Marc Pritchard, Chief Brand Officer at Procter & Gamble, called on a simple statistic to demonstrate the company's enviable strength with multicultural consumers.


Marc Pritchard, Chief Brand Officer, Procter & Gamble

Eighteen of the organization's top 22 brands, he boasted, now occupy first or second spot within their category in terms of market share among Black and Latino shoppers. This success, he continued, has been "hard-earned" – and rests, in no small part, on tackling latent preconceptions and assumptions inside the four walls of the Cincinnati, Ohio-based consumer-packaged goods manufacturer.

"It has required major interventions to raise the bar on inclusive brand-building, including a soul-searching admission of our own biases to dispel some long-running multicultural marketing myths," Pritchard confessed at the Association of National Advertisers' (ANA) 2017 Multicultural Marketing & Diversity Conference in Miami Beach, Florida.