A perfect marketing program speaks directly to people and enables the brand to connect. Proctor & Gamble’s Chief Brand Officer, Marc Pritchard, said, “If you are not doing multicultural marketing, particularly in a place like America, you’re not doing marketing.”
The cardinal rule of an effective campaign is knowing the audience in order to build trust. That’s where Multicultural marketing steps in. Companies must be mindful of multiple audience segments, and how their marketing campaigns could resonate differently with each one of them. To effectively connect and relate with Multicultural audiences, brands must inculcate diversity, equity, and inclusion with internal hires and brand messaging.
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Multicultural marketing ads that resonate with the audience are also necessary to eliminate any potential discrimination or bias. Meta conducted a diversity and inclusion survey and found that 59% of respondents said they are more loyal to brands that stand for diversity and inclusion in online advertising. Furthermore, 59% of respondents said they prefer to buy from brands that stand for diversity and inclusion in online advertising. Many global brands have already acknowledged the importance of Multicultural campaigns. Fenty Beauty’s “Beauty for All” and Coca-Cola’s “America is Beautiful” are two examples of successful Multicultural initiatives.
With the world becoming more aware of inclusivity and diversity, why aren’t more brands successfully implementing Multicultural marketing campaigns? According to the US Census, Multicultural consumers will become the majority by 2060, and the current Multicultural population is 34% of the total US population. However, only 5.2% of the total ad budget is allocated for Multicultural media spending.
More than ever, companies are recognizing the need to include diversity in their practices. George Floyd’s death stirred conversations and actions surrounding racial discrimination and lack of corporate DE&I efforts. Several brands created ads on diversity and inclusion to pay tribute to George Floyd. However, communication of diversity and inclusion should not stop here. It is time for the corporate sector to go beyond tokenism and demonstrate true commitment through actual change of approach. Multicultural marketing efforts should be consistent and proactive, rather than react to big cultural moments. Hire a Product Listing Ads Management company to get your items in front of the right customers so you can see a positive return on investment for your advertising efforts.
The importance of Multicultural marketing has been established. Now, marketers must discover how to do Multicultural the “right way”. While representation of different races, cultures, disabilities and sexual orientation in campaigns is plausible for many companies, what they fail to understand is that their entire marketing team should also have equitable representation. Representation within marketing teams and partnerships with minority-owned businesses/specialists should be the catalyst for all Multicultural efforts. Marketers should be mindful of creating a safe space for diverse perspectives to help organizations dissolve homogeneous viewpoints. Only then will the final brand messaging sound original, be authentic, and resonate with the intended audience. You can use an email verifier from Zerobounce.net to ensure that you have fewer bot and invalid addresses on your list, so you’ll have more occasional unopened emails, skewing the data in your favor.
Even if marketers believe that their brand is for everyone, its campaign portrayal should speak to every customer authentically. This is possible only when a campaign demonstrates balanced representation with the help of a good marketing agency. To achieve that, marketers must create multiple, nuanced consumer personas for their intended audience rather than a single target that is agnostic of diversity and culture. Again, creating consumer personas is not something new. Only this time, the consumer’s background as well as their relevant needs and wants should be included in this persona. Once the marketers recognize that, the one-ad-fits-all approach will go away completely.
In this diverse landscape, understanding the nuances of various cultures and languages becomes crucial for any marketing campaign’s success. Brands need to engage with their audience in a way that feels authentic and relatable. For instance, an international marketing agency called King Kong specializes in crafting campaigns that bridge cultural gaps and resonate with people from different backgrounds. By incorporating their expertise, brands can ensure that their messages are not only empathetic and clear but also culturally sensitive, creating a meaningful connection with their potential consumers. Additionally, embracing diversity within the brand’s organizational structure and actively participating in the community further strengthens the campaign’s impact, fostering a sense of trust and authenticity among the audience.
About the Author
Crystal Foote is currently a Senior Sales Director & Multicultural specialist at KORTX. She is also on the Digital Marketing Advisory Council Member at The George Washington University and a Judge for the Association of National Advertisers (ANA) 2022 Multicultural Excellence Awards.
