This session will examine how researchers can acknowledge privilege and how awareness and acceptance is key to developing credible cultural connections. The lecture/discussion format is designed to be relevant to individuals from all cultural backgrounds, but especially to a white audience. Rochelle will apply her career experience in the advertising industry, and how she served as a bridge between corporate America and consumers of color. She will illuminate the role of the white ally and how self and societal knowledge can lead to perspective shifting—an essential element in cultural and racial conversations.
This is a presentation about understanding the effects of privilege on marketers/researchers, particularly non-Latino white individuals, and discovering ways to rewire your worldview, move beyond stereotypes, and get closer to your consumers and colleagues, whoever they may be.
This is part of an ongoing dialogue with QRCA members, the larger market research industry and impacted communities on issues of racism, diversity and equity.
Rochelle Newman-Carrasco comes with over three decades of U.S. Hispanic Marketing experience, working with blue-chip clients on business strategy, traditional and non-traditional advertising, merchandising and promotions, research and product development and a host of other integrated multicultural marketing initiatives. Her clients include Fortune 500 brands including Procter & Gamble, Warner Bros., Bank of America, Jack in the Box, Lexus and many more.
She currently holds a thought leadership position at Walton Isaacson, a Black / Queer advertising agency, as well as developing their Hispanic marketing strategies.
Culturally versed, Rochelle is a sought after speaker, coming from a space that is informed by a Black, brown and non-U.S. perspective. As a pioneering contributor to the US Hispanic marketing’s evolution, Rochelle has been tapped as a source by major news outlets and publications including The New York Times, The Atlantic, Newsweek and others including Advertising Age, where she contributes as a Big Tent Blogger.
On a personal note, she’s married to a Black Panamanian actor, and grew up in Manhattan’s lower East side experiencing diversity since childhood. She is an award-winning playwright, stand-up comic and freelance writer. Her one-woman show, Hip Bones and Cool Whip, received positive reviews in the LA Times and LA Weekly.