Every February, May and September, many brands amp up their efforts to connect with Black, AAPI and Latino communities. But reaching and resonating with diverse audiences isn’t a box to check on a marketing to-do list. Culture is more than a day, month or time of year. It’s who people are, their identities and how they express themselves—and culture is something people take great pride in.
As the U.S. population grows more diverse with every generation, it’s time for more advertisers to embrace year-round strategies for marketing beyond the general market. As diverse and unique as people, groups and communities can be, there is a common thread that unites: Audio. Over six in 10 multicultural listeners say audio (e.g., music, podcasts, talk) connects them with their culture and community—and it’s a connection brands can plug into.
Get to know cultural pride
SiriusXM Media recently conducted a Cultural Pride Soundboard study to learn more about what cultural pride looks like for AAPI, Black and Latino listeners and how they want brands to honor, support and represent them. The results showed how inextricably linked ancestry, culture and ethnic background are to confidence and sense of self, with survey respondents overwhelmingly agreeing:
- “I’m proud of my racial roots and ancestry” (90%)
- “I’m proud of my culture.” (89%)
- “My race and ethnicity are important to who I am.” (77%)
Culture matters to diverse audiences
Cultural pride is essential for AAPI, Black and Latino audiences because it anchors their sense of identity in a world that often overlooks or misrepresents them. It empowers individuals and communities to celebrate their heritage and resist cultural homogenization. Moreover, it strengthens communal bonds, providing a sense of belonging and support that is vital for navigating the challenges of diversity and inclusion.
Cultural pride thrives through expression and representation. Audio media reflects and celebrates community identity and values, with over eight in 10 multicultural listeners saying music connects them to their culture.
Audio plays a pivotal role in identity and expression
Audio isn’t just background noise; it’s a lifeline, a defiant blast from the speakers that says, “We’re here, and we’re unapologetically ourselves.” For Black communities, it’s about setting the pace, leading the way with genres like soul, R&B and hip hop that they’ve established and evolved. AAPI artists use music as a canvas, blending tradition with contemporary sounds to craft new identities. Meanwhile, Latino music pulses with the diverse rhythms of Latinidad, celebrating the myriad cultures within. Through these sounds, each group asserts their identity, making music not just something they listen to, but something that speaks to who they are.
- AAPI Listeners 18+: “I seek lyrics in my native language or dialect.” (42%)
- Black Listeners 18+: “I seek elements like rhythm, tempo, beats.” (71%)
- Latino Listeners 18+: “I seek musical instruments or sounds specific to my culture.” (61%)
Connect with diverse communities
For brands aiming to resonate with multicultural audiences, understanding goes beyond surface-level nods to culture. It’s about digging deep and recognizing the profound connection these communities have with their heritage. True engagement means not just seeing, but understanding who they are—their history, the music that moves them, the voices they respect. Brands that get this right can forge meaningful connections, but it starts with a genuine effort to grasp the cultural significance beyond the stereotypes.
Over six in 10 AAPI, Black and Latino listeners say brands should represent the full spectrum of diverse communities in their ads. Here are some best practices for representing and connecting authentically:
- Think year-round. Develop a comprehensive marketing plan for reaching AAPI, Black and Latino audiences throughout the year.
- Be authentic. Approach audiences with respect and avoid stereotypes. Convey authenticity through language, tone and themes.
- Build multicultural teams. Bring members of AAPI, Black and Latino communities into the creative process to influence ideation, copywriting and casting.
- Cast inclusively and feature diverse voices. Include actors and models of various races in general market ads.
- Leverage cultural soundscapes. Use music, sound effects and audio elements that resonate with the cultural heritage of diverse communities.
As consumers continue to become more ethnically and culturally diverse, the time is right for brands to diversify their advertising approaches. And the universality of audio is the perfect medium in which to start.
