Procter & Gamble’s four steps for enhanced multicultural marketing

Procter & Gamble, the fast-moving consumer goods manufacturer, is seeking to make sure that all of its marketing is imbued with deep multicultural insights.

For Procter & Gamble – the owner of blue-chip products like Tide detergent, Pampers diapers and Gillette razors – multicultural is every bit as much an economic issue as it is a social imperative.

Such a philosophy makes considerable sense “when you...