The future of marketing is going to be driven by multicultural and diverse audiences. Yet most companies aren’t prepared to engage in an authentic and effective way—preferring the general market tactics that worked in the past, or limiting their outreach to affinity months. It’s a missed opportunity, one that is sure to limit future growth.
As the United States becomes more diverse by the day, multicultural audiences are driving our economic, political and social future. Over the past five years, the growth of both the population and buying power of Hispanic, Black and AANHPI communities have surpassed that of non-diverse communities. Diverse voters are likely to decide the 2024 election in critical swing states. Mainstream culture is being shaped by the music, fashion and language originating in diverse communities.