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“The United States is transforming into a globalized, multiracial country. Are brands meeting the demands of diverse consumers?” By Jay Kim, President, AAAZA

Date: Oct 14, 2021

The United States is transforming into a globalized, multiracial country. Are brands meeting the demands of diverse consumers?

According to the recent U.S. Census, all 2010-to-2020 population growth (22.7 million) is attributable to people of color – now 41 percent of the population. Expected to be the largest immigrant group by the middle of the century, the Asian population is the fastest growing racial group in the United States at 35.5 percent.

The diversity explosion cannot be ignored. Audiences are responding to and looking for content that is more racially and ethnically representative of the population. This is exemplified by the recent popularity of South Korean drama “Squid Game” which pulled in a massive 40% of all streaming time spent by U.S. viewers on October 1 and October 2 (source: TV analytics company TVision).

To be successful, brands need to be on the frontlines of change and embrace our diverse America. According to Inclusive Marketing Research performed by Microsoft Advertising, 64 percent of respondents said they are more trusting of brands that represent diversity in ads. When participants of the study were exposed to an ad deemed inclusive, there was an increase in purchase intent no matter what gender or ethnicity.

Brand loyalty comes with consumers feeling like part of your brand’s family. To accomplish this, it is important to have diverse voices at the table when discussing and developing strategies and communications. Feelings of inclusion run deeper than just casting in advertising. To speak to consumers authentically, brands must show an understanding of the unique needs and desires of diverse audiences. Open your brand strategy to include diverse human experiences and consumers will be more open to connecting with you. At All American A to Z Agency (AAAZA) we strive to help our clients deliver impactful and culturally relevant communications. There is a quote from Nelson Mandela that says it best: “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.” By Jay Kim, President of AAAZA, View company profile here.