Are multicultural shops still relevant? The answer depends on the marketer or ad executive you ask. This is one of the most ongoing debates within the marketing and advertising landscape, especially as more brands begin to embrace the “total market approach.” (I’ll use this term for the purposes of this article, but please note I’m not a fan of this term).
When first posed with this question, I put myself in the mindset of clients, juggling multiple work streams, various iterations of marketing and creative briefs, and the need to implement and execute a strategy in a seamless yet impactful manner. With the multiple complexities that various shops bring, it’s totally understandable why many advertisers have sought out the total market approach.
While some marketers (multicultural and general market) may still be pushing back on the total market approach, change is inevitable. Collectively 38% of the U.S. population is multicultural and the Census projects this segment will be a majority by 2044, if not sooner. As we brace ourselves for the 2020 census that will further reveal the dramatic population shifts within the U.S, its essential that as marketers in the multicultural space we no longer operate in (ineffective) silos – as the shift in population will continue to create more culturally inclusive consumers.
Born at a time where minority groups were rarely represented, or spoken to in a relevant way through media, specialized shops were created in an effort to combat the marginalization of these consumers. The pioneers of multicultural marketing understood the value of this super consumer and the impact they had on driving sales for brands, if an authentic connection was made. While the need for specialized marketers will always exist, client’s needs and challenges are shifting.
In 2016 and beyond, clients will continue to seek out innovative marketing strategies and new business opportunities, driven by data and smart consumer insights; and they should rely heavily on their partners and agencies to deliver this knowledge. Unfortunately, many multicultural shops have failed to evolve and keep pace with the growing reliance of innovation, through data, insights and measurement. This lack of progress has done an injustice to the industry and in some ways crippled the credibility of the discipline.
As an industry, multicultural marketing needs a rebranding, maybe even a full on facelift. It’s not enough to use broad generalizations as insights or to know only about Hispanics, or African-Americans or the LGBT audience. The AND factor needs to be understood and applied. Data rigor and insights are key to going deeper into the consumer psyche. Unveiling commonalities and nuances amongst segments and unearthing the why factor behind consumer attitudes, behaviors and motivations help to identify business opportunities, which increases business performance.
With population size comes influence, and an increase in cultural blending from the mainstream, which will have implications on brands. [When asked, 71% of all Millennials say they appreciate the influence of other cultures on the American way of life.] Smart and savvy marketers know that continually reinventing oneself is necessary. The reinvention of Total Market is Cultural Marketing, and it’s here. Society’s mindset is radically changing and businesses that don’t take notice of the convergence of demographic and social trends will be left behind.
Author Bio: LaToya Christian is Associate Director at GroupM, Multicultural Marketing and Analytics Division in NYC. Working across GroupM agencies and serving clients such as Target and AARP, she applies both art and science to the world of multicultural marketing. With a deep love for great storytelling, consumer behavior and culture, LaToya is determined to make marketing and media more inclusive and reflective of the true American landscape. (GroupM is a WPP Company).