Article
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
Article
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Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
Article
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David Burgos, WARC Best Practice, July 2016
This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.
News
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01 July 2020
Marketers should turn their investment decisions towards the present moment and respond to major concerns around racial injustice and COVID-19, according to Bozoma Saint John, the new CMO of streaming giant Netflix.
Article
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Anna Hamill, Event Reports, Lions Live, June 2020
Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.
Article
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Edelman, Research on WARC, June 2020
Looks at US consumer attitudes and buying behaviors related to racial justice, based on a representative survey of 2000 US consumers conducted from June 5 – 7, 2020.
News
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03 June 2020
Companies must “have a voice” and demonstrate they “truly care” about issues like racial injustice in the face of rising tensions in the US, according to Manoj Raghunandanan, global president of Johnson & Johnson’s Self Care unit.
News
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02 June 2020
Marketers should double down on efforts to boost diversity and inclusion in the face of the COVID-19 crisis, according to Marc Pritchard, chief brand officer at Procter & Gamble, the FMCG manufacturer.
Article
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Geoffrey Precourt, WARC Exclusive, June 2020
Toyota, the automaker, is seeking to engage with multicultural audiences in relevant, authentic ways as it drives brand metrics and sales.
Article
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Stephen Whiteside, WARC COVID-19 Series, May 2020
Procter & Gamble, the consumer packaged goods manufacturer, is continuing to emphasize diversity and inclusion even as COVID-19 disrupts the marketplace.
News
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11 May 2020
COVID-19 has been an interesting period of opportunity, according to Chris Kenna, founder and CEO of Brand Advance, a diversity-driven global media ecosystem.
Opinion
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Gabey Goh, May 2020
As part of WARC's special series on Marketing in the COVID-19 crisis, Gabey Goh, Asia Editor at WARC, interviews Nazirah Ashari, Strategy Director at TBWA\Kuala Lumpur, to discuss how marketers should be approaching Ramadan and the following Eid celebrations during this pandemic.
News
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14 April 2020
Ramadan, which begins in ten days, is traditionally accompanied by much social mingling from tarawih prayers to food bazaars, but this year will be very different thanks to the COVID-19 pandemic and brands will need to take a very different ...
Article
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Nazirah Ashari, WARC COVID-19 Series, April 2020
TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.
News
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12 March 2020
Brands often make the mistake of creating a single message that they simply flip from subdued to celebratory between Ramadan and the Eid al-Fitr festive periods, according to digital agency ADA.
News
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07 February 2020
Muslim travellers are predicted to contribute US$300bn to the global economy in the next decade and the market has shifted from niche to a mainstream one, according to Mastercard and Crescent Rating.
Article
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WARC Best Practice, December 2019
Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.
News
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04 December 2019
Denny’s, the quick-service restaurant chain, is putting inclusivity at the heart of its strategy as it seeks deepen bonds with multicultural consumers.
News
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03 December 2019
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
News
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03 December 2019
Ford, the automaker, is seeking to authentically engage with Black women, an audience that is a major source of growth for vehicles like its pick-up trucks.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Denny’s, the quick-service restaurant chain, has committed to engaging multicultural consumers in powerful, authentic ways, helping overcome an uneven legacy in this area.
Research Paper
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.
Article
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Research on WARC, November 2019
This Faber Novel report studies brand immersion strategies that can reach out to an untapped, community-based niche market of close to 70 million Chinese residing outside China.
