Skip to content

Leveraging the Power of Inclusion to Gain Multicultural Consumers

Harnessing the Power of D&I

Operating in an increasingly connected and multicultural world comes with new challenges and opportunities. Brands and organizations have to adapt to increasingly fast-changing consumer expectations and demands. With diversity and inclusion ever present in our everyday lives, some companies still get it wrong. Yet, what about those who have successfully harnessed that power to gain or win back consumers? Companies need to understand the benefits of having more inclusive products and authentic marketing, and gain insights into the changing needs and expectations of consumers.

On the Forefront of D&I Driving Revenue

What if these key multicultural insights could drive revenue, help the business run more effectively, and make the business seem to be leading edge? While many have a new perspective and focus on Diversity, Equity & Inclusion, the initiative has yet to be fully realized across global corporations.

At one organization, however, competitive-advantage-producing insights have been identified and actioned. The pandemic has produced “what’s next” and Karen Vega along with her team at Paramount surfed the crest of the wave of the global DEI conversations. Click here for their discussion regarding the production of the network’s “In America” series, which highlights LatinX, Asian, Black and LGBTQ experiences.

Next Steps On Engaging A Multicultural Vision

According to ChatGPT, there are some practical takeaways to adapt D&I strategy to attract and serve multicultural consumers and drive multicultural consumer engagement.

  1. Establish a clear understanding of multicultural consumer groups and their needs: To effectively drive engagement, businesses need to understand the unique characteristics and motivations of each distinct cultural group they are targeting. Research into the values, preferences, language and communication styles of different cultures can help inform targeted campaigns that will resonate more successfully with specific audiences.
  2. Develop culturally relevant content: Content is key when it comes to engaging with multicultural consumers – but this doesn’t mean simply translating existing material into multiple languages or creating generic advertisements that feature diverse models. Instead, create customized messaging that speaks directly to each target audience in their own language or dialect while also reflecting their culture and values.
  3. Ensure diversity across all elements of your campaigns: Multicultural marketing should go beyond just visuals by ensuring diversity in every aspect from casting decisions for ads through to who is behind the scenes making creative decisions about how products and services are presented online or offline. This means having people from a variety of backgrounds involved at all stages – from concept development through execution – giving them an opportunity to provide valuable insights that could influence campaign outcomes positively.
  4. Leverage social media platforms: Social media gives brands access to vast amounts of data on multicultural consumers which can be used to develop tailored strategies for reaching out and connecting with those audiences in meaningful ways such as creating digital communities where members can share experiences related to using particular products/services or engage in conversations around topics relevant specifically to them.
  5. Utilize influencers and ambassadors: Influencers have become increasingly important when it comes to driving engagement among multicultural communities – especially younger ones – as they typically have greater credibility than traditional advertising methods due to its perceived authenticity given their personal connections with followers. Brands should consider recruiting ambassadors from diverse backgrounds who possess an intimate knowledge about what resonates within certain ethnic markets so they can create tailored content experiences accordingly.

Contributor

  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

Related Content

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

 
 

More Related Content

Colorful windows set into a colorful wall.
customer feedback

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

Baby's hand holding an adult's hand.
marketing insights

Mastering Multi-Generational Marketing

Today’s consumer audiences are diverse and span multiple generations. Each demographic group has unique preferences, concerns, and values. Ultimately,…

Happy man holding trophy and confetti raining down.
customer experience

Using Insights to Win Customer Loyalty

Are your customers staying put, or is your company struggling with retention? Leveraging market research and gaining actionable insights could be the…

A wide range of emoji faces from happy to sad and angry.
purchasing journey

Improving the Customer Feedback Experience

As the buyer journey becomes more complex, the customer satisfaction survey remains a foundational tool for the market researcher. With it, companies…

Darts resting on the side of a bullseye.
actionable insights

Taking a Customer-Centric Business Approach

Growth marketing continues to be an effective and nimble way to attract, engage and retain customers. Billed as an alternative to traditional marketin…

A big magnifying glass.
insights culture

Searching for Cultural Anthropology Insights

Consumers and brands are influenced by culture. Our values and identities, among a variety of societal and social factors, are tied to cultural contex…

playing the Jenga block game
marketing mix

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

media insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

sustainable insights

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…

consumer mindset

Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

consumer behavior

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

consumer mindset

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

consumer trends

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

media insights

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

streaming services

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

media insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

path to purchase

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

consumer insights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

media insights

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

marketing

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

consumer insights

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…

data science

One Way To Insights ROI

“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the co…

consumer

LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

foresights culture

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

consumer

DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

behavioral insights

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…

consumer

A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

insights

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…