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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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.
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.
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.
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.
Case Study
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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.
News
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18 October 2019
Young Muslim travellers have stopped waiting for countries and companies to adapt to their needs and are now taking matters into their own hands, according to new research by TBWA\Asia.
Article
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ARF - Knowledge at Hand, January 2019
Provides a brief overview of the Hispanic population in the United States and how to appeal to this increasingly important segment.
News
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14 August 2019
Fast-growing, young and with significant buying power, the Latinx community is increasingly defining what it means to be American, a new report suggests – and brands need to understand how to influence them on the path to purchase.
News
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12 July 2019
Movies that are targeted primarily at black audiences could also be promoted more extensively to different groups of consumers, a paper in the Journal of Advertising Research (JAR) has suggested.
News
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18 June 2019
FMCG giant Unilever has turned its gaze inwards as part of its ongoing campaign against stereotyping, with an exercise designed to jolt its top marketers into greater awareness of unwitting stereotyping and ‘Unstereotype Bootcamps’ to ...
Research Paper
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Morgan E. Ellithorpe, Michael Hennessy, and Amy Bleakley, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 158-170
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.
Opinion
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Raafi Alidina, May 2019
Portraying diversity and inclusion in ads is a good thing, says Raafi Alidina, a consultant at Frost Included, but it’s not something to be ‘done on the side’.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 40-52
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Article
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WARC Best Practice, January 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.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018
McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.
News
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14 December 2018
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
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2018
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
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30 November 2018
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.
Opinion
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Geoffrey Precourt, November 2018
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
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Geoffrey Precourt, Event Reports, Advertising Week New York 2018, October 2018
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.
News
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17 September 2018
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.
