If you doubt that the face of America is changing, visit an elementary school.
The U.S. Census Bureau projected years ago that by 2020, 50.2 percent of children under age 18 would be ethnic minorities. In many states, including Delaware, that day has arrived early.
The next huge shift: by 2040, people of color will become the nation’s majority.
The demographic changes mean that multicultural marketing messages must speak to a variety of ethnic groups — and a growing lesbian, gay, bisexual and transgender (LGBT) community. Multicultural marketing is no longer an option. Savvy marketers must become more knowledgeable about multicultural communities and cross-cultural dynamics.
Old marketing rules don’t apply anymore. Ten to 15 years ago, campaigns focused on specific ethnic groups, such as African-Americans or Koreans, with specifically targeted “multicultural marketing” tactics and messages. Now marketers are striving to master a “total market approach” that aims to reach across general and ethnic markets with a meaningful message that appeals to all while appreciating specific cultural nuances.
The goal is to be culturally relevant to more people and engage in meaningful conversation. Here are five more tips to prepare for and respond to this demographic shift: [Read more…] about Is your multicultural marketing speaking to cross-cultural audiences?