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Companies should also be aware that consumers often have a certain comfort level toggling between different cultures. As Lynne d Johnson, Senior Vice President of Social Media at The Advertising Research Foundation observed, “Today’s multicultural consumer code- and culture-switches, and brands need to understand that. You can’t speak with consumers in just one voice, or expect to reach groups at various life stages with the same messages,” said Johnson, also noting that generational differences impact how marketing messages are received.
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