5 secrets to more effective multicultural marketing

Douglas Quenqua

The 2010 US Census demonstrated that all ethnic minority groups experienced double-digit population growth in the past ten years, and taken together, the buying power of the Hispanic, African American, Asian, and Native American communities exceeds $1.5 trillion a year.

5 secrets to more effective multicultural marketing

Douglas Quenqua

There was a time when U.S. businesses could choose whether multicultural marketing was something they wanted to budget for. Is it worth devoting precious time and resources just to reach niche markets? Don't general-market campaigns already appeal to audiences of every stripe? And do these audiences even represent enough buying power to warrant targeted outreach?

If you're still asking those questions today, you might want to check out the results of the 2010 Census. Hispanics now make up 16 percent of the population, African Americans account for 13 percent, and Asian...

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