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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.
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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Mozilla Firefox: How Mozilla unified Africa to penetrate the market and launch the best mobile device in the continent in 2015
This case study presents the integrated campaign devised by Mozilla, a for-profit company owned by a non-profit organization, to launch its own smartphone in the growing African communications market.
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.
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.
Zing Digital: Diversity in Unity
This case study shows how Zing Digital, a Direct to Home (DTH) services provider, successfully launched a campaign that delivered region specific communications across India and took share from larger rivals.
Barbie's road to multicultural reinvention - and renewed relevance
This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.
Heineken's approach to multicultural shopper marketing
This event report presents guidance from Heineken, the brewing group, about using shopper marketing to engage multicultural audiences.
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.
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.
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.
How Wells Fargo builds storylines for LGBT audiences
This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.
State of the Asian American consumer: Growing market, growing impact
This report, from Nielsen, analyses the various facets of Asian American consumers: a growing segment of the US population.
African-American consumers: Still vital, still growing
This report provides analysis of the media and purchasing habits of African-American consumers in the United States to help better understand their general media viewing preferences, buying behaviours, and what influences and motivates their actions.
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