Multicultural Marketing

modernidadesA Message for The Masses

The (multi)cultural landscape of the United States is one that is constantly in flux. Groups that were once considered minorities are no longer in the minority and their spending power is only growing. In addition to increased affluence, minority groups continue to assimilate to mainstream American culture while remaining strongly tied to their ancestral heritage. Marketing and advertising professionals need to carefully listen and closely observe these demographic and psychographic changes, because they will likely lead to target shifting, strategy retooling, and creative rethinking within brands and agencies to account for this consumer landscape evolution.

Take the Hispanic market for example. Latinos will account for 80% of the growth in population of 18-29 year-olds in the coming few years.[1] In other words, Hispanic millennials will be a very sizeable demographic in the near future. You couple that figure with their growing affluence/spending power and we have not only a sizeable segment of the population, but one with disposable dollars.

Furthermore, research in Advertising Age’s 2014 Hispanic Fact Pact, sets out a number of key trends within the Hispanic population, but there are two worth pointing out. First, Hispanics are a major driving force in digital growth. They spend more time a month on game consoles and stream more video online and on their mobile devices than the rest of the U.S. population. Second, and more interestingly, Hispanic millennials prefer English to Spanish when surfing the web, reading, and watching television.[2] One can extrapolate a number of insights from this data, but one is for sure­: Hispanic millennials love their digital channels–in English. Because this complements today’s trends with respect to dominance of digital media, the door to true multicultural­ marketing is only opening wider. In other words, this ambidextrous quality of Hispanic-American cultures brings marketers closer to the possibility of true bi-cultural messaging­.

From a marketing standpoint­, as “minority groups” continue to grow and thrive socially and economically, a strategic and tactical shift towards reaching and engaging consumers is imminent. However, while this may sound like a troublesome paradigm shift, that’s not quite the case. The growth and success of multicultural agencies throughout the country has signaled a positive and successful reaction to these consumer trends. More importantly, the continued exponential growth of digital and mobile platforms show now sign of slowing.

Today’s digital channels can be altered and retooled in the blink of an eye. This shift refers to the messaging and not the mediums by which consumers are reached. And to be honest, that’s what makes it even more exciting. We are in a position, now more than ever, to begin to focus on truly multicultural marketing that transcends the differences that distinguish us on the surface and hone in on what binds us together in the multicultural nation we live in.





  1. Sema · April 13, 2015

    I think multicultural marketing is a must for our decade in which the minority is becoming the majority. Brands are now understanding the importance of adapting their campaign elements (i.e., 4Ps) to cultural variances so that they can truly relate to their targets. One of the brands that have localized and adapted their global marketing strategies culturally is Johnson’s Baby. Just check their latest “So Much More” campaign out at your convenience! Might be of interest to you!


  2. phzymon · April 14, 2015

    Great write up. There absolutely has been a large shift in the multi-culti departments across the nation and those once small groups are becoming much larger and very key to many brands. I can’t help but wonder if one day in the future it’ll be required to know another language in order to even get hired.


  3. dardiee · April 14, 2015

    So true. I think ‘minorities’ had been misdefined by marketers for too long, and were even ignored in some cases, while their influence just keeps on growing. I feel that especially the second-generations and millennials who were probably born here in the US, are well embedded in the culture and have a huge influence potential that should definitely be targeted – and the sooner, the better!


  4. anabellaherrera · April 21, 2015

    A good read! Here relies the importance for brands to keep updating their consumer insights and therefore their strategy. Consumer bases evolve and brands should do the same. The Hispanic audience in the US is certainly growing at a rapid pace and Target knows it. Their latest strategy aimed to deepen its emotional relationship with Hispanics consumers. They aired spots that showcased Spanish terms and moments that have no direct English translation and are unique for Hispanics. Here one of them! Watch it when you have a chance


  5. nmehra · April 21, 2015

    Funny, we were both on the same page. The idea of multiculturalism and globalization always spurs new ideas and gets companies thinking. But for me, I am eager to see how the marketing landscape will change in the coming years in our countries, especially cities like New York City and Toronto. Companies tailor their product offerings when diving into new cultures, but how will they react to this changing horizon in their own home countries.


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