Article originally published in Orlando Business Journal.

Recently, I had the opportunity to attend a business breakfast with a leader from a prominent national nonprofit organization. During our conversation, she expressed concerns shared by some leaders in her organization regarding multicultural initiatives in light of the new Trump administration.

Such apprehensions often stem from the belief that embracing multiculturalism may seem political. However, multicultural advertising is not about politics; it’s about recognizing the diversity that defines America. Brands like Nike, Toyota and Coca-Cola have demonstrated that culturally inclusive campaigns can foster stronger loyalty and sales without alienating other audiences. A study by Edelman even found that 64% of global consumers expect brands to take a stand on social issues. When done authentically, inclusive advertising unites rather than divides.

In today’s politically charged environment, some brands might hesitate to engage with multicultural consumers for fear of backlash or alienating other segments of their audience. However, this hesitation is a missed opportunity to connect with a rapidly growing consumer base. Multicultural consumers, including Hispanics, African Americans and Asian Americans, are vital to the U.S. economy. With their buying power exceeding $3.2 trillion in 2020 — $1.9 trillion of which came from Hispanics — ignoring this market is a strategic misstep.

Over 70% of U.S. Hispanics are American citizens, contributing significantly to domestic economic growth. Despite immigration concerns, only about 13% of this demographic is undocumented. This highlights the immense purchasing power of millions of legal Latino consumers.

Multicultural audiences, particularly Gen Z and Millennials, are driving trends across industries and expect brands to reflect their values authentically. For instance, 75% of African Americans and 62% of Hispanics are more likely to purchase from brands that engage with them in culturally relevant ways. Younger generations demand more from brands than ever before. By 2027, 47% of consumers will be multicultural, and nearly half of Gen Z already identifies as such.

Here are 3 ways to stand out:

1. Be proactive: In times of heightened political rhetoric, silence can be interpreted as complicity. Engaging multicultural audiences demonstrates authenticity and earns loyalty from socially conscious consumers.
2. Be bold: Several brands proved that advertising to multicultural consumers during politically charged times is a positive move and highly profitable. Examples like Nike’s “Dream Crazy” campaign and Coca-Cola’s multilingual “America the Beautiful” ad show that embracing multiculturalism can lead to increased sales and stronger brand loyalty.
3. Be smart: Advertising to multicultural consumers is a smart business move. Multicultural consumers are trendsetters. By 2045, the U.S. will be a majority-minority nation, making early engagement essential for future success.
4. Get it right: To succeed in multicultural advertising, brands must go beyond tokenism and invest in genuine, culturally relevant campaigns.

This includes:

• Research and insight: Understand the unique preferences, values, passion points and behaviors of multicultural audiences.
• Authenticity: Avoid stereotypes and ensure campaigns are developed with cultural relevant input.
• Representation: Feature diverse talent both in front of and behind the camera with culturally relevant messages.
• Consistency: Make multicultural advertising an integral part of your overall strategy, not just a seasonal effort.

The new administration may have created a challenging climate for multicultural advertising, but it also underscores its importance. Brands that embrace diversity now not only will gain market share but also position themselves as industry leaders. Multicultural advertising is not about politics — it’s about people. By celebrating America’s diversity, brands can build deeper connections, inspire loyalty and drive sustainable growth in the years ahead.