Yuyu Chen, writing for ClickZ, highlights the reasons why effective multicultural marketing to Millennials has become increasingly critical to many companies. Both the spending power and the demographics of African-American, Asian-American and Hispanic Millennials have made it critical to connect with these consumers.
Among the brands that have been building connections with multicultural Millennials according to this article are: Honda, Toyota, Wells Fargo, State Farm, Procter & Gamble, McDonald’s, and Kimberly-Clark.
However, there are challenges to effective multicultural marketing, which include language barriers and cultural nuances.
Among the important factors to be considered when developing multicultural campaigns, according to Lia Silkworth, Executive Vice President and Managing director of Tapestry, a division of SMG Multicultural:
-Deep cultural insights.
-Knowledge of the media habits, behaviors, and interests of the target segment.
-Research is important in order to create authenticity in marketing campaigns.
Chen points out that an alternative to targeting individual multicultural segments is the total market approach. This holistic marketing approach involves incorporating ethnic insights into overall marketing communications.
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