Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism Ended Up Sending Mixed Marketing Messages
Esther (E.T.) Franklin
Starcom MediaVest Group
Editor’s Note: During the last five years, there has been a strategic debate among marketers about the rapid growth of ethnic minority populations and talk of “minority-majorities.”
In the process, multicultural marketing has become less of a niche activity and more mainstream. An ensuing mêlée, however, has led to considerable confusion over what terms mean, where the boundaries lie, and how reductions in efforts culturally resonate with Black-Americans.
Marketers broadly have spoken of...