Marketing to the New Majority: Strategies for a Diverse World

Right this moment, variety is the default, not the exception. “Minorities” are already the bulk in among the largest cities in the USA, and demographers predict that the identical will probably be true of the nation as an entire earlier than 2050. But firms proceed to handle the “normal market” as a separate viewers from ethnic shoppers, fairly than acknowledging that the brand new mainstream is itself multicultural. As well as, many who do goal multicultural audiences nonetheless make use of advert methods that rely closely on stereotypes and fail to resonate with minority communities. Right here, David Burgos and Ola Mobolade take a look at the modified market revealed within the new 2010 Census knowledge, and present entrepreneurs find out how to develop built-in campaigns that successfully attain these culturally various client populations. Drawing on interviews with trade leaders and Millward Brown’s huge database of client analysis, this e-book will probably be a roadmap to the alternatives and challenges of promoting to the brand new mainstream in a method that feels pure, respectful, and inclusive.