How Procter & Gamble identified (and filled) the “gaps” in its multicultural advertising

Procter & Gamble, the consumer packaged goods manufacturer, conducted rigorous analysis of its multicultural marketing to ensure it was excelling in this area.

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

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