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LOS ANGELES U.S. Census Bureau figures have aided in underscoring the potential rewards for marketing to ethnic populations, but effectively communicating with the multicultural market remains a challenge.
That was one issue addressed Friday at the American Advertising Federation National Conference, held at the Century Plaza Hotel & Spa in Los Angeles.
The panel discussion was titled, “Aftershocks of Demographic Change: The Real Value of Multiculturalism.”
Thomas Burrell, chairman and CEO of Burrell Communications Group in Chicago, cautioned that multicultural marketing is “not a means by which to conveniently figure out a way to cut corners by rationalizing that we’re living in an age of blending.
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