The Future Is Multicultural: Why Brands Must Adapt Now

The multicultural marketplace is not just expanding – it’s transforming the very core of consumer behavior in the U.S. Today, multicultural Americans make up 43% of the population and are projected to become the majority by 2050. With Hispanic buying power alone expected to soar to $2.8 trillion by 2026, and Gen Z – over half of whom are multicultural – on track to outspend Boomers by 2029, the stakes for brands have never been higher

In The Evolving Multicultural Marketplace, featured in the 2025 Insights Association U.S. State of Insights & Analytics Report, Collage Group CEO David Wellisch explores how rising expectations, shifting cultural values, and increasing skepticism toward performative branding are compelling companies to reevaluate their approach. As trust becomes a function of lived values and everyday interactions – not just representation – this piece offers a timely call to action for brands seeking meaningful growth in a rapidly diversifying America.