For many entrepreneurs, success isn’t just about top-line growth. It’s seizing opportunities to break barriers and shape their identities as cultural and economic drivers. That’s especially true within the Latino community, where small businesses continue to power economic growth in both the U.S. and Mexico. But thriving in today’s marketplace requires more than determination and grit. On a practical level, it takes access to digital tools.

One of the biggest barriers for Latino entrepreneurs remains the digital gap. During the pandemic, many small business owners, particularly in underrepresented communities, found themselves forced to adapt overnight. They made a digital leap in three months, setting up e-commerce and learning video conferencing, that others took years to accomplish. Their determination highlights a crucial truth for marketers: to reach multicultural audiences, you must meet them where they are, not where you assume they should be.

Adaptation means more than bridging the digital divide, however. Global companies have traditionallyviewed Mexico as just a source of inexpensive labor or materials. But today, it’s a hub for innovation, driving change not just in Mexico but worldwide. For brands, this means rethinking how they engage with the Mexican and broaderLatin American markets, seeing them not just as suppliers but as partners and sources of influence.

In this new episode of The New Mainstream podcast, IsraelSerna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration isreframing what it means to do business in a global, multicultural economy.

Inclusive marketing isn't just about doing the right thing—it’s about doing what works. When companies fail to speak the cultural language of their audiences, they risk more than lost market share. Brands lose trust, relevance, and relationships. But when inclusion is rooted in strategy rather than performative gestures, it becomes a powerful business driver for long-term growth. Even in industries not typically associated with emotional connection, like utilities or manufacturing, marketers can find more meaningful ways to engage. That starts with listening to real people, using data to understand their needs, and communicating in ways that reflect their everyday lives. The goal isn’t to craft the perfect message for everyone as much as it is to show each group that they matter.The same applies inside the workplace. Inclusion has to go beyond written policies and procedures and glossy posters on the wall. It must be part of everyday actions being taken and decisions made, showing up in how people are treated, included, and supported. That means being mindful of the different life experiences employees bring, whether they have children or not, are married or single, or navigate life in a myriad of other ways, and ensuring every team member feels valued. When inclusion is lived, not just stated, it creates a culture where people feel safe to contribute, grow, and thrive.In this episode of The New Mainstream Podcast, Crystal Marie McDaniels, Senior Manager of Product Marketing & Acquisition (B2B) at Duke Energy, shares how leading with inclusion in the marketplace and the workplace builds stronger brands and better teams.

Trust is at the heart of effective communication today, particularly when it comes to science and healthcare. In a time when mistrust of institutions is growing, communicators must prioritize building authentic connections rather thanrelying solely on facts and figures. It’s not just about relaying information. Brands must understand audience concerns and engage in storytelling that resonates with people’s core values.

Employees are brands most powerful storytellers. Their real-life experiences help humanize organizations and build credibility both internally and externally. Tapping into employee stories not only enhances brand trust but also strengthens employer branding efforts, particularly as competition for talent intensifies.

In addition to positioning employees as brand ambassadors, research plays a crucial role in brand building. Balancing qualitative and quantitative methods enables organizations to gain a deeper understanding of stakeholders and craftmessaging that is both authentic and effective. Whether preparing for a rebrand or launching a major campaign, starting with research ensures the strategy is informed and adaptable.

Inclusivity remains critical. Organizations that reflect the diversity of their customers and workforce cultivate stronger connections and build loyalty across both external and employer brands. Authentic, inclusive storytelling elevates underrepresented voices and drives measurable business results, helping brands navigate complex expectations from various stakeholder groups.

In this episode of The New Mainstream podcast, Kate Smiley, Head of Global Employer Brand at GE Healthcare, emphasizes that in an era of skepticism, trust is essential. By combining storytelling, research, inclusivity, and emerging technologies like AI, brands can build authentic relationships and achieve real business results.