The largest and most valuable consumer group, Generation Z, is the most diverse demographic in U.S. history. Yet brands and agencies are still favoring the “total market” approach, while budgets for reaching BIPOC audiences remain small. So what does an inclusive strategy look like, especially as the social justice movement forces brands to wear their values on their sleeves, or risk consequences?

The virtual Ad Age Next: Multicultural Marketing conference on June 29 brought together industry leaders for panel discussions and one-on-one conversations focusing on how brands, agencies and other players in advertising are pushing others to rethink their approach to engaging different audiences and how this impacts creative, media buying and measurement.

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