When consumers have a good experience, they tell three people. When they have a bad one, they tell ten. Doing a deep dive into conversations taking place on the ground is essential to identifying and combating false narratives that can derail a multicultural marketing campaign. This is especially important when that campaign is in the interest of public health.
Diversity and inclusion initiatives are beginning to gain real momentum in America. Beyond the empty statements many companies issued following the murder of George Floyd, we’ve seen a significant uptick in the number of companies putting in the work to develop and implement sustainable programs. Tactics include everything from more inclusive marketing to diversifying corporate boards and leadership teams.
Market researchers and strategists have a symbiotic relationship. Strategists offer a hypothesis or point of view, creating meaningful relationships between data and facts. It’s a matter of connecting the dots, not collecting the dots. While data gives voice to the consumer, strategists factor in cultural context to present a holistic picture of the narrative the data is trying to tell.
Many digital marketers have yet to come to grips with what advertising in a post-cookie world will look like. The entire programmatic ecosystem is undergoing a seismic shift as Google plans to phase out third-party cookies in Chrome by 2023 in response to growing privacy concerns. But Google isn’t alone. Apple has doubled down on its privacy efforts, blocking cookies in Safari and essentially handing Facebook advertisers their walking papers as it empowers users to opt out of ad tracking.
Marketers adept in multicultural marketing have mastered the use of the refrain: “They are not a homogenous group.” While well-intentioned, this phrase typically refers to Hispanic and Asian consumers and perpetuates a glaring omission: African Americans. Like Hispanics and Asians, African Americans are diverse — from skin tones to language, culture rules and mores to folkways.
Organizations often launch diversity and inclusion initiatives as strategic imperatives to create more equitable and inclusive work environments. While it’s the right thing to do, it’s often assumed that there’s immediate buy-in across the board. That’s not always the case, however. Within the company, there are ways to be an intrapreneur and make an impact.
Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions. Yet, for the past 40 years, new business formation in the U.S. has been declining.
Modern-day corporate America has a uniform – typically white, male, and of certain affluence and political view. However, diverse talent across the board is calling for a new lens that promotes diversity, equity, and inclusion initiatives both within and outside of organizations. Marketers and researchers of color, for example, seek equity in pay and more seats at the table, as well as equal opportunity.
How consumers choose to identify is changing, breaking away from conventions historically used to categorize and hypothesize about who people are and how they live their lives. Yet, traditional constructs aren’t keeping pace with the evolution of identity and leaves no room for the grey areas an increasing number of consumers choose to live in.