For many of us, our ideals and attitudes about who we are as individuals are shaped by our heritage and cultural experiences. As consumers, our affinity for certain brands pass through these filters resulting in purchase behaviors that tie back to our beliefs and how we see ourselves. Among multicultural audiences, this presents a unique challenge for marketers. There is no one size fits all solution to gaining buy-in from this diverse group. U.S. Hispanics hail from over 20 countries of origin, and Asian Americans, 40 countries. Understanding the importance of identity to multicultural audiences is essential to mitigating cultural bias in your marketing campaign strategy and delivering culturally relevant advertising.
Multicultural audiences are significantly driving mainstream identity and influencing emerging trends. According to UM’s Annual Cultural Dimension study, two out of five general population consumers indicate being influenced by Latino, Black, and Asian segments when it comes to passion points like music, fashion, hair care, food, sports, and more. As consumer behavior shifts in response to cultural identity and increased exposure to cultural norms via the internet and social media, brands work overtime to cultivate relationships steeped in the remix culture, which is primarily defined by a mindset, not the consumer. This paradigm shift is changing the fabric of what we know today as American culture.
Many of us have heard or perhaps even live by the familiar adage, “what you don’t know can’t hurt you.” But ignorance is not bliss. A lack of knowledge can be devastating. That’s true in life and advertising. Just like a moth drawn to a flame, brands are attracted to things they don’t fully understand. This “fatal attraction” often results in poor outcomes. A classic example of this is a botched approach to multicultural marketing. Culturally tone-deaf advertisements. Misplaced investments in well-meaning social impact campaigns.
Forty percent of American consumers are ethnically diverse, yet only five percent of advertising dollars are allocated to environments that are contextually relevant to these audiences.As racial injustice protests accelerate conversations about inclusion marketing, brands must contend with the fact that fielding multicultural data is no longer optional. It is now necessary to create equity with these communities, extending far beyond sales to corporate social responsibility. This week, Latoya Chrisitian, Marketing Partner at GroupM, joins us to discuss multicultural marketing strategy and how to use multicultural data to quantify opportunities and create culturally relevant content on the right platforms.
Marketers looking to gain deeper insights into multicultural audiences must first move beyond blanket assumptions. Essential to doing that is leveraging data and understanding the value of audience segmentation. Some marketers, however, are uncertain as to how to find the data needed or adequately use the data when found to segment their audiences effectively. This week, Demetrius Parker, Integrated Marketing and Communications Strategist at the CDC, joins us to discuss the power of think tanks, data aggregator tools, and the elements of culture marketers can tap into to build deeper connections with multicultural consumers.
Despite thousands of shuttered stores across the country earlier this year and varying degrees of re-openings as restrictions ease, the beauty industry has proven resilient. While sales have declined, they have not bottomed out like many other industries. However, the loss of in-person experiences has fundamentally changed the dynamic of how beauty brands engage consumers. In our ThinkNow Cosmetics & Beauty Report™, we surveyed a representative sample of cosmetic/beauty buyers to gauge sentiment in the category and how COVID-19 has impacted purchase behavior. Through our research, we’ve found that the decrease in sales has not depressed consumers’ love of beauty products, but it has changed how they buy them.