I have a friend named Kat, who was born in the United States. Her parents are both American, so legally that classifies her as an American. However, from ages 5-17, most of her time was spent in the northeastern part of Brazil. She has two native languages, because she learned to speak both English and Portuguese at a young age. She is the product of two cultures. And in 2009 she married a native Brazilian and is now living in Missouri. Should they decide to grow their family, their children would fall into a demographic that many businesses struggle to reach, but that represents tremendous opportunity.
This multicultural demographic is steadily growing in the United States. According to the May 2012 report released by the U.S. Census Bureau, racial and ethnic minorities now make up more than half the children born in the U.S. and mixed marriage is up by 28%. So what does this mean for business?
Brands need to understand that marketing to a multicultural demographic cannot be approached with a “one-size-fits-all” strategy. According to research performed by Columbia Business School in 2010, bicultural individuals have two sets of cultural habits – their native culture and their integrated American culture. During the decision-making process, these individuals switch back and forth between their two cultural standards based on cues taken from their current setting. To understand these cues and create a true multicultural marketing strategy, we need to be asking questions, lots of questions.
Globalization has created a unique consumer and knowing which questions to ask can be a challenge. It is unlikely that a simple strategy such as including an Asian, Hispanic or Brazilian face in a billboard along with other white Americans will send the cues multiculturals are looking for in order to connect with and give their loyalty to a specific brand. To be more successful at reaching a multicultural demographic, first take time to consider whether or not a specific multicultural audience is a worthwhile approach for your business. Second, spend time researching the target multicultural audience. And finally, communicate via methods that your target audience are more likely to connect with. Obtaining the right information and knowing how to apply it will certainly strengthen your rapport amongst this demographic.
Knowing and researching multiculturals is a strength for The Pert Group. Through Opportunity Definition, we will help you understand your target audience and turn these insights into actionable steps to move your brand from idea to ideal. Interested in knowing more? Email me today, to learn how The Pert Group can help with Clarity Established®.