Ethnic Identity: bringing the good back to marketing.

A Review of Marilyn Halter’s Book “Shopping for Identity”.

Although I greatly enjoyed reading about the different examples and historic details that the author gives throughout this book, I found the issues dealt with in the first chapter to be the most thought-provoking and what held my interest the most. Some of these were things I had previously wondered about but never really analyzed, other ideas formed as I read and was exposed to the author’s point of view.

The first topic that called my attention was the way expression of ethnicity became accepted and even desired. Even more interesting was reading about the connection between the socioeconomic status of a group and the willingness to show association to it. As the author explained, the first generations of ethnic Americans tried to assimilate and abandon what made them different. As they began establishing themselves in the United States and enjoying higher levels of purchasing power, companies began specifically targeting these minorities (also motivated by the lack of product differentiation in an increasingly competitive marketplace). This fed the acceptance of being ethnic which in turn translated into more purchases based on this factor. In other words, it is my opinion that when a certain group stops being associated with marginality its members begin to show pride and want to be recognized as members of such group. While reading this I thought about the situation of immigrants in my own country, Argentina. Peruvians and Bolivians are constantly and harshly discriminated. Today, coming from one of these countries is synonym with poverty and ignorance. Although in most cases this is true, these groups are slowly (but steadily) increasing in educational levels and buying power. Some are starting to own their own businesses and their children are attending the same schools as everyone else. Could it be that countries such as Argentina are going through a similar process that the United States did decades ago? Will we start to see marketing attempts directly targeted to these consumers? It would be interesting to observe the relationship between the marketplace and the ethnic identity of individuals in this context.

It is fascinating to see how the marketplace had to change to accommodate to the steadily increasing acceptance of being different. This approach in marketing to the differences seems to have a great inconsistency: selling consumers their ethnicity.

At the beginning I felt as if the relationship between the formation of ethnic identity and the consumer culture was almost contradictory. On one side we want to express our uniqueness and ethnicity through the purchase of goods. Yet we are consuming products that many times are far from being authentic and that are specifically marketed to us with the purpose of “differentiation”, an irony in itself. An example that astounded me was the fact that Saint Patrick’s Day is barely celebrated in Ireland while in the United States not only Irish-Americans but everyone celebrates. What’s more, Ireland adopted this holiday and has turned it into a marketing opportunity for tourism. Has ethnic identity become and industry mandated through marketing efforts? I remembered an instance I recently experienced. I studied a campaign for American Airlines that targeted Hispanics. Although I knew the process of this campaign had more to do with numbers than people, I was moved by the end product. Both the radio and TV ad made me want to fly with American Airlines although any other Airline could have been the same. Even though I know the message appealing to my “Hispanic-ness” has no real connection to the product it was effective in reaching me. How can consumers still be effectively targeted through emotion when we know the real intention is merely profit? This view of ethnic marketing as a commercialization of feelings and a threat to authenticity is certainly a valid opinion to have but as I continued reading I realized I was more in accord with another side of this issue.

I believe that the effects that have really affected this market are mostly positive ones. One can’t deny that selling through ethnicity helped ethnic groups in many ways. For instance the image most people have today of different ethnicities is much more accurate than it was years ago. Marketing to minorities and ethnicities has helped diminish stereotypes and put traditionally ignored groups on the map. Differences in preferences are taken into account and ethnicities are having an effect on products and services offered. As I read about what the author called “explosion of Yiddishkeit”, I was surprised to learn American Jews enjoy plenty of services and products that allow them to maintain (or build) their identity in the U.S. I thought of the way these ethnic revival of different groups affects me personally. Thinking about more instances in which my group has been specifically targeted, I realized that not only do I have frozen yucca in my fridge but also cherish my McCormick “Mayonesa con limones” and Saltine crackers “Sin cobertura de sal”. These items were obviously specifically designed with Hispanics in mind, and if it weren’t for the marketing attempts for this segment we would not be able to enjoy these products.

So there are two sides to this issue, and although they seem contradictory, they can certainly coexist.

The truth is I am not concerned with the intentions that fuel marketing efforts to ethnicities. Ethnic groups will reward corporations that pay attention to them by buying their product. Simultaneously, corporations will support minorities as long as they provide them with good revenues. It is a relationship that far from contradictory makes much sense. Consumer culture and ethnic identity are both factors that need and foment each other.

Moreover, the fact that the main goal is to create bigger profits does not imply that corporations can’t genuinely support and appreciate different ethnicities. It is only natural to think that those who work in marketing to these groups would enjoy so. The book quotes Anna Radzievsky “Multicultural marketing means approaching consumers through their complex cultural affinities – the various symbols, core values, traditions, political nuances, and passions. It means that, by your knowledge of what is important to them you are not merely an interloper who is trying to make money of them, but a kindred spirit who knows their hearts – and is really one of them.” Although this quote might be too strong of a statement in relation to my personal opinion, it illustrates the idea that some entrepreneurs genuinely find meaning in marketing to ethnic groups.

The author briefly touches on another point that also raised my interest, how consumers are having an effect on companies and the workplace. Today, diversity within corporations is desired for obvious reasons. The learning, research, and communication with ethnic consumers needed to effectively market to them, certainly results in more education and appreciation for different groups that would otherwise be ignored by the mainstream.

I think that although it has its drawbacks, the interest in selling to ethnic consumers has ultimately been beneficial for these groups. Many times marketing is seen as a negative profession because it has the objective of “getting money from consumers”. In my opinion, this phenomenon has had mainly positive effects: lessened stereotypes, more representation of minorities in the media, products that better satisfy consumers, promotion of celebrations and traditions, encouragement to feel pride in one’s heritage and offering services that certain ethnicities did not enjoy before. It also is changing the workplace and allowing people who appreciate and want to preserve ethnic identities to work in the business world with a meaningful and dignified motive.

It pleases me to think that I can be part of an industry in which studying people’s emotions and minds can be mixed with business objectives while having a positive impact in society. Especially since knowing about one’s heritage and the preservation of one’s culture are issues of significance to me.

By Celeste Eberhardt
Student
Center for Hispanic Marketing Communication
Florida State University