"Milkshake" Brings Brand Love to the Yard

The U.S. is projected to become “minority white” by 2045, meaning non-Hispanic whites will make up less than 50% of the population (Brookings Institution).

This demographic shift isn’t a distant abstraction—it’s a market reality already shaping today’s brand landscape. Companies that embrace multicultural audiences now aren’t just doing the right thing; they’re building loyalty and capturing untapped growth ahead of competitors.

America’s evolving demographic shift is evident in recent headlines about brands like Cracker Barrel, American Eagle Outfitters, and the Gap. While each deserves its own deep dive, the clear winner is the Gap. Their inclusive approach to denim has returned the brand to cultural relevance, synthesizing music with relatable fashion while boldly embracing racial diversity. The resulting spot served as the perfect counter to American Eagle’s controversial Sydney Sweeney ad — going viral in under 24 hours and outperforming every other Gap campaign in 2025 by a factor of 100.

I also experienced similar exponential KPIs during my tenure as the California Museum’s de facto CMO from 2010 to 2021. The shift in California’s population to a Latinx majority happened in 2014. Recognizing our institution’s lack of Latinx programs and outreach to the community, I launched a Día de Los Muertos program to more fully represent Latinx experiences. It became our most popular annual event, driving significant new revenue and community engagement. By embracing Latinx culture, we beat our competition to offering the community a seat at the museum table and forged a relationship with them first. As such, the museum’s competitors realized their oversight after our program was successful and are still catching up over a decade later.

Beyond this example, I have dozens more with other cultural groups that played critical roles in California’s diverse history, including Japanese Americans, Chinese Americans, African Americans, Native Americans, and many others – with whom I worked closely to develop projects and marketing materials that support them in their own voices. By giving these diverse cultures a seat at the table and inviting them to tell their stories in their own voices, we not only told history more accurately—we expanded audiences, deepened trust, and grew revenue to great success.

If you need more proof, the research is clear:

• Inclusive advertising drives performance: +3.5% short-term sales, +16% long-term sales, 62% more likely to be first choice, +15% greater loyalty (Sustainable Brands).

• Multicultural strategy builds loyalty: Consumers are 4.5x more likely to support brands that commit to cultural inclusion (Multicultural Marketing Resources).

• Diverse leadership outperforms: Top-quartile companies for ethnic & cultural diversity are up to 36% more profitable (McKinsey).

• DEI as a growth lever: When integrated into core strategy, DEI drives innovation, resilience, and long-term value (MIT Sloan).

Bottom line: inclusive brand marketing isn’t just a meaningless sign of good values; it’s good business and a future-proof strategy for success. It drives loyalty, unlocks growth, and builds long-term loyalty with diverse audiences who are often overlooked.

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