Art & Commerce: Say It With Color

Not only is the world getting flatter, it is becoming more colorful. As globalization becomes a reality, advertising and marketing will have to connect with people of every race, nationality, religious background and age group. By 2010 more than one-third of U.S. residents will trace their heritage to Africa, Asia, the Hispanic world, the Pacific Islands or the Middle East. The market clout of these communities is evident in the buying power of U.S. Latinos: At almost $1 trillion it represents the eighth largest GNP in the world. The most successful marketing approaches will be those that incorporate the lifestyles, preferences and values of these diverse cultures in a respectful, engaging and productive manner. But how to do it?1. Take a history lesson. You may be thinking: Why can't I simply hire people from varying backgrounds and incorporate their ideas into our marketing strategy? Here's why. True mulitculturalism requires an understanding of how a Eurocentric, Western orientation became dominant in the first place. That means beginning with our society's myths concerning the "settling of America," which deny the historical contributions of communities of color. You can't just go to a seminar for a day and come out understanding why the old Eurocentric models won't work in today's world. You need to learn about these cultures and their histories in order to develop the clarity to incorporate multicultural techniques into the way you market your products and services. 2. Think we, not I. Today's corporate world is a competitive place where the accepted motto seems to be "Looking out for numero uno." Communities of color come from collectivist cultures that cherish group welfare, unity and harmony. People are expected to behave politely and respect others. Group success comes before personal credit or gain. And there isn't a business or marketing approach out there that won't benefit from employees who identify themselves as part of a team and work together to make the entire company a great success. 3. Practice generosity, not greed. In communities of color, being generous is an expected trait that indicates integrity and garners respect. How does this generosity show itself in the working world? Latinos, for example, have the highest percentage of participation in the U.S. labor market of any subgroup and are viewed as great contributors at work. Work is an opportunity to share their talents and contribute to the welfare of the organization.Just as employees are generous with their hard work, leaders must show generosity by paying employees fair wages. CEOs today are making 241 times the average worker's salary. Companies who embrace multicultural approaches will treat their employees like partners, want the best for them and have more equitable ways of sharing resources. As a result, their employees will be generous with their time and concern for customers. 4. Focus employees on a community vision. Almost every organization has a company motto or promise that is meant to inspire employees and assure customers that only the highest quality product or service will be coming their way. But does your company's vision really represent the beliefs and attitudes of all of your employees and the consumer markets you are trying to reach? To develop a company vision that truly reflects diversity, think of it as a community vision. Be inclusive and reach out to diverse communities, listen to their points of view, communicate in an open manner and welcome new ideas. The shared vision that results will reflect a more inclusive approach and provide a focal point for people's skills and talents. People will see their work as making a difference, and this will translate into a company with harder working, more dedicated employees. Businesses today understand the phenomenal growth in communities of color and want to access these lucrative and growing markets. Marketing to these communities requires approaches that are effective with the many cultures that make up the U.S. population. Business leaders without significant experience within diverse cultures needn't worry. People can develop affinities and sensitivities for a number of different cultures. Leaders can acquire multicultural competencies and work effectively with many different populations. For those who want to join in the multicultural dance of our times, bienvenido to the fiesta!

Brand Marketing

Art & Commerce: Say It With Color

Juana Bordas

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Juana Bordas