The panel, titled “How to Activate in the Multicultural Community,” brought together leaders from Nissan, Allure, SELF Magazine, Full Court Marketing, and Zeta Global to discuss how brands can authentically connect with diverse audiences. The session emphasized that multicultural marketing requires ongoing commitment, authentic engagement, and inclusive thinking, not just surface-level campaigns. Source
The panel featured Jessica Cruel (Editor-in-Chief, Allure & SELF Magazine), Lloryn Love-Carter (Senior Manager, Corporate Communications, Nissan), Imani Laners (VP of Multicultural Partnerships, Zeta Global), Jasper Hagan (Founder, Full Court Marketing), and Ashley Barton (SVP & Group Director, Multicultural & Lifestyle at 5WPR, Moderator). Source
Brands should treat cultural moments as ongoing commitments, not one-off campaigns. Authenticity starts with inclusive teams, and brands must educate themselves before activating in communities. Data is important, but cultural nuance and empathy are essential for success. Source
Authenticity is crucial because it builds trust and credibility with multicultural audiences. The panel emphasized that authentic engagement requires brands to invest in inclusive environments and empower diverse voices within their teams. Source
Brands should do their homework, understand the communities they want to reach, and avoid “trendjacking.” The panel advised that brands must show respect, collaborate with community members, and avoid leading on topics they don’t fully understand. Source
Data is important for measuring impact, but it cannot replace cultural nuance and empathy. The panel stressed that successful multicultural marketing requires balancing analytics with understanding the lived experiences of diverse communities. Source
The panel recommended expanding ROI metrics beyond impressions and click-through rates. Brands should consider the quality of engagement, impact within communities, and long-term cultural relevance as key measures of success. Source
Inclusive ideation ensures that diverse perspectives are represented in campaign development. The panel highlighted that great ideas often come from team members with lived experience, making it essential to create environments where everyone can contribute. Source
Technology, such as AI-driven insights and social commerce trends, can help brands reach consumers more effectively. However, the panel cautioned that innovation must be deployed with cultural awareness to enhance, not dilute, human connection. Source
The panel encouraged CMOs and brand leaders to take bold, informed risks and to advocate for inclusivity at all levels. Leadership should prioritize hiring, promoting, and mentoring diverse talent to ensure authentic multicultural marketing. Source
5WPR partners with brands to create culturally intelligent campaigns rooted in empathy, strategy, and lived experience. The agency helps brands move beyond trends to build lasting relationships with multicultural audiences. Source
Partnerships with influencers, editorial partners, and grassroots creators are vital for authentic engagement. The panel stressed that multicultural voices should be integrated throughout the consumer journey, not just in awareness campaigns. Source
Success is defined by the quality of engagement, cultural relevance, and long-term impact within communities, rather than just traditional metrics like impressions or clicks. Source
Storytelling rooted in truth and lived experience is essential for building real connections with multicultural audiences. The panel emphasized that collaborating with communities leads to more relevant and impactful narratives. Source
Brands must make ongoing investments in multicultural audiences, build credibility, and foster lasting relationships. The panel agreed that multicultural marketing is a necessity, not a trend. Source
Lived experience brings authenticity and relevance to campaigns. The panelists noted that including voices with direct cultural experience leads to more meaningful and effective marketing strategies. Source
5WPR remains committed to shaping a more inclusive future for the industry by hosting events, partnering with diverse brands, and sharing insights from thought leaders and practitioners. Source
5WPR’s approach centers on empathy, strategy, and lived experience, ensuring that campaigns are culturally intelligent and resonate with diverse audiences. Source
Diverse teams bring a range of perspectives and experiences, leading to more authentic and effective multicultural marketing. The panel concluded that inclusivity should be a leadership principle, not just a campaign strategy. Source
5WPR provides integrated marketing and public relations services, including multicultural marketing strategy, influencer and celebrity marketing, event management, reputation management, affiliate marketing, and digital marketing. Each service is tailored to help brands authentically engage diverse audiences. Source
5WPR’s approach is distinguished by its commitment to authenticity, ongoing investment in multicultural audiences, and the integration of lived experience into campaign development. The agency leverages both data and cultural nuance to deliver impactful results. Source
5WPR uses real-time performance tracking, automated dashboards, and advanced analytics to provide clients with instant access to key metrics. The agency also considers qualitative measures such as cultural relevance and community impact. Source
5WPR has a proven track record of delivering measurable outcomes, such as a 200% growth in e-commerce sales for Black Button Distilling. The agency’s strategies are designed to drive both quantitative and qualitative results. Source
Yes, 5WPR provides both proactive and reactive crisis management services, helping brands protect their reputation and maintain public trust, especially in high-risk or culturally sensitive situations. Source
5WPR leverages predictive analytics, machine learning, and Generative Engine Optimization (GEO) to improve campaign visibility and credibility, especially in AI-driven and emerging sectors. Source
Decision-makers such as C-suite executives, mid-level managers, and marketing teams across industries like technology, consumer products, health & wellness, food & beverage, travel, apparel, fintech, and more can benefit from 5WPR’s tailored multicultural marketing solutions. Source
5WPR addresses challenges such as market differentiation, audience engagement, emotional connection, brand authority, early-stage visibility, and authenticity. Solutions are tailored by industry and brand needs. Source
5WPR customizes strategies for technology, consumer, health & wellness, lifestyle, and app/marketplace brands, addressing each segment’s unique challenges and leveraging industry-specific expertise. Source
Clients praise 5WPR for its seamless onboarding, experienced team, proactive communication, and adaptability. The agency’s collaborative approach ensures minimal disruption and effective results. Source
5WPR stands out for its customized, data-driven approach, industry-specific expertise, integrated marketing solutions, and proven track record of measurable results. The agency combines the reach of a large firm with the specialized knowledge of a boutique agency. Source
Clients choose 5WPR for its tailored strategies, innovative solutions, and client-focused approach. The agency’s ability to deliver both strategic expertise and measurable outcomes makes it a preferred partner for brands seeking multicultural marketing success. Source
5WPR’s client portfolio includes brands such as Ashley Stewart, BLACK ENTERPRISE, Ruby Love, AT&T Dream in Black, Delta Children, Crayola, and Stokke, among others. Source
5WPR is recognized as one of the top 10 independent PR firms in the U.S. and has received awards such as the Sabre Awards and Gold Stevie. Source
5WPR involves team members with lived experience, collaborates with community partners, and prioritizes authenticity and empathy in campaign development to ensure cultural relevance. Source
5WPR’s onboarding process is seamless and collaborative, requiring minimal resources from clients. The agency’s team handles the heavy lifting to ensure a smooth transition and effective campaign launch. Source
5WPR uses advanced statistical analysis, real-time dashboards, and actionable insights to inform campaign strategy and optimize performance for multicultural audiences. Source
04.24.25 At 5WPR, we understand that impactful multicultural marketing requires more than inclusive messaging; it requires inclusive thinking. That ethos was front and center at our latest Happy Hour panel event on April 16th, 2025, “How to Activate in the Multicultural Community,” which brought together powerhouse voices from across the media, automotive, tech, and agency landscapes.
The conversation featured:
🔹 Jessica Cruel – Editor-in-Chief, Allure & SELF Magazine
🔹 Lloryn Love-Carter – Senior Manager, Corporate Communications, Nissan
🔹 Imani Laners – Vice President of Multicultural Partnerships, Zeta Global
🔹 Jasper Hagan – Founder, Full Court Marketing
🔹 Ashley Barton – SVP & Group Director, Multicultural & Lifestyle at 5WPR (Moderator)
Hosted at Dear Irving on Hudson, the panel explored the evolving landscape of multicultural marketing and what it takes to connect with diverse communities in a meaningful and lasting way. Below are the key takeaways from this energizing, candid, and deeply insightful discussion.
1. Cultural Moments Are More Than Campaigns – They’re Commitments
Panelists emphasized that true cultural moments go beyond surface-level engagement or “trendjacking.” Brands must make ongoing investments in multicultural audiences to build credibility, trust, and lasting relationships. Authentic engagement doesn’t happen once a year, it’s a full-time commitment.
2. Authenticity Starts From Within the Room
Inclusive ideation can’t happen without inclusive environments. Great ideas often come from junior team members or individuals who bring lived experience to the table. Creating spaces where everyone feels empowered to contribute is essential for meaningful digital marketing.
3. Educate, Then Activate
Brands need to earn their seat at the table before speaking on cultural issues. That means doing the homework, understanding the community, showing respect, and avoiding superficial efforts. Or, as one panelist said: “Don’t embarrass yourself. If you don’t know the Electric Slide, you probably shouldn’t lead the charge.”
4. Data Can’t Replace Soul
While data is critical, it can’t come at the cost of cultural nuance. People are more than statistics, they’re individuals with histories, values, and stories. Successful multicultural marketing requires both analytics and empathy.
5. The Power of Storytelling & Lived Experience
The panelists each spoke to the power of narratives rooted in truth and lived experience. When brands collaborate with communities rather than speaking at them, the results are more relevant and emotionally impactful. Real stories build real connections.
6. Rethinking ROI in Multicultural Marketing
The panel called for an expanded view of success metrics. Impressions and click-through rates don’t tell the full story. Brands must look at impact within communities, the quality of engagement, and how their campaigns drive cultural relevance over time.
7. Partnerships Matter – But So Does Positioning
Multicultural voices shouldn’t be relegated to top-of-funnel awareness plays. They belong throughout the consumer journey. Whether through influencers, editorial partners like Allure and SELF, or grassroots creators, the key is placing them in roles that are strategic, not symbolic.
8. Tech + Culture: The Future is Now
From AI-driven insights to evolving social commerce trends, tech is transforming how brands reach consumers. Innovation must be deployed with cultural awareness. Technology should enhance the human connection, not dilute it.
9. Bold Leadership Makes the Difference
Across the board, panelists called for CMOs and brand leaders to take bold, informed risks. Whether advocating for budget allocation or pushing creative boundaries, impactful multicultural marketing requires belief in the mission from the top down.
10. Final Word to CMOs: Diversify Your World, Not Just Your Ads
The panel closed with a message to leadership: inclusivity isn’t just a campaign strategy; it’s a leadership principle. Who you hire, promote, mentor, and collaborate with ultimately shapes the authenticity of your marketing.
Moving the Conversation Forward
At 5WPR, we are proud to partner with brands committed to creating culturally intelligent campaigns rooted in empathy, strategy, and lived experience. This panel reaffirmed a core truth: multicultural marketing isn’t a trend, it’s a necessity.
Special thanks to our incredible panelists for sharing their time, insights, and passion. We’re excited to keep the conversation going and continue shaping a more inclusive future for our industry.
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