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Outlook for Multicultural Marketing and Diversity in 2024 – Your Multicultural Marketing News January 2024 Newsletter

Thursday, Jan 11, 2024

 

Multicultural Marketing News January 2024

Outlook for Multicultural Marketing and Diversity in 2024

MMR asked top experts, from among those featured in our Source Book of Multicultural Experts Online, to provide their Outlook for 2024 from a multicultural marketing perspective. Enjoy our 13th annual edition of this newsletter published since 2011. This is the second of 2 special issues. View past issues.

  • AI Data Bias The 2024 Challenge: Solutions for Multicultural Integrity (INFUSION by Castells)
  • The Growing Influence of Hispanics: Powerhouses Shaping American Culture (C+R Research)
  • Embracing the Complex Identities of Today’s Diverse and Multicultural Consumers (Horowitz Research)
  • Why to Consider the French Market in 2024 (Capricorn)
  • Renewed and Sustained Commitments to Inclusion (Bold Culture)
  • New Year Resolution: Break Free from Fear and Plan for Growth (Blue PR, Inc.)
  • Embracing Diversity in 2024: Generalized Marketing Strategies Are Not Effective (AAAZA, Inc.)
  • Growth Comes from the Multicultural Mainstream (Claritas)
  • Navigating Multicultural Marketing in 2024: A Booming Hispanic Market (Sensis)
  • Marketing in 2024 Can’t Just Be Diverse–It Has to Be Diverse-first (My Code Media)
  • LGBTQ 2024 Trends, Everything Is All About Brand Safety (Rivendell Media)
  • The Time Is Now. Always (C+R Research)

AI Data Bias The 2024 Challenge: Solutions for Multicultural Integrity

Generative AI (Gen AI) applied to marketing has tremendous value and we leverage it across the board, however its inherent biases and limitations in Multicultural/Ethnic accuracy and representation requires guardrails, human contextual and deductive skills, and human involvement throughout the process. 

MCM Stakes Higher Than Ever

As a Multicultural agency, we’ve seen unintentional data bias for decades in first-party Client research data, third-party media metrics or research studies and even the Census from limited or erroneous samples, misassumptions, lack of relevant content or context, and language or cultural biases. But now that we are all using AI tools and models, the stakes are much higher. Clients are using or will use Gen AI optimization and MMX models with aggregated data sets to make major business decisions from resource allocation, marcomm and media optimization strategies to identifying target priorities/profiles, messaging and developing or transcreating content. Imagine the domino effect of even one flawed or biased data set.

AI’s Unchecked DEI Data Bias

Besides the limited samples, context or prejudice raised above, data bias can come from the lack of diversity in the humans who built them, data users, its interpretation, incomplete algorithms, and/or historical data not reflecting current populations. For example, Amazon’s AI hiring algorithm amplified the severe women, gender and ethnic bias using decades of historical recruiting records dominated by white males and despite efforts to rectify, they lost confidence and abandoned the model. Imaging tools depict “attractive” or “productive” as light-skinned individuals while those “with social services” are darker-skinned Blacks or Hispanics, despite the majority of recipients being White. Even Stability AI’s image generator (Stable Diffusion XL) which is one of the best defaults to outdated Western stereotypes. Content AI output varies in tone, style and accuracy. And most AI tools (including ChatGPT) are trained on general online content without data cleansing. Closed systems still rely on years of first- or third-party metrics, thus also inherit biases. And AI trained on human-developed materials not only inherits biases but amplifies them.

Addressing this requires a nuanced approach, considering diverse demographics and real-world vetting. Read more By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells, liz@adcastells.com.

View company profile here.

The Growing Influence of Hispanics: Powerhouses Shaping American Culture

As Hispanic consumers continue to play a significant role in shaping brand preferences, it is no surprise that their influence is rapidly expanding in mainstream society. 

Recently, while watching the Tonight Show Starring Jimmy Fallon, I was delighted to see the guest appearance of Peso Pluma, an artist with the number one Latin song in the country, “Ella baila sola.” Although seemingly ordinary at first, this occurrence signifies a larger trend. Jimmy Fallon has also interviewed rising Latin celebrities such as Bad Bunny and Jenna Ortega. The landscape of popular icons is evolving beyond familiar names like Jennifer Lopez, Shakira, and Marc Anthony as young and new talents cross over and garner popularity in mainstream America.

Moreover, Hispanics are making a significant impact economically, socially, and politically, solidifying their role as powerhouses shaping American culture. 

Hispanic Buying Power Reshaping the American Economy 

Hispanics make up one of the fastest-growing demographic segments, comprising with making up nearly 20% of the U.S. population. It is projected that within the next two years, the collective purchasing power of the Hispanic community will surpass $2.5 trillion, marking a substantial impact on the U.S. economy.

Hispanic Influence in Social and Political Realms

Hispanics wield their collective influence in the social and political spheres. Their strong voting power and active civic engagement are instrumental in shaping policies and electing representatives who align with their interests and share their values. Advocating for social justice issues and amplifying their unique concerns, Hispanics are a driving force to societal advancements. In the 2024 presidential election, it is projected that roughly 22% of Hispanics will be voting for the first time, and 38% of the Hispanic electorate will consist of new voters since the 2016 election*. This reflects the growing influence of Hispanic voters in the U.S. political landscape​​. Additionally, it is estimated that Hispanics made up 14.3% of eligible voters in November 2022, a notable increase from 12.8% in 2018**​​. As Hispanics continue to shape American culture, brands, industries, and policymakers must embrace diversity and inclusivity. By understanding their values, preferences, and aspirations, organizations and brands can connect with the passion of Hispanic consumers and develop culturally-relevant messaging and product offerings.

Recognizing and engaging with the vibrant Hispanic community fosters a more interconnected and prosperous society that celebrates their contributions. The growing presence and impact of Hispanics across multiple facets of American life are undeniable, reflecting their increasing influence in shaping the nation’s cultural landscape.

Beyond entertainment and voting power, CultureBeat is ready to help your brand get a deeper and better understanding of the US Hispanic population, to make your organization stronger and more successful.

Sources:

https://unidosus.org/press-releases/unidosus-unveils-hispanic-electorate-data-hub-and-partners-with-mi-familia-vota-to-release-this-years-most-expansive-poll-on-the-priorities-of-latino-voters/

** https://www.splcenter.org/news/2023/10/13/latinx-voting-rights-national-hispanic-heritage-month

By Ana Villodres, Senior Qualitative Director, C+R Research, anav@crresearch.com.

View company profiles here and here.

Embracing the Complex Identities of Today’s Diverse and Multicultural Consumers

“To really connect with today’s diverse and multicultural consumers in resonant ways, it’s important for brands, advertisers, and marketers to focus on our complex and multifaceted identities. As individuals, our perceptions of the world are dynamic and ever-changing. Our unique identities are shaped by the intersections of our experiences of race, culture, sexuality, gender, and more. As such, an individual’s intersectionality influences their world view, experiences, and the way they connect with brands, products, and services. Traditional ways of segmenting audiences often miss the mark when it comes to addressing these complexities. In our recent study, State of Media, Entertainment and Tech: Consumer Engagement 2023, more than half (54%) of consumers say that ads depicting a diversity of people, lifestyles, and cultures have an important positive impact on brand perceptions. Similarly, knowing the social, environmental, and political stances of companies is important for more than half (52%) of consumers. In 2024, we encourage brands to consider the cultural nuances and sociopolitical values of America’s diverse audiences when developing creative in order to gain their trust and loyalty and resonate in meaningful ways.” By Adriana Waterston, EVP and Insights & Strategy Lead, Horowitz Research, adrianaw@horowitzresearch.com.

View company profile here.

Why to Consider the French Market in 2024
– in 1924 Paris hosted the first Olympic games of the modern era.
In Summer 2024, Paris will once again make history: The opening ceremony will be on the Seine river : athletes salute 2M people in a public place. 
– European Cup: Once again the French soccer team may lead the European tournament with highly celebrated star like Kilian M’Bappe. The event in Germany is a great opportunity to reach soccer fans such as AfricanEuropean and Latin Americans in the US
For these events consider on-site or TV/streaming coverage of the World event of 2024,
– The strike of Fall 2023 has pushed platforms to diversify the sources of movies and they contact movie producers in France, second producer among Western countries. 
– French language
More and more toddlers-schools-universities teach French language. In 2024 more individuals, companies and families will look for classes to learn French. 
– France destination was once again the first World tourist destination in 2022 (100M +) for business, fairs, language, studies and vacations. 3M people from the US fly and cruise to French territories. 
In the US 3-5 millions French nationals French speakers from Africa and Francophiles -people having a strong interest in French culture, language or products/brands.
Projects to promote 
–       luxury, fashion, cosmetic  
=> target both the French and the Francophiles who are looking for products and trends on French media and influencers, they will buy and talk about the products to friends, families and more,
Keep in mind that the concept of luxury is part of the French education and culture since Louis the 14th
–       a tourist destination for people spending $1-2 a day during their vacations,
=> target the Francophiles on French media and influencers who are fine to spend in activities, food and accommodation 
–       a gourmet/alcohol brand
=> consider both French nationals influencers and Francophiles, who buy, and recommend food among their friends and families. Also consider French restaurants who may sell and promote the brand to their patrons.
Learn more about this niche market, no obligation julien@netcapricorn.com By Cyril Toullier, CEO, Capricorn, toullier@netcapricorn.com.
View company profile here.
Renewed and Sustained Commitments to Inclusion
“Over the recent years, pushes for and against inclusion coupled with market wins and worry have throttled then stalled—or at worse removed—the imperative for DEIAB action across industries. This is not unique in history. Large movements shaping public change have always been met with diversion tactics. It’s up to everyone, especially company leaders, to not let distractions or fear further decrease momentum. That is why 2024 presents an opportunity for companies to renew and develop plans to sustain their efforts of diversity and inclusion. The continued rise of AI, the 2024 elections, the continued necessity to support diverse and indigenous communities, or professional development and psychological needs of your employees, and more are all connected to DEIAB. With so much on the line, it is past time to go further and show up—especially for underserved communities in the workplace, media representations, and marketing investments. In 2024, the question is not if you should but rather how you should do more. Some companies are keeping the same energy that has garnered success with consumers and colleagues alike, regardless if it sacrifices long-term industry growth for short-term profits. An outlook reflection: On which side will you let your company sit? Success or stalled?” By Darren Martin, Jr., Founder and CEO, Bold Culture, darren@boldculture.co.
View company profile here.
New Year Resolution: Break Free from Fear and Plan for Growth
As we near the end of 2023, let’s begin planning for a fearless 2024.  If you haven’t embraced the richness and immense growth of the Latino market, make it your prime focus next year. Overcome your Fears and Embrace the Unknown: Commit to exploring uncharted territories in the Latino market’s exciting opportunities. Like discovering new frontiers, stepping out of your comfort zone often leads to exciting and unexpected discoveries. Become a Responsible Marketer: If your job is in marketing (and even if you don’t have a senior role), understanding the various audiences, nuances, and traditions should be something you take seriously. Knowledge is power; immersing in knowledge and data about multiculturalism in America should be a New Year’s resolution on your list.  Two great books published this year should be on your must-read List: The Power of Ethnic Media by Yurina Melara and Hispanic Market Power by Isaac Mizrahi. These books can provide immense insights and case studies that will help inform your marketing plans. Cultivate Curiosity: Invest time and resources in becoming culturally fluent and embrace formative research. You may know that while 100% of the population growth in the past decade comes from multicultural audiences, some industries still need help to realign investment dollars and focus on where the growth opportunity is. Expand Your Network: Expand your professional network within the Latino community. Building relationships with organizations such as ANA, AIMM, HPRA, and others can become incredible resources and networking opportunities with professionals who have been pioneers in multicultural marketing. Build an Internal Team: Find the champions inside your organization to help create momentum and excitement to drive growth with Latino audiences, and don’t get discouraged. Keep on trying, and if it doesn’t work, change the approach. Rome wasn’t conquered in one day! By Roxana Lissa, Principal, Blue PR, Inc, roxana@bluepublicrelations.com.
View company profile here.
Embracing Diversity in 2024: Generalized Marketing Strategies Are Not Effective
It is vital that we take the time to interact and learn from each other. Respect and empathy for others begins with the acknowledgement and celebration of our differences as well as our similarities. For instance, when brands acknowledge cultural nuances amongst traditionally overlooked ethnicities within Asian American and Pacific Islander populations, they see results by connecting with these highly influential consumer groups in an authentic manner. It can be hard for leaders to know how to engage diverse audiences when they are less exposed to cultures aside from their own. Including diverse faces, or in-language advertising, is not enough to build brand affinity. Which is why it is critical to work with multicultural specialists to delve deeper into the data to deliver communications that are grounded in cultural context and actionable insights. In 2024, successful multicultural campaigns will be defined by data and insight-driven decisions, cultural personalization and inclusivity.  With the growth of Artificial Intelligence (AI) and tools such as ChatGPT, it is important to remember that AI is only as good as the information it has been given. We need to be mindful that the same biases and stereotypes that exist in the world surface in AI. It should not be seen as a simple solution to replace cultural experts. To be authentic, it is important to acknowledge and openly share cultural experiences, expand our knowledge and viewpoints to embrace, represent and capture the needs of all ethnicities. According to the U.S. Census, the non-Hispanic white population declined eight years ahead of what was predicted. And in 2022, the multicultural majority is already a reality for those 19 and under. The year 2024 will be more dynamic and diverse than ever before. Yet despite this, multicultural outreach is often still relegated to supporting celebratory occasions rather than grounded in long-term strategies, planning and investments. Multicultural marketing lets businesses tap into new revenue streams. Given the U.S.’s diverse population, consumer behaviors and preferences, culturally attuned marketing campaigns are vital. When brands take the time to genuinely understand and embrace diverse cultures, they build lasting trust. By Courtney Walker, Strategic Director, AAAZA, Inc., courtney.walker@aaaza.com.
View company profile here.
Growth Comes from the Multicultural Mainstream
With a multicultural population of nearly 148 million, the U.S. is poised to become a majority-minority nation. Starting 2024 at 44%, the U.S. multicultural population is projected to continue to grow while the non-Hispanic White population will continue to shrink – both in absolute numbers and as a proportion of the total U.S. Already 8 of the top-10 markets (DMAs) in the country are majority multicultural as are Gen Z and Gen Alpha populations nationwide – they represent the new American mainstream and virtually all growth will come from multicultural market segments. To capture a share of this growth, brands will need a deep understanding of how, when and where to communicate effectively with multicultural audiences. As the leader in behavioral and cultural segmentation, Claritas is well-positioned to help our clients navigate the rapidly changing landscape of the American marketplace. The acquisitions of Geoscape (multicultural segmentation & research), AcquireWeb (identity resolution & email marketing), Barometric (device graph, digital campaign measurement) and most recently, ArtsAI (AI/ML, Dynamic Creative Optimization) have transformed Claritas into a full-service marketing services & intelligence powerhouse. From developing insights into the lifestyles and preferences of multicultural consumers to creating syndicated and highly customized cultural audiences and activating them across multiple channels, to optimizing campaign performance with AI and machine learning, Claritas has become a virtual one-stop shop for multicultural marketing. By Ron Cohen, SVP Practice Leadership, Claritas, LLC, ron.cohen@claritas.com.
View company profile here.
Navigating Multicultural Marketing in 2024: A Booming Hispanic Market
As we enter 2024, the multicultural landscape, particularly the Hispanic market, is poised for  significant growth. Over the past two and a half years, the United States has witnessed a substantial influx of new immigrants, ranging from five to eight million individuals, translating to five to seven million potential new customers. Historically, there has been a noticeable lapse in attention to the Hispanic market, especially since the onset of the COVID-19 pandemic in 2020. However, with a more nuanced understanding of the market dynamics and the influx of new consumers, we anticipate a return to the mean regarding marketing attention. One crucial trend shaping the marketing approach in 2024 is the evolving relationship between brands and socio-political issues. Looking ahead, there is a trend where brands are reevaluating their stance on political and divisive issues. The spectrum ranges from a full embrace, targeting specific audiences while accepting the existence of two distinct economies, to a complete pullback, especially among big brands with a broad societal reach. This heightened sensitivity to divisive topics will likely lead to strategic decisions, with some major brands opting for a more cautious approach, while niche brands may seize the opportunity to dive headfirst into specific demographics. By Jose Villa, President & CEO, Sensis, jrvilla@sensisagency.com
View company profile here.
Marketing in 2024 Can’t Just Be Diverse–It Has to Be Diverse-first
The future of marketing is going to be driven by multicultural audiences. Yet most companies aren’t prepared to engage in an authentic and effective way—so worried about getting it wrong that they miss the chance to get it right. Today’s consumers are actively seeking out brands that prioritize inclusivity and demonstrate a commitment to diversity across their entire supply chain. In order to stay competitive, build authentic connections with multicultural communities, and ultimately drive sales, marketing leaders must adopt purpose-driven strategies that resonate with diverse audiences. Now more than ever, advertisers and brands must create a diverse marketing strategy to connect with a growing multicultural audience. At My Code, we’ve built our entire business model around the diversity of our team which has been a core tenant for our success and creates a model for how we hope others can succeed. We want brands to take into account multicultural audiences and see them not as a minority, but both as the majority they are becoming AND because it’s the right thing to do. I challenge you to be the difference, make a change not just for your bottom line but for a better tomorrow. The world has changed, it’s time to change with it. By Parker Morse, Founder and CEO, My Code, sales@mycodemedia.com.
View company profile here.
LGBTQ 2024 Trends, Everything Is All About Brand Safety
Everything old is new again. We hear that all the time, yet I find it is often true.  When looking at the LGBTQ market and 2024 it is back to the basics- largely due to Brand Safety with Social. What happened in 2023? “X” (formerly Twitter) became “toxic” with the new ownership and according to most LGBTQ users as time has gone on it has only gotten worse. Any LGBTQ marketing plan certainly doesn’t want to be supporting a platform that denigrates the community it is seeking. Most brands also don’t want to be associated with controversy which is why the list of those big brands stopping or pausing their campaigns on X only grows. Everything with social needs a good hard second look and every brand should be looking at what media properties their campaigns are attached to. Pretty much every expert in any minority market recommends that companies stick with media owned by that group, pursuing the LGBTQ marketplace is no different. These media channels, being print or their digital extensions and a handful of LGBTQ owned web-based destination sites are easy to identify and are the most trusted sources of information in the LGBTQ community. Additionally, it is silly to overlook the largest media outlets in the LGBTQ market which are local & national print-all of which have digital and social extensions that companies would want to be attached to. Finally, LGBTQ owned and operated media is going to want you to succeed and so they will be ever so helpful making sure you don’t misstep. By Todd Evans, President and CEO, Rivendell Media, todd@rivendellmedia.com.
View company profile here.
The Time Is Now. Always
On this very page, you will read from an array of wonderful marketing practitioners telling you how multicultural marketing should be a priority for your business and how to excel at it. You will do well to listen to them. You may have done a few studies to understand these diverse populations, but believe me, you can better position your organization and brands as thought leaders and effectively connect with them. America is now more diverse and multicultural than ever before, but not as diverse as it will be tomorrow and in the decades to come. If your attempts to engage with these populations have been limited, it’s time to take action before your survival is at stake. However, these words are not intended to be seen as doom and gloom. If you’ve already started your journey, you rock! And if not, let’s get you started. It’s important that organizations embrace the opportunities that multiculturalism and diversity present. These populations are strong, vibrant, and growing, with a strong voice that cannot be ignored. When brands and organizations genuinely try to understand and engage with them, beginning with the core of their culture, they have a better chance of earning their trust. This leads to deeper insight into their behaviors and attitudes, as culture shapes and influences these aspects. It might surprise you that as we transition into 2024, we are still emphasizing the importance of multiculturalism in marketing. The reality is that many organizations have failed to make a serious marketing commitment to diversity and multiculturalism. Budgets have predominantly focused on the general population, neglecting multicultural segments’ specific needs and desires. Considering the undeniable power and size of this population, asking, “Why do I need to invest in multicultural and diversity marketing?” is no longer a valid question. In the upcoming year, we encourage you to foster meaningful connections within your organization, with your employees, brands, and the communities you serve or aim to connect with. Put yourself in their shoes, understand their journey, and anticipate their future needs. At CultureBeat, we are here to support you wherever you are in your journey to understanding your multicultural consumers. We can help you through our Cultural Discovery Series, by providing foundational and pivotal cultural insights that aim to help you effectively engage with diverse audiences. Whether you are targeting Hispanic, Black or African American, LGBTQ+, or Asian American communities, our in-culture experts are passionate about amplifying the voices within these communities and are ready to assist you. In 2024, take the next step to position your brand as a leader in multicultural marketing. Embrace diversity, invest in meaningful connections, and watch your business thrive in the ever-evolving marketplace. By Jorge Martínez-Bonilla, SVP, CultureBeat & LatinoEyes, jorgem@crresearch.com.
View company profiles here and here.
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Next Issues:

January 2024 Newsletter

Save the Dates for Key 2024 Multicultural & Diversity Conferences + events

Deadline for reservations: January 12th

Deadline for copy: January 14th 

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February 2024 Newsletter

Asian Lunar New Year – Year of the Dragon begins Feb 10th

Deadline for reservations: February 1st

Deadline for copy February 7th

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Post Game Multicultural Commentary on Super Bowl TV Spots

Deadline for reservations: February 5th

Deadline for copy February 12th

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Black History Month

Deadline for reservations: February 5th

Deadline for copy February 12th

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Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to approx. 8,000 subscribers. For a free subscription, sign up here.