One of the many drivers of change within U.S. advertising is related to the demographic trends it’s experiencing, best exemplified by the population growth of Hispanic, Black and Asian Americans. In fact, demographers estimate that by the early 2040’s the U.S. will become a minority-majority country, a transformation that some cities and states are already experiencing.

With these changes also come new consumer behaviors, preferences, and expectations – all of which will eventually shape how brands market to them and why. These shifts will also raise questions that the advertising community has already been actively debating: What does it mean to connect with one of the most diverse consumer marketplaces in the world? And what kind of agency can do it efficiently, and what kind of agency can do it effectively?

And probably most importantly: How can U.S. brands start answering these questions?

Read more from Isaac Mizrahi, Co-President & CEO, alma DDB, here.