Today, diversity is the default, not the exception. Minorities are already the majority in some of the largest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the “new general market” as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities.
Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the 2010 Census, and show marketers how to develop integrated campaigns that effectively reach today’s culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown’s vast database of consumer research, Marketing to the New Majority provides a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Burgos and Mobolade, both brand experts, provide consulting and research services to a number of leading companies. To learn more about Millward Brown’s Cultural Strategy Expertise and how we can help you reach your audience, please contact us.