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The Diversity Divide: Don’t Separate Your Brand From Potential Consumers

Mon, 04/14/2008 - 04:00 — admin

“Only 25% of all African-American and Hispanic consumers find marketing and advertising personally and culturally relevant,” says Yankelovich. What that means is that many brands are not connecting with a significant and growing portion of U.S. consumers.

Running multi-cultural campaigns and speaking to multi-cultural sensibilities, while excluding multi-cultural customers in general market campaigns is superficial and short-sighted. And many corporate websites do not reflect the diversity of their customer base.

What should marketers do? Display cultural relevance that is more than superficial, says Yankelovich. For example, don’t run a special ad for, say, Black History Month, and then ignore African-American customers in your general market advertising.

Make your brand is personally relevant, based on a genuine understanding of what’s important to multicultural consumers.

Source: Yankelovich MONITOR

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