More than a Trend: Multicultural Marketing

Census estimates show that by 2050, the minority will be the majority in the US. What is especially interesting about the phenomenon is how dynamics around multicultural integration have changed. A growing population of ethnic groups combined with technology that allows them to keep close ties with loved ones from home has changed the concept of acculturation, or the process with which immigrants adopt beliefs and behaviors of North American culture. Rather than conforming to US customs, immigrants are now shaping them - infusing popular culture with new forms of music, art, cuisine and sports.

What does this mean for marketers? For starters, it means that developing authentic, multicultural brand relevance is not only important for short-term economics, but critical for long-term survival. It means that strategies of the past that addressed different cultures separately won't work in a society where the lines are no longer so clearly defined. As multicultural moves mainstream, product developers, marketers and market researchers need to understand the ways in which different cultures are melding and influencing each other. We have to step past limitations of demographics and find creative ways of understanding the common underlying emotional motivations - to make products and brand experiences that transcend skin color and language.

Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?

Source: Advertising Age, January, 2011

One of the latest buzz words to enter the marketing lexicon is "cross-cultural." It paints an idealistic picture of a color-blind society, one in which consumers' similarities outweigh their differences regardless of ethnic groups. Whereas multicultural means multiple executions -- often from multiple shops -- wouldn't it be simpler to find one truth that reaches across culture?

read more

Hispanic Market Hits Tipping Point

Source: AdAge Hispanic, July, 2010

If you're looking to reach upholders of traditional American values, your best bet might be the Hispanic market.

read more

Goodbye Color Codes

Source: ADWEEK, September, 2010

The logo for Spike DDB, the Brooklyn-based advertising agency founded by filmmaker Spike Lee -- and which last week was named African-American agency of record for GM's Chevrolet-has no color in it. This was done purposely, says Dabo Ché, agency ecd, to show that the shop was open to any and all influences. "It's basically a window to the outside world," he says.

read more

8 Social Media Strategies to Engage Multicultural Consumers

Source: Mashable, April, 2010

Recently, more companies than ever have begun using social media to reach multicultural consumers. If you're wondering what's behind the trend, it stems (in part) from a recognition of the size and economic clout of multicultural groups - now about 34% of the U.S. population, with an estimated spending power of over $2 trillion.

read more

The Diversity Officer Role: Its Relevance During the Recession, Recovery and the Obama Era

Source: Diversity Best Practices

Obama has embarked on an agenda which will transform the United States and the world. He is innovative, decisive and multifaceted. His fresh perspective has brought change to the role of government.

read more

How to Increase Workplace Diversity

Source: The Wall Street Journal

Promoting workplace diversity has many bottom line benefits. But you need to approach the hiring process holistically - retaining employees can be more difficult than recruitment.

read more