Cracking the Code: How Multicultural & Gen Z Reshape Mainstream Marketing with dentsu and Microsoft

In collaboration with Horowitz Research, Direct Digital Holdings commissioned a survey of over 2,300 U.S. consumers to delve into the impact of Black/African American, Hispanic/Latin, AAPI, and LGBTQIA+ consumers' brand perceptions and purchase behaviors on the general population, with a specific focus on Gen Z.  This comprehensive report features exclusive research findings complemented by insights from industry leaders and academics plus, showcases the importance of prioritizing outreach to multicultural and diverse consumers, as opposed to adopting a siloed approach, for brands and agencies alike. 