The move to mainstream: Key trends in US multicultural marketing

Geoffrey Precourt

This report covers the opening session of the ANA Multicultural Marketing and Diversity Conference in which Bob Liodice outlines how the US population is becoming increasingly diverse - to the extent that "multicultural" marketing may soon become a redundant term.

The move to mainstream: Key trends in US multicultural marketing

Geoffrey PrecourtWarc

The size of the Association of National Advertisers' (ANA) annual Multicultural Marketing and Diversity Conference has doubled in just two years (more than 700 registrants signed up for the 2011 session in Miami Beach, Florida).

But the consensus among the event's speakers was that a convergence of a changing American population and the mainstreaming of emerging technologies may soon render the assembly obsolete.

Powerful arguments came from senior marketers that multicultural programs not only have become integral parts of general-interest efforts, but that such efforts...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands