If there is a population group that is especially receptive to a Multicultural Marketing strategy, it is the Millennials and Generation Z. We can say that almost half of the gen-zers and 44% of the architect email list are of multicultural origin and that together they represent almost 42% of the population. These consumers maintain their origin but also explore other cultures. They enjoy multicultural experiences in terms of entertainment, food and shopping . Both generational groups have a high awareness and value attached to diversity. In addition, they have a deep-rooted feeling of loyalty towards brands that care about them, they know what they like and what they do not like. At the same time, they do not hesitate to share that information with their friends and contacts, promoting the brand information to spread organically.
What are the basic principles Marketing?
The term diversity comes from the Latin “ diversitas ”, which refers to difference, variety, plurality, complexity or heterogeneity. Therefore, in Multicultural Marketing everyone has a place, without distinction of origin, color, ideas, etc. And that diversity must be present both in the message and in the means used by the Multicultural Marketing Strategy.
Second, the Multicultural Marketing Strategy must recognize fairness. In other words, equity is synonymous with justice, ethics and balance. On many occasions equity is confused with equality, but there is a clear difference. While opportunities seem open to everyone, some people face barriers that others don’t. In this way, equity implies the ability to be fair based on the principle of equality, but considering the individual needs and circumstances of each person. Thus, Multicultural Marketing must promote equal opportunities for people who have historically been discriminated against (women, ethnic groups, people with functional or intellectual diversity). And the way to do it is, for example, translate the website into other languages, optimize it for people with disabilities, and so on.
What should you take into account before establishing
Before starting Multicultural Marketing you have to be very clear about the interests and values of your audience . It is important to know first-hand, both through your own research or that of others, the real behavior of your audience. Keep in mind that culture-focused topics tend to be touchy. Therefore, working on assumptions instead of realities can be counterproductive for your brand strategy. Multicultural Marketing approaches consumers from different countries, languages, ages or genders. And in many cases, historically disadvantaged minority groups.
Therefore, to generate trust, they need to feel that your brand understands them, supports them, motivates them and gives them a voice . If you want to achieve a powerful emotional connection with your audience, it is vital that you clearly define and explain what the central message of your brand is. Also, that brand message must be authentic. Your multicultural audience must feel the commitment of your company so that they accept it as their own . And in no case should the message addressed to one group of consumers be perceived as offensive to another.