Five Wrong Turns in Multicultural Marketing & How to Make Them Right
When we look around it’s clear, the “emerging” have emerged: 28% of Americans today are non-White, one in four children born in the U.S. today are Hispanic, interracial marriage is on the rise (15% of all marriages in 2011). Yet, even with these undeniable changes in our population makeup, few marketers are keeping pace with appropriate changes to their marketing acumen.
In 2012, too many professionals still fall back on ethnic stereotypes when planning brand strategy and appropriating adequate funds to support multicultural initiatives remains an uphill battle. Frontline decisions on creative and media rely on anecdotes, and old assumptions. We need a reality check that goes beyond ethnic silos so a brand’s overall strategy gets the right start.
To get you started, here are five wrong turns we’ve seen marketers make in the past year—and the five remedies you can take to make sure your efforts haven’t fallen into this trap.
Read the entire article at Chief Marketing.