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Key reading

multicultural nation

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.

How to market effectively in a multicultural nation

Best practice for marketing effectively in today's US, where roughly 40% of the population is non-white.

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.

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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Latest case studies

du: Digital Fasting

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset, via a series of six online realty TV-style videos, featuring a young Emirati.

NZ Police: Do you care enough to be a cop?

This case study describes how New Zealand Police portrayed frontline policing as a possibility for under-represented parts of the community by communicating an attribute fundamental to good policing: care.

Coca-Cola: Remove labels

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

chatr Mobile: Brand Relaunch

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

Latest articles

Behind Ireland's winning marriage equality campaign

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Why multicultural TV audiences respond to different drivers

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

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.

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.

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