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How brand marketers are connecting with the new 'general market'
This article presents the challenges of marketing to a multicultural nation. It suggests that the US is trending towards a truly diverse society and there is great value for brands in appealing to a diverse range of people.
Brand Cross Cultural Index: Reframing brand value in the new marketplace
Ranking brands based on their ability to build meaningful connections across ethnic segments.
The multicultural edge: Rising super consumers
Nielsen research on the African-American, Asian-American and Hispanic communities.
Marketing to the new majority
This article looks at how brands must make ethnic segments an integral part of overall business strategies.
General Mills seeks to engage the new American family
The importance of reflecting modern values when using 'family' as the target audience.
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BBC 1Xtra: Black is not the cause, it's the result
This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.
Supermalt: The Curious Case of Benjamin Button
This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.
Bio Green: One giant leap for Edna
This case study describes how Bio Green, a yoghurt-based products company, redesigned and relaunched its product range.
Kingsford Charcoal: United we grill
This case study describes how Kingsford Charcoal reinforced the notion of togetherness to key consumer groups in order to instill the association between the brand and the social benefits of gathering with friends and family.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
Cultural diversity and its impact on global consumer markets – executive briefing
This report explores how growth in cultural diversity is changing global consumer markets and explains how these changes affect marketers.
Redefining Generation Y: Ethnic youth in the UK
This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth.
Kimberly-Clark heeds multicultural-marketing alarm
This event report outlines how Kimberly-Clark, the personal care and healthcare group, is tackling multicultural marketing.
YBMs: religious identity and consumption among young British Muslims
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims.
How market researchers can reach out to minority groups
This event report discusses how market researchers can engage with pockets of consumers who are often neglected or hard to reach.
Multicultural marketing: Taking niche brands mainstream
This article looks at the growth potential for brand owners who wish to take traditional ethnic minority brands and develop a mainstream presence for them in Britain.
Multicultural Beauty: benefiting from diversity
This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.
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