Redefining Representation: How MSU’s Juan Mundel, Ph.D., is Shaping a More Inclusive Future in AD+PR
By: Avery St. Lawrence
When Juan Mundel, Ph.D., began his doctoral studies at Michigan State University, his goal was to help brands use data and science to make advertising more effective. But as major social movements such as Black Lives Matter and Me Too began to take hold, his focus shifted.
“I realized that brands were starting to be more careful about how they communicated, but many weren’t thinking about the consequences of their messages,” Mundel said.
Now associate dean for graduate studies and associate professor in MSU’s Department of Advertising and Public Relations, Mundel focuses his research on representation and inclusion in advertising. His work examines how brands can connect with diverse audiences while staying true to their values.
Mundel’s research shows that when minority and LGBTQ+ consumers see themselves represented authentically in advertising, they are more likely to support the brand. However, when the companies appear to use social causes only to make a profit, consumers often respond negatively.
“Authenticity matters,” Mundel said. “When a brand builds its image around inclusion and then pulls back under pressure, consumers see that as performative. Actions and marketing must align with mission and values.”
Mundel encourages his students to think critically about this balance in his classes. Through case studies and discussions, he asks them to consider how brands can responsibly engage with issues of identity and culture.
“If you’re a brand selling to America, you’re selling to a diverse America,” he said. “You need to know how to connect with every segment authentically.”
He points to companies such as Tide as examples of inclusive advertising done well. Their advertising campaigns featuring multigenerational, bilingual families portray authentic Hispanic households rather than relying on stereotypes, fostering genuine connections between brands and diverse audiences.
Looking ahead, Mundel says he hopes his students will continue to carry these lessons into their careers.
“I want them to look back years from now and be proud of the work they created,” he said, “that they asked the right questions and thought deeply about the impact of their messages.”
Through his research and teaching, Mundel reminds future advertisers that inclusion is not a trend, but instead, it is the foundation of ethical and effective communication.
Learn more about Mundel and explore his publications here.
