1、Engaging Multicultural AudiencesThe Research,Insights,and Creative Tactics for Meaningful Brand Messaging Across Cultural GroupsEngaging Multicultural Audiences0302Imagine,for a moment,that youre at your favorite restaurant ordering your favorite meal.You notice the server leaving the kitchen with y

2、our food,you get your silverware ready,and then,you see it:40%of your meal is missing.What would you do in this situation?Would you complain,or maybe send the meal back?Would you leave a poor review,or ask to see a manager?All of these are valid responses,because paying for 100%of a product and only

3、 getting 60%of that product is bad business,regardless of the transaction.Yet,thats not how we treat it in the ad industry.Not only is this practice accepted,but it is,in fact,often rewarded.Thats because only 60%of the U.S.population identifies as non-Hispanic Caucasians.But that 60%of the U.S.popu

4、lation is the recipient of 94.7%of ad industry targeting.We are,as a collective,spending almost all of our budget on 3/5 of the potential.To call this shortsighted is an understatement.The demographics were ignoring are among the most powerful consumers in the history of the world.Consider the follo

5、wing:Hispanic consumers in the United States represent the fifth-most-powerful GDP in the world,ahead of India,the UK,France,Italy,and Russia,among others.They are an international spending powerhouse,and yet they only receive around 4%of U.S.ad targeting.The Case for Multicultural AdvertisingINTROD

6、UCTIONBlack customers are currently responsible for$900 billion in spending annually,with estimates suggesting that this figure will grow to as much as$1.7 trillion by 2030.Data also suggests that Black consumers represent 30%of the“trendsetter”segment,meaning that the influence and spread of their