Top 2023 Multicultural & Inclusive Marketing Learnings to Bring into 2024 [REPORT]
January 6, 2024
As we welcome the new year, we at Santiago Solutions Group (SSG) have reflected on the accomplishments within our industry, the growing insights per consumer segment, and the technological advancements that have taken charge in our business landscape. There have been many unique learnings for all segments – through partnerships with brands and organizations, attendance at numerous industry-wide conferences, and more. Here are 6 key insights we’ve learned throughout the year 2023: Women of color, especially Latinas, drive spending and set new trends in the beauty industry where building brand trust and adapting to a more diverse audience becomes imperative.
- The power of culturally relevant ads, which also reflect diversity, equity, and inclusion, is clearer than ever, boosting purchase intent by an average of 5 times and trust by 16.
- Gen Z pushes music and other media towards greater diversity and inclusion, with 58% of Spotify users saying they like music that’s not in their native language, up from 50% in 2021
- TikTok trends create a unique opportunity for brands to connect with Gen Z and younger Millennials, calling for marketers to stay relevant and knowledgeable of consumer desires.
- 81% of Multicultural & Inclusive consumers believe brands should take stances on DEI. Marketers should research and consult Multicultural experts when dealing with the fear of consumer backlash.
- Marketers must account for data bias when adopting new technologies like generative AI.
Learn more here: Top 2023 Multicultural & Inclusive Marketing Learnings to Bring into 2024 » SSG – Santiago Solutions Group
