Being a 'Paradox Brand' Is Key to Reaching Minority Consumers

Marketer-turned-academic Maria Rodas on what it takes to stand out in a changing nation


American shoppers are more diverse than ever before.

Recent figures from the Census Bureau show the probability of randomly selecting two U.S. residents who belong to different racial or ethnic groups increased from 54.9% in 2010 to 61.1% in 2020.

Companies, naturally, are making efforts to reach the growing number of minority consumers living in America. Earlier this fall, for example, Unilever ran an ad aimed at Hispanics during the Billboard Latin Music Awards, which aired on Telemundo.

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