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The New Generation Behind the Sips: Engaging Gen Z Multicultural Drinkers on Their Terms
In this month’s post, we explore how Gen Z multicultural drinkers (LDA 21+) are re-engaging with alcoholic beverages (which we define as spirits, beer, RTDs, wine, and hard seltzers). We uncover their reasons for drinking, their precautions, the economic factors at...
The Inclusion Imperative: Moving Beauty and Wellness Brands from Checkbox Diversity to Culturally Intelligent Branding
At Flowers Communications Group, we’ve spent decades studying what truly moves multicultural consumers — and what drives them away.
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The New Generation Behind the Sips: Engaging Gen Z Multicultural Drinkers on Their Terms
In this month’s post, we explore how Gen Z multicultural drinkers (LDA 21+) are re-engaging with alcoholic beverages (which we define as spirits, beer, RTDs, wine, and hard seltzers). We uncover their reasons for drinking, their precautions, the economic factors at...
The Inclusion Imperative: Moving Beauty and Wellness Brands from Checkbox Diversity to Culturally Intelligent Branding
At Flowers Communications Group, we’ve spent decades studying what truly moves multicultural consumers — and what drives them away. The verdict is clear: beauty, cosmetics, and wellness brands that treat inclusivity as a moment rather than a mandate are losing ground...
Flowers Communications Group Opens Atlanta Office, Establishing Strategic Hub in a National Epicenter of Cultural Influence
The award-winning agency expands its footprint and advances the next phase of growth to mark its 35th anniversary. Flowers Communications Group (FCG), an award-winning integrated marketing communications firm headquartered in Chicago, today announced its expansion...
The Rise of Multicultural Women Entrepreneurs
Meeting the Business Needs of a Powerful, Growing Segment This month, we have provided some tips and insights on how financial services brands can authentically connect with and engage multicultural consumers through culturally nuanced strategies and...
Flowers Communications Group Leaders Recognized Among Industry Legends & Changemakers
Flowers Communications Group is proud to celebrate two of our leaders being recognized by the Diversity Action Alliance (DAA) at the 2025 G.E.M.S. Honors. Founder & Chairman Michelle Flowers Welch has been named an Industry Legend, honoring her trailblazing impact...
Multicultural Women Dominate the Market
This Women’s History Month, we're celebrating the unstoppable force of multicultural women—who collectively wield $4.5 trillion in buying power and are driving culture, commerce, and innovation. From setting trends in beauty and tech to leading in luxury and viral...