Multicultural Marketing to Become Mainstream in a Millennial World

• Posted: August 31, 2015

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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English Proficiency Rises Among Hispanics

• Posted: May 21, 2015

Cheryl Russell analyzes the Pew Research Center’s Hispanic Trends study, “English Proficiency on the Rise Among Latinos.”

According to the Pew study, although most Hispanics in the U.S. speak Spanish at home, a growing number, currently 33.2 million, speak English proficiently. Pew analyzed 2013 Census Bureau data, which revealed that 68% of all Hispanics ages 5+ are proficient in English vs. 59% in 2000.

During the same 13-year time frame, the share of Hispanics who speak Spanish at home has been declining. As of 2013, 73% of Latinos ages 5+ were speaking Spanish at home, down from 78% in 2000. However, a record number of Hispanics speak Spanish at home, 35.8 million, as the nation’s Hispanic population has grown.

The study also provides details of how “speaking English proficiently” is measured.

The results of the study have implications for the languages and messages developed by marketers in their campaigns to American Hispanics.

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