Multicultural Marketing Requires a Whole-Market Approach

Culture is often underleveraged

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

The much touted diversity in advertising—the notion that advertisers have finally awakened to the growth opportunities grounded in the multihued population explosion taking place in the U.S. today— is at best malarkey and at worst a veiled attempt to feign a level of sophistication about reaching and connecting with a diverse consumer base.

Illustration: Max Estes  

It’s great that multiculturalism is showing up more on the industry radar. Yet it continues to be confounding that multicultured opportunities remain underleveraged and underfinanced in targeted and total market platforms.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in