Blog > Digital Marketing > Multicultural Marketing: What Is It and Why Is It Important?

Why Brands are Promoting Diversity and Inclusion in Their Marketing Campaigns

February 13, 2024
·
10
min read

Today’s world is more diverse and interconnected than ever before.

And as more and more businesses recognize the need to go beyond conventional marketing approaches and acknowledge the rich tapestry of cultures, ethnicities, and identities within this country we call home, multicultural marketing is quickly gaining steam.

It’s more than just a trend. It’s a shift in how businesses engage with their audience and if you’re a brand looking to stay ahead, you’re going to have to get on board too!

So, if you’re looking for ways to embrace the diversity of your target market in your next campaign, then today’s blog is for you!

We’re bringing you the inside scoop on multicultural marketing, why it’s important, and how you can diversify your existing marketing strategies!

What is Multicultural Marketing?

A giant question mark. What is multicultural marketing?

Multicultural marketing, also known as ethnic marketing, inclusive marketing, or diversity marketing, is a type of marketing where businesses purposely tailor their products, services, and marketing campaigns to appeal to diverse consumer groups, especially those from different ethnic, linguistic, or cultural backgrounds.

The goal of any good multicultural marketing campaign is to recognize and address the unique needs, preferences, and behaviors of a specific demographic segment of your target audience. 

Why are Companies Developing Multicultural Marketing Programs?

There are a variety of reasons that a company may choose to run campaigns tailored to a multicultural audience.

Here are some common ones:

  • Market Growth and Expansion —Targeting diverse demographic groups allows companies to tap into new and expanding markets, contributing to overall business growth.
  • Demographic Relevance — Reflecting the diversity of the population in marketing campaigns helps a brand remain relevant and relatable to a broader audience.
  • Cultural Sensitivity — Multicultural campaigns demonstrate cultural sensitivity, helping companies avoid unintentional cultural missteps and connect with consumers on a deeper level.
  • Increased Brand Loyalty —Tailoring products, services, and marketing efforts to specific cultural groups can build a sense of loyalty and connection among consumers who feel understood and valued.
  • Competitive Advantage —Companies that embrace diversity and run multicultural campaigns gain a competitive edge by distinguishing themselves as inclusive and culturally aware in comparison to competitors.
  • Meeting Consumer Expectations — In today's globalized and diverse world, consumers increasingly expect brands to recognize and celebrate diversity, making multicultural campaigns align with consumer expectations.
  • Brand Authenticity — Authentic representation and engagement with diverse communities contribute to a brand's authenticity, building trust and credibility among consumers.
  • Social Responsibility — Companies running multicultural campaigns demonstrate social responsibility by promoting inclusivity and supporting diversity initiatives.
  • Access to Niche Markets — Identifying and targeting niche markets within specific cultural or ethnic groups allows companies to address unique needs and preferences.
  • Adapting to Changing Demographics — As demographics shift and become more diverse, companies proactively adapt their marketing strategies to mirror these changes.
  • Global Reach — Multicultural campaigns enable companies to appeal to diverse audiences not only locally but also in global markets, expanding their reach.

How to Incorporate Multicultural Marketing into Your Existing Strategies

Three interconnected puzzle pieces with their last piece coming into place.

No matter what your reasoning may be, here are some excellent ways to incorporate multicultural marketing into your strategies (the right way)!

1. Have Diverse Members on Your Team

If you’re looking to connect with a specific minority group in your next campaign, it’s only logical to have some diverse members on your own team!

Diversity on your team gives you varied perspectives and different cultural insights and experiences to the table, which can be extremely helpful while you build out your campaign.

It also gives you a potential language expert to fine-tune your messaging and a built-in barometer to help you gauge whether or not your campaign is hitting its mark on each marketing channel and navigating with the cultural nuances and sensitivity you’re after.

2. Do Your Research

If you are planning on running a multicultural campaign, then it’s important to become thoroughly familiar with the target demographic you are trying to reach.

Throwing content out there without doing research runs the risks of stereotyping or otherwise offending your market and throwing cold water on your momentum. Not something you want.

You should also do research on any local language and slang so that your messaging can resonate better with your target audience and sound overall more authentic and relevant to their ears.

3. Gather Feedback from Minority Groups in Your Target Audience

If you truly aren’t sure how your content will come across to the group you’re targeting … then just ask someone, friend.

Don’t be afraid to request feedback from members of the minority group you’re seeking to target. If you’re not sure how to go about asking, here are some common and simple ways to get the insight you need!

  • Community Platforms — Create or leverage existing community forums or platforms where members of the minority group gather. Initiate discussions and seek feedback on specific content, campaigns, or messaging.
  • Social Media — Engage with the minority community on social media platforms. Conduct polls, ask open-ended questions, and encourage direct messages for feedback.
  • Email Surveys — Design targeted email surveys to gather detailed feedback. Include questions about specific content, cultural sensitivity, and overall brand perception.
  • Q&A Sessions — Host virtual or in-person Q&A sessions dedicated to gathering feedback. Encourage participants to share their opinions, concerns, and suggestions in real time.
  • Focus Groups — Organize focus group sessions with members of the minority group. Facilitate open discussions to understand their perspectives on your marketing efforts.
  • Diversity and Inclusion Workshops — Participate in or organize workshops focused on diversity and inclusion. Use these platforms to initiate conversations about your marketing content.
  • Inclusive Language Analysis — Review your marketing content for inclusive language and cultural sensitivity. Seek feedback on language choices to ensure they align with the community's preferences.
  • Collaborate with Community Leaders — Identify and collaborate with community leaders or influencers. Leverage their insights and connections to gather authentic feedback.
  • Online Surveys and Forms — Create online surveys and feedback forms accessible to the minority community. Keep your questions respectful, open-ended, and make sure that they cover various aspects of your marketing efforts.
  • Feedback Collection Platforms — Use specialized platforms designed for collecting feedback and insights. Make sure these platforms provide anonymity if necessary to encourage honest responses.

4. Check Your Campaign for Authenticity

Another use for this feedback could be to gauge whether or not your campaign, ads, and other content are coming across as authentic and respectful.

Authenticity helps you to build trust in your brand and prevents your campaign from coming across as offensive, self-serving, or culturally insensitive.

Because this is so crucial for your success, be sure that you are checking elements of your messaging and campaign for authenticity, either through members of your team or by requesting feedback from representatives of your target audience!

5. Keep it Simple

Speaking of coming across as self-serving … you definitely don’t want to overdo it with the language and messaging of your campaign.

Aim to keep things simple and strike a balance with your multicultural content. Avoid excessive self-promotion and, instead, focus on providing genuine value to your audience.

It’s still about marketing your products and services, so emphasize how your brand offerings can contribute positively to the lives of your target audience without overdoing it on the cultural or community-oriented aspects of your message.

Remember, at the heart of it, the goal is to build meaningful connections, foster understanding, and showcase your brand’s commitment to making a positive impact!

6. Partner with an Influencer

Teaming up with influencers that vibe with your brand can be a game-changer for reaching and engaging with a diverse audience.

The right partner can give you a cultural connection to the specific minority group you’re targeting and add an extra dose of authenticity to your campaign. Their language and communication style can also help bridge the gap between your brand and your audience.

Influencers also have many, many followers and by teaming up, you can put your brand in front of new eyes from a source that they already find trustworthy and familiar.

Benefits of a Successful Multicultural Marketing Campaign

A big orange star. The benefits of a successful multicultural campaign.

A successful multicultural marketing campaign can yield a range of benefits for businesses, contributing to their growth, brand image, and overall success. Here are some key advantages:

  • Expanded Market Reach — By acknowledging and targeting diverse demographic groups, businesses can expand their market reach and tap into new, often underserved, consumer segments.
  • Increased Sales and Revenue — Connecting with diverse audiences can lead to increased sales and revenue as brands cater to the specific needs and preferences of various cultural groups within your general market.
  • Enhanced Brand Loyalty — Successful multicultural marketing fosters a sense of inclusion and cultural understanding, leading to increased brand loyalty among consumers who feel seen and valued.
  • Competitive Advantage — Brands that effectively engage with diverse audiences gain a competitive edge by standing out as inclusive, culturally aware, and reflective of the diverse world in which we live.
  • Cultural Relevance — Staying culturally relevant through multicultural marketing ensures that a brand remains relatable and resonant with the evolving values and identities of its audience.
  • Positive Brand Image — Authentic representation and cultural sensitivity in marketing contribute to a positive brand image, enhancing the public perception of the company.
  • Customer Empowerment — Multicultural marketing empowers consumers by recognizing and celebrating their unique identities, fostering a deeper connection between the brand and its audience.
  • Global Expansion Opportunities — Brands that successfully navigate multicultural marketing at a local level may find opportunities for global expansion, appealing to diverse audiences worldwide.
  • Brand Authenticity — Authenticity is a key outcome of multicultural marketing. Brands that genuinely embrace diversity and inclusion build trust and authenticity with their audience.
  • Innovation and Creativity — Diverse perspectives within multicultural teams often lead to increased creativity and innovation, helping businesses stay at the forefront of their industries.
  • Positive Social Impact — Successful multicultural campaigns contribute to positive social impact by promoting inclusivity, breaking stereotypes, and fostering understanding among diverse communities.
  • Adaptability to Changing Demographics — Businesses that embrace multicultural marketing demonstrate adaptability to changing demographics, ensuring they remain relevant in an evolving marketplace.
  • Cultural Insights — Engaging with diverse communities provides businesses with valuable cultural insights that can inform product development, marketing strategies, and overall business decisions.

Examples of Successful Multicultural Campaigns

It’s been done before!

The following are four examples of big brands that nailed their multicultural campaigns and came out all the better for it.

In no particular order, here they are:

Coca Cola — America is Beautiful

Coca-Cola’s “America is Beautiful” campaign was launched during the 2014 Super Bowl with the commercial you see above.

The ad was a slam dunk in celebrating diversity and inclusivity, showcasing people from a variety of ethnic groups, and cultures across the United States. 

Target — Bring Home Support

This ad from Target features several minority-owned companies whose products are sold in Targets across the nation, including BLK & Bold Coffee, The Doux, Otis, and Siete.

This highlights the brand’s dedication to diversity and empowers minority-owned businesses by showcasing their products, reinforcing their commitment to supporting a wide range of entrepreneurs in retail.

Adidas — Calling All Creators

This global initiative revolved around the idea that creativity is the answer to the world’s problems.

Featuring a diverse array of athletes, musicians, designers, and other creators, Adidas’s campaign celebrates the power of creativity to drive change, inspire innovation, and shape culture.

Amazon and KORTX — International Women’s Day

This ad campaign from Amazon and KORTX celebrates women who “innovate, lead, and uplift others towards a more equal and inclusive workplace.”

The goal of the campaign was to highlight businesses owned by women from all different backgrounds, featuring not just sponsored ads for their products but panel discussions, career coaching, fitness and meditation classes, music events, and more to call out discrimination, challenge gender stereotypes, and champion diversity and inclusion.

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Looking for a Marketing Partner to Diversify Your Strategies?

If you’re looking for a partner to help you change things up, diversify your strategies, and set your brand up for long-term success, then we have a simple suggestion.

Partner with Designity.

Designity is not only made up of the top 3% of US-based talent but is a veritable melting pot of different races and cultures, guaranteeing that we know exactly how to bring a diverse and inclusive perspective to each and every marketing project we take on.

Designity is committed to understanding and respecting the unique characteristics of all communities and to keep your brand authentic, respectful, and always resonating with a wide range of audiences and multicultural consumers.

If you’re looking for a top-notch team of graphic designers, marketing strategists, copywriters, video experts, and more, all at a much lower price point than you’d get with freelancers or an in-house team, Designity has all you need.

Every Designity account is also led by an experienced Creative Director, a marketing and design expert, ready and willing to take over your marketing projects, source the talent you need, and make sure all of your deliverables are of the highest quality and ready to go when you need them.

If you’re ready to see for yourself how Designity can elevate your multicultural strategies and all of your upcoming marketing campaigns, we invite you to take a look at our portfolio.

If you like what you see, then book your demo call so we can get you started with your two-week, no-obligation trial.

Are you ready to diversify your strategies and better connect with your audience?

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About the author:
Sara Lopez
Sara is a Texas-based copywriter.
Interested in content collaboration? Email at press@designity.com
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