Multicultural Marketing: The Intersection of Marketing, DEI, and CSR

By: Shelly-Ann Wilson Henry, CEO & Strategic Communications Leader

Today, very few businesses can afford not to cater to a diverse customer base. With the Hispanic population forecasted to reach 111 million by 2060, according to the US Census Bureau, and multicultural Americans representing 37.5% of the total US population since 2018 as noted in Clarita’s report, one would be hard-pressed to find a business that is not designing solutions to meet the needs of this growing multicultural market.

I believe strongly that multicultural marketing is becoming a misnomer the way digital marketing, integrated marketing and strategic marketing did over time. Multicultural marketing has become a key business strategy. Businesses are beginning to recognize and embrace the differences in ethnicities and are creating products and services to address the various pain points. We are beginning to see a shift in campaigns becoming more culturally relevant and empathetic to the unique needs of minority communities. The impending outcomes of these campaigns for many corporations are building brand affinity, maintaining relationships, and increasing market share.

Understanding marketing shifts and how business imperatives like diversity, equity, and inclusion (DEI) and corporate social responsibility (CSR) are impacting the way we approach marketing are integral in building meaningful multicultural marketing strategies. Here are some things to think about.

Marketing Cultural ethnicities have become key ingredients in segmentation strategies. In fact, there are segments within these segmented groups as they are not monolithic. For example, within Hispanic and Asian cultures are several subcultures and differences; some based on geographic locations. Taking a marketing approach that is not one-size-fits-all will result in greater ROI for organizations. As noted in this article on bbntimes.com titled Multicultural Marketing: Why Has It Become So Important? “Communicating this way gives you a greater chance of delivering relevant messages. 56% of marketers felt that it improves the customer experience, while 61% of them thought that it increases conversions.”

DEI Developing successful multicultural campaigns that resonate depends on several internal considerations such as: • Do the people creating the campaigns share similar lived experiences and/or understand the unique challenges of the multicultural consumers they are trying to reach? • Do the people portrayed in advertising represent the multicultural customer base? • Are you using language and messaging that is culturally specific and relevant? • Is there any consideration to how different groups consume content?

CSR Though there are differences across ethnic groups, there are also similarities. The love of family and community resonates across multicultural groups. This makes supporting community initiatives and activities integral in building relationships with these consumers. As you contemplate what support will look like for your organization, here are some things to consider:

• Are you giving back just to tick a box or is it an investment for the long haul?
• Do programs go deeper than just a sponsorship or photo opportunity? • Is there a real interest in providing access to opportunities that are meaningful to the communities involved? • How will you measure impact and what will success look like for your organization in 5 years?

It is important that your approach to multicultural marketing is authentic, robust, and intentional. Thinking of the roles DEI and CSR play as you formulate your strategy will help you support initiatives and build programs that tell a meaningful and impactful story overtime.

For years we’ve helped organizations develop and communicate meaningful initiatives to enhance reputation and goodwill. Schedule a consultation and let us do the same for you.