EGAMI launches new research and launch of proprietary AI-powered tool to help brands decode the multidimensional consumer
The U.S. Census Bureau is actively conducting research and testing in the lead-up to the 2030 Census to help ensure a more accurate count of multicultural communities. At the same time, new data shows these audiences are increasingly pushing brands to see them beyond race and ethnicity—as whole, multidimensional individuals.
This led EGAMI group to launch two new offerings to help contextualize the multidimensional mainstream: See Me More is a proprietary research initiative into how multidimensional audiences demand brand, cultural and technological fluency; and MDM™ (MultiDimensional Mindset), a new AI‑enabled platform designed to operationalize insights at scale. Together, they reaffirm EGAMI’s mission to bring humanity back to brands and create work that moves the world forward.
See Me More was launched in an effort to decode the multidimensional consumer. The research showed that 89% of consumers said that when brands market to them focused on multiple parts of their identity, they can trust the brand more and believe the brand ‘gets’ them.
The research also found that nearly 50% of consumers want brands to consider all parts of their identity beyond race and gender. And despite the DEI pullbacks of 2025, in 2026, 81% of consumers will be loyal to and primarily spend with brands that support DEI and multicultural communities – even if it costs more.
Other highlights include:
- While quality (62%) and affordability (64%) remain top decision drivers, cultural authenticity, DEI commitment, and community engagement continue to build trust and long‑term brand equity, especially among Gen Z and Millennials.
- Across generations, consumers were almost universally aligned that they want brands to market to them using other dimensions of their identity beyond race and identity: their interests and hobbies, their faith, leaning into unique personality traits, and for Gen Z and Millennials – sexual orientation.
Why this matters: Marketers and brands tend to keep audiences segmented and use generalized indicators to develop a brand strategy, versus tailoring their campaigns to reach consumers based on their unique, defining factors. See Me More is a guidebook for brands to stay ahead, think and move differently – and capture the $7 trillion in spending power of the multidimensional mainstream.
MDM™: Intelligence That Acts
To power the shift from insight to activation and help brands understand the perspectives of the multicultural mainstream, EGAMI has also launched the Egami MultiDimensional Mindset (MDM™), an in‑house AI‑driven platform that integrates multidimensional audience data, predictive analytics, and real‑time campaign optimization.
MDM enables brands to:
- Map and segment audiences beyond standard demographics.
- Predict emotional resonance, virality potential, and behavior patterns.
- Simulate cultural focus groups at scale to test and refine creative.
- Optimize campaigns dynamically across cultural contexts.
- Translate cultural resonance directly into measurable ROI.
By combining research‑driven insight with predictive AI, EGAMI’s MDM tool is creating an operating system for modern marketing, one where culture and data converge, identity complexity drives creativity, and technology enhances empathy.
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