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Does Having Multicultural Marketing Mean Your Brand is Inclusive?

Does Having Multicultural Marketing Mean Your Brand is Inclusive?

  • MSI

Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.

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Improving Inclusive Advertising

  • Posted: October 20, 2023

A new study by Paramount looks at the current state of inclusive advertising and offers six tactical strategies to improve advertising for the benefit of consumers and brands.

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Firm Beliefs – How to Shape Your Own Career

  • Posted: October 13, 2023

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

Different Environmental Advertising Appeals Resonate with Young Men vs. Women

Different Environmental Advertising Appeals Resonate with Young Men vs. Women

  • JOURNAL OF ADVERTISING RESEARCH

Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.

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Firm Beliefs – How to Shape Your Own Career

Firm Beliefs – How to Shape Your Own Career

  • YOUNG PROS & WOMEN IN ANALYTICS

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

Member Only Access

Consumer Trends 2023-24

  • Posted: August 23, 2023

As we approach the fourth quarter of 2023, researchers have explored the trends that will impact consumers for the remainder of the year and into 2024. Here are two different perspectives. 

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Scoring for Representation

  • Posted: July 5, 2023

Scott welcomed Radha to their virtual fireside chat on the subject of representation in media and the workplace. Scott recalled that at ARF AUDIENCExSCIENCE Conference in 2020, CBS outlined its steps to improve diversity and inclusiveness as both a moral and a business imperative. He asked Radha about CBS’s current thinking.

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