Why Cultural Fluency is the New Operating System for CPG and Retail
In the world of CPG (Consumer Packaged Goods) and Retail, the term "General Market" used to be a safe haven. It represented a broad, beige middle ground where brands could launch massive campaigns and expect them to resonate with "everyone."
But in 2026, the middle ground has evaporated.
Today, the "General Market" isn’t just shrinking, it’s being redefined by the very audiences that were once labeled "multicultural." For major brands, the shift isn’t about adding a diverse face to an ad; it’s about a fundamental pivot in business strategy. The multicultural market IS the mainstream strategy.
The New Math of Growth
For CPG giants, the data is undeniable. Nearly 100% of the growth in the U.S. consumer market over the last decade has come from multicultural segments. If your brand isn't growing with Hispanic, Black, and Asian consumers, your brand isn't growing. Period.
But here is the catch: these audiences aren't looking for "representation." They are looking for Cultural Fluency. From "Targeting" to "Cultural Resonance” For years, agencies told brands to "target" Hispanics or "reach" Black consumers. This language is clinical and, frankly, outdated. At Mazdi, we believe the next frontier for Retail and CPG is Cultural Resonance.
The "Treatonomics" Trend: In a volatile economy, multicultural Gen Z and Millennials are driving "Treatonomics," the ritual of finding joy in small, affordable luxuries. Whether it’s a premium hot sauce, a specialized hair mask, or a limited-edition beverage, these consumers are using CPG products to signal identity and self-care.
The Algorithm of Identity: With the rise of AI-driven shopping agents, brands are no longer just fighting for shelf space; they are fighting for "cultural relevance" in the eyes of an algorithm. If a brand doesn't have a strong, culturally-rooted digital footprint, it becomes a commodity.
The End of Translation: Large retailers are no longer asking for translated copy. They are asking for Transculturation. This means products designed from the ground up with cultural nuances in mind, from flavor profiles to packaging ergonomics that respect multi-generational households.
Why Big Brands are Moving to Specialized Agencies
Large CPG and Retail brands are increasingly moving away from "AOR" (Agency of Record) models that treat multicultural as a line item. They are seeking partners who understand that:
Diversity is not a demographic; it’s a psychographic. It’s about how people feel, how they celebrate, and how they navigate a world that is becoming more fluid every day.
The "Mainstream" is a Mosaic. The most successful ads today don't "target" Hispanics; they define the American mainstream by using Hispanic cultural cues that everyone now adopts.
The Bottom Line
The brands that will dominate the retail landscape in the next five years are those that stop viewing multicultural marketing as an "add-on" and start viewing it as their primary growth engine.
At Mazdi, we don't just help you reach these audiences. We help you belong in their world. Because in 2026, if you aren't culturally fluent, you’re invisible.
