Why it matters

Multicultural consumers are a vital consideration for brands that want to drive growth and retain relevance as major changes reshape the US population. Communications aimed at different audiences must also reflect deep insights and authentic messages.

Takeaways

  • Conducting a rigorous assessment of media strategies is vital to making sure that brands are reaching multicultural audiences in line with their objectives.
  • Representing different consumer cohorts throughout the advertising process – from creation to casting – is essential.
  • Detailed measurement programs are required to ascertain multicultural success, such as by determining the “gaps” between multicultural segments and national averages.

A spot that aired in the fifth week of 2010 is one of the decade’s most memorable pieces of advertising.