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Article

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

News

Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.

Research Paper

Nationwide, a British mutual financial institution and building society, uncovered insights around British Muslims by launching a lifelogging study to generate product ideas for the target.

News

Representation of black, Asian and minority ethnic (BAME) people in UK advertising has more than doubled in just the last three years, yet many feel ads too often cast BAME characters in supporting roles rather than as the main protagonists.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Opinion

Marc Pritchard is the brand chief at the world’s largest advertiser. And he has very personal reasons for using this communications muscle to help drive social change, as Geoffrey Precourt reports.

Article

Marc Pritchard, the chief brand officer of consumer goods giant Procter & Gamble, believes that the marketing industry should truly embrace purpose-driven strategies and communications.

Article

This research aims to examine how power states and others' statuses interact to influence status consumption.

News

NEW YORK: Digital savvy African American consumers have embraced technology to such an extent that they are having an unprecedented impact on the economy, culture and wider society, a new study suggests.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

News

SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

News

NEW YORK: Technology is transforming Latinx consumer behaviour, from shopping to communication and media consumption, according to a new study from Nielsen.

News

JAKARTA: Indonesia’s embrace of Islam is extending into all areas of life, changing how consumers interact with everyday goods and services and with brands and advertisers having to respond accordingly.

News

TORONTO: Scotiabank, the financial services provider, has successfully engaged consumers in Central and Latin America through more closely aligning its sponsorship and philanthropic efforts.

News

IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.

Article

A data-fueled look at how US Hispanics are a valuable demographic and what they look for during the online retail path to purchase.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

News

NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.

News

SAN FRANCISCO: HP, the US tech firm, has spent at least two years putting pressure on its agencies to increase the diversity of teams working on HP accounts, and now it appears the initiative is paying off in terms of commercial results.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

News

SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.