Why multicultural marketing is important

Gone are the days of being able to run one marketing strategy for a one-size-fits-all audience. The United States is on pace to become a "minority majority” by 2045, meaning the country will only become more diverse as time goes by.

Differences in cultural norms and behaviors mean that by not building specific branding, marketing, and advertising plans to target different audiences, you can miss out on large demographics who may both want and need your services.

Studies show that people like their culture to be seen and recognized. Multicultural marketing is a great way to establish trust and positive brand value with all kinds of people from different backgrounds, ethnic groups, and minorities. Not only that, but it can give your marketing team the freedom to be more creative with marketing techniques, building a unique brand that is focused on inclusivity and respect for everyone.

Who exactly is the “New Americano”?

The New Americano is a consumer who, in many ways, doesn’t fit into the boxes of the past. This newly targeted demographic is both proud of and distinctly aware of their culture, in addition to being technologically savvy. They’re quick to spot insincere marketing techniques, and it’s important to them that they see themselves represented in the content they consume and the products and services they purchase.

When you begin focusing on multicultural marketing, it’s vital to keep in mind that there are distinct differences between minority groups. Part of successfully appealing to these audiences means acknowledging and respecting these differences. Avoid playing to stereotypes or trying to shoehorn large populations into one blanket minority.

The Hispanic population in the United States is a population that has a great deal of spending power. Around 20% of the population is Hispanic, though within that number are countless cultural differences tied to country of origin, age, and acclimation. Of course, you can’t market towards every single one of these differences, but doing research to be able to best market to the audience in your area is crucial to your success. 

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Lead with culture first

Studies that have been conducted on New Americano shoppers show that they are a consumer base that treats their purchases as more than just a transaction. They are an audience that is invested in brands and identity, and this is where your company has the chance to shine.

Don’t treat your marketing like a bullhorn, only there to loudly shout ideas without feedback or connection. Instead, focus on building relationships with your audience through strategies like storytelling.

Culture and representation are important to this new kind of shopper. Keep important cultural ideals centralized in your marketing rather than tacking them on simply to check a box.

L.A Care, a public health plan in Los Angeles, California, weaves a unifying motif throughout the campaign: a pair of animated angel wings. These wings appear throughout the marketing as a protector of the Hispanic community that makes up a large portion of the consumer base for LA Care, paired with thoughtful and respectful depictions of Hispanic culture to reinforce the idea of protection and trust.

Use language to your advantage

Hispanic Americans report that content in Spanish is seen as a sign of respect for their culture, so long as it’s done the right way.

Translating content into Spanish requires more than just feeding it through a translation app. Utilize up-to-date lingo and phrasing to make sure your Spanish content comes across as genuine and thought out rather than an afterthought.

It’s also important that if you are going to utilize Spanish content, it's consistent. Make sure that if you have a page in Spanish, your homepage is accessible in Spanish as well to ensure that any consumers brought to your company through their native or preferred language can continue to access your content. 

Research builds respect

It goes without saying that it’s impossible to account for or market to every minority group in the country, or even in a small region. That’s part of why conducting research is such an important part of building a community with multicultural consumers.

By taking into account the people you are specifically trying to target with your marketing and being aware of the multifaceted nature of culture, you can build a strong foundation to work from. It builds a platform that's based in genuine care and respect for the people rather than a machine built to optimize numbers. 

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Build strong content, not empty ads

Modern audiences are becoming wary of empty, in-your-face advertising, and the New Americano audience is no exception. It’s not always about splashy, over-the-top symbolism or shoehorning representation into your strategies, as this can sometimes read as inauthentic.

Small changes in branding and representation make a difference, like the inclusion of slogans in tandem with representation. A tagline like CalHealth’s “Your Health Is Everything to Us” partnered with images of your target demographic can help drive home the idea that they are not only tacked onto that idea, but a central piece of it. 

Modern marketing is about creating content that does more than simply advertise your services, but instead answers questions, entertains, and provides some sort of substance. Building robust, unique content can give your marketing team the opportunity to be creative and gives you greater ability to include culturally relevant material that can help pull in a diverse audience. 

Don’t be afraid of social media

Social media is one of the best ways to create engaging content and build customer relationships. With sites like TikTok, Instagram, Facebook, and YouTube pulling in hundreds of millions of users every day, they're a great way to reach a wide and diverse audience.

By creating entertaining posts for social media, you can build out your content catalog in a way that doesn’t come across as in-your-face advertising and can allow you to really lean into specific cultural connections. Utilizing specific music or images can get your brand in front of the right audiences and build positive connections without any traditional advertising. 

Stay focused and flexible

Shifting your marketing to adapt for diverse audiences isn’t a one-and-done approach. In order to stay effective and genuine, it requires a commitment to stay focused and adaptable.

Building a long-term marketing strategy that builds in and accounts for cultural differences is a great place to start, but consumer behavior often shifts and changes. Don’t get so focused on sticking to your plan that you're unable to account for these changes.

Author bio

David Maricich, President & Chief Creative Officer of Maricich Health, has spent more than 20 years leading healthcare innovation, branding, marketing, and communications initiatives for hospitals, health systems, and Fortune 500 healthcare companies across the U.S. and internationally. He has led growth, advocacy, and change-management campaigns while helping organizations improve public health outcomes through strategic, creative communications.