Cultural diversity and its impact on global consumer markets – executive briefing

This report explores how growth in cultural diversity is changing global consumer markets and explains how these changes affect marketers.
  • Globalisation, cheap air travel and foreign study mean immigration has increased, with the highest levels in the US, Germany, Russia, Italy, Australia, Canada and the UK.
  • More culturally diverse societies have more diverse needs in terms of food, hair & beauty products, and financial services to meet religious requirements.
  • There are several multicultural marketing strategies, including targeting by ethnic group, using celebrities in 'ethnic orientated' campaigns and targeted social media initiatives.
  • But there is movement towards a more integrated approach with 'total market' campaigns which reflect diversity but focus on shared culture, and 'cross-cultural' campaigns which give...

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