the Key to D2C Ecommerce’s Next Chapter

DIRECT-TO-CONSUMER BRANDS ARE AT A CROSSROADS After a decade of explosive growth, D2C ecommerce brands are now experiencing increased competition and significantly higher customer acquisition costs, all while market growth plateaus. Believe it or not, despite the ubiquity of ecommerce, online sales today account for less than 17% of total retail sales in the U.S.

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The Impact of Immigration Enforcement on Hispanic Communities and Businesses

As a Hispanic agency based in Los Angeles, we’re not just observing what’s happening—we’re living it alongside our families, neighbors, clients, and colleagues. The recent immigration enforcement activity across many cities in the U.S. has disrupted lives, created fear, and sparked protest. It’s affected people where they live, work, and shop.

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The Future of Diversity in Marketing: From Hyperbole to Growth

As marketing continues to evolve, so too must our approach to diversity. For many years, diversity has been framed through the lens of DEI — often with attention on corporate values, social justice, and representation.

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