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News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

News

LONDON: The four-day Islamic festival of Eid al-Adha begins in the UK on Friday, yet some Muslim retailers and marketers are surprised big retailers haven’t seized the opportunity in the way they do for Christmas and other events in the ...

News

SINGAPORE: Through an influencer-led campaign, the South Korean beauty brand Laneige is questioning pervasive ideas of beauty in Asia, by featuring blogger Trishna Goklani as a love interest of Indian descent.

Article

This article summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

News

CANNES/SAN FRANCISCO: Brands serving diverse audiences should endeavour to represent all the elements of their customer base in ads, according to Jonathan Mildenhall, Chief Marketing Officer at Airbnb, the online accommodation and experiences ...

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

News

SYDNEY: Australian marketers and their agencies are becoming more aware of diversity issues and many are now actively working to create more culturally relevant work, a senior agency executive has said.

News

FORT LAUDERDALE, FL: Neuroscience can be an extremely useful tool for television networks seeking to understand the precise preferences of different audience segment, a leading executive from Viacom has argued.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

Article

This article challenges conventional ideas about multicultural marketing by providing examples of successful B-to-B campaigns from UDN, Prudential and Aon.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

News

LOS ANGELES: Wells Fargo, the financial services provider, is asking its agencies to pursue "natural collaboration" in order to deliver truly impactful total-market communications.

Article

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Article

This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

Article

This short article displays data that evidences the view that marketing in 2016 should be frank about demographic changes in the US.