Marketing to a multicultural nation: How brand marketers are connecting with the new 'general market'

Lisa Skriloff

Back in the early 1980s, during my tenure as editor of the trade newsletter Hispanic Age, it took guest columns by the likes of Anheuser-Busch, Campbell Soup Co., Coca-Cola USA, and Colgate-Palmolive to make the case for marketing to Hispanics — a tough sell at the time. Oh, how far we've come. Today, across industries, marketers are creating robust marketing plans that consider not only Hispanics but all consumer segments. As the latest U.S. Census results show, the so-called "minority market" is now the majority in most key urban areas throughout the country.

In fact, for the first time, racial and ethnic minorities make up more than half the children born in the United States. Walmart predicts that 100 percent of its growth over the next five years will be driven by multicultural consumers. In this Q&A, five experts weigh in on the challenges of marketing to a multicultural nation, the value of cross-cultural marketing versus traditional multicultural marketing, and the role new media plays in reaching multicultural consumers, among other topics.

Our experts

What else does this article talk about?

  • Ethnic & minority groups
  • Cultural influences & values
  • Corporate culture
  • LGBT

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