Getting to Inclusion.

By 2042, most Americans will be non-White (eight years sooner than previously predicted). (1) Although, we don‚t have to wait until then to start thinking how your general market advertising affects multicultural consumers. Today, over a third of the US population is multicultural. In other words, in nearly 1 in 10 counties, the ethnic population is the majority. (2) Yankelovich data reveals that what over 90% of American consumers – African Americans, Hispanics and Non-Hispanic Whites alike enjoy the most about America is the diversity of cultural experiences found here.(3) Yet, Americans are not seeing themselves and their culture in most advertisements. Most importantly, multicultural consumers want to be included. The timing being ripe for inclusive general market brand communications.

Globalization at the tip of the key strokes

Greater access to information brought by technological advancements has expanded our horizons and wetted our appetites from intercultural experiences. Across races and ethnicities, Americans want to experience other cultures and ways of life as well as, eating and learning how to cook foods from other countries.

The adoption of elements from various cultures has become very evident in the foods, music, home décor and fashion categories. Mexican and Chinese foods, as well as, Latin and African based rhythms are favorites across multicultural Americans and Non-Hispanic Whites.

The bubble has popped

The context has really changed since the laws of marketing were written. Ethnic Americans don‚t live in a vacuum. Hardly any group lives isolated in their own cultural bubble. Even Spanish Oriented Hispanics, representing half of the 44.3 million U.S. Hispanics watch English language television in addition to the English oriented Hispanics. We, multicultural Americans and Non-Hispanic Whites, are all watching the same American TV shows, advertisements, and consuming the same products.

Yet, there has been a general disregard for the diversity that exists in today’s American consumer base and palate especially in advertising. One night I had each of my family members (ranging in ages from 8 to 58) count total commercials and the amount they deemed as “inclusive”. The results revealed that 9 in 10 commercials in the top rated prime time TV show for African Americans and Hispanics, American Idol, did not embrace the diverse ethnic make-up of our country– and of the show itself. Nine of the ten commercials aired repeatedly that night during the American Idol spot had all-White casts.

Bottom Line: Inclusion wanted!

Just as multicultural Americans have become a critical statistical and participatory mass of the general American population, their races and ethnicities must be included and represented visually in communications meant for the general population. Multicultural consumers expect the companies they work for and buy products from, to share their values and ideals of inclusion. How soon is now?

Only 25% of ALL African-American, Hispanic, and non-Hispanic White consumers find marketing and advertising personally and culturally relevant.(4)

Did You Know?

Including Spanish in general consumer communications and in packaging will not alienate your general consumer:

63% of African Americans and Non-Hispanic Whites disagree that „When I see advertising in Spanish it makes me think the product isn‚t for me.” (5)

Notable Quote

“Wider than a movement and deeper than a trend, the New Mainstream is an unprecedented intersection of demographic, cultural, and economic forces that are remolding the rhythms and textures of American society.”

“The multicultural economy is the American economy, because the economics of diversity affect every American and every industry.”

Guy Garcia in The New Mainstream: How the Multicultural Consumer Is Transforming American Business.

Marketing tips

Portray variety at the general consumer level. Allow multicultural consumers to feel included and see themselves represented in general market campaigns. Not necessarily in one ad, but across entire campaigns.

Beware of sending a double standard message. Speaking to cultural sensibilities only at targeted media– but then ignoring multicultural consumers in your general consumer communications.

Many US advertising and corporate web sites “forget” multicultural consumers are exposed to them. Make sure your corporate main websites reflect the diverse make-up of your consumer base not just in targeted racial or cultural microsites.

Inclusion Example

Take a page from NPR’s inclusion strategy for reaching out and developing programming that is relevant to today‚s American public. “Tell Me More” is NPR’s latest effort to push beyond the classic definition of a public radio listener: highly educated, white, suburban and speak to “those who are not being spoken to – Blacks, Hispanics and others.” The show’s Ten Commandments ask staffers to focus on this question as they book guests: “What story, event or idea will be compelling to all Americans?” Everything from the composition of the staff to the selection of topics and guests to the musical bumpers that frame the stories makes it clear that NPR wants to break out of its reputation, as a programmer for an overwhelmingly white audience.

By Suzanne Irizarry

Sources

(1) “An Older and More Diverse Nation by Midcentury,” U.S. Census Bureau News, 08.14.08

(2) ”More Than 300 Counties Now “Majority-Minority””, U.S. Census Bureau News, 08.09.07

(3) Yankelovich MONITOR 2007/08 Multicultural Marketing Study, http://www.thefuturescompany.com/>

(4) Ibid

(5) Ibid

(6) “A New Accent on ‘Public’ From NPR”, The Washington Post, 10.28.07