Multicultural Marketing Today
In 2010, it takes more than ever to target minority consumers
Multicultural marketing has changed dramatically from the days of adding rap music to commercials and ads translated into Spanish from English with little cultural meaning.
Welcome to 2010, where, according to several savvy Chicago-area marketers, reliance on racial stereotypes and badly translated Spanish just won’t fly.
Chew on this: the Selig Center for Economic Growth reports that in 2009, the buying power for the African American and Latino audiences numbered in the billions ($910 and $978 billion respectively) and both groups are expected to top the trillion dollar mark by 2013.
With all this green going around, it’s clear African Americans and Latinos wield a lot of power. With the 2010 U.S. Census questionnaires due to be mailed this month, experts predict we’ll emerge as a multicultural nation; according to a recent New York Post article, by 2060 we can expect to be a "minority-majority nation.” So why aren’t more companies catering to these lucrative segments of the population?
Pat Pulido Sanchez is president and CEO of Pulido Sanchez Communications, LLC (www.ppscommunications.com), a Chicago-based strategic communications firm that specializes in helping companies increase their market share and raise their profile among their target audiences.
