The news: At NewFronts, multicultural media company My Code celebrated the recent launching of its Culture Suite, a creator network designed to link brands with culturally forward creators.
In an exclusive conversation with EMARKETER, My Code’s chief strategy officer Edgar Hernandez shared insights on the development and discussed how the company is tapping into key cultural moments.
- Data shows fast-growing multicultural audiences are “becoming the new majority,” Hernandez claimed. “10 years ago, we saw there weren’t many people paying attention [to multicultural audiences]. No one had made it really simple to understand how you reach these audiences.” The Culture Suite aims to curb that trend.
- Hernandez highlighted how the Culture Suite is changing the game in how marketers approach these audiences. Through My Code’s real-time digital ecosystem, the company is able to access immediate information “to see what is moving the needle with individual communities,” allowing them “to dissect what is trending and what’s here to stay.”
- There’s a key difference between brands who reference culture and those who fully embed themselves in culture—and the difference can be seen in sales. Outcomes are best for companies who “invest in the community, understand the community, and do positive things.”
Why it matters: My Code is setting a trend of engaging with fast-growing multicultural audiences, which data shows leads to significantly better outcomes.
- US adults across demographics are more likely to purchase from brands that feature multicultural people, lifestyles, and cultures in their ads, per Dentsu. Black consumers are 77% more likely, followed by Hispanic consumers at 76%, and Asian-American/Pacific Islander and White Americans at 69% and 62%, respectively.