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Outlook for Multicultural Marketing in 2019 – Your Multicultural Marketing News January 2019 Newsletter

Thursday, Jan 03, 2019


Multicultural Marketing News January 2019
Outlook for Multicultural Marketing in 2019
  • 2019: P&G and Verizon Define Best Practices for Diversity & Inclusion (MediaVillage)
  • Ethnic Names Turned Mainstream: Trend Expected to Continue in 2019 (Ethnic Technologies)
  • Black Women For The Win (Vision Strategy and Insights)
  • 2019… A New Year and New Opportunities to Understand and Connect with Multicultural Consumers! (C+R Research)
  • 2019 Will Be a Momentous Year in the LGBTQ Marketplace. (Community Marketing & Insights)
  • How Generations Feel When Brands Take a Stand (Interviewing Service of America)
  • Outlook for Multicultural Marketing in 2019 (Abasto Media)
  • 2019 Is the Year for Relevant Multicultural Online Video Ads (YOptima)
  • Influencing A More Culturally-Savvy Generation on Social Media (Diversity Best Practices)
  • Being Relevant and Direct with Multicultural Audiences Today (SMG)
  • 2019: The Rising Influence and Global Impact of Asian Americans (Admerasia)
  • The LGBT Market Has Unique Media Habits- 2019 Is All About Understanding the Consumer. (Rivendell Media)
  • The Year of the South Asian Consumer (5678 Media Group LLC)
Outlook for Multicultural Marketing in 2019
2019: P&G and Verizon Define Best Practices for Diversity & Inclusion 

In a recent interview with MediaVillage, P&G Chief Brand Officer Marc Pritchard commented “There’s a heightened awareness and desire to make a difference in the areas of equality — gender, intersectional, disabilities, religious, economic, cultural. But while expectations are high, progress is somewhat glacial. We’re at an important tipping point. We need to set a higher standard and hold ourselves accountable to it.” Verizon CMO Diego Scotti, whose AdFellows mentoring initiative is being adopted by marketers, agencies and media companies, told MediaVillage, “It’s important for companies to focus on consistency. It’s a good thing to sponsor events and fund organizations to try to help. But companies need to get involved in programs that deliver consistently on growing the pipeline of diverse candidates and on inclusive talent retention. We see meaningful change when companies are consistent in implementing change.” In 2019, our industry, and especially media companies, will heed the words and examples of Pritchard, Scotti and others by embedding in their organizations proactive initiatives to advance opportunities for a wide spectrum of underserved communities, and to set a high standard for ongoing and consistent support programs that focus on diverse talent retention and leadership development. By Jack Myers, Chairman: MediaVillage; Founder: and the Advancing Diversity Hall of Honors. For more information, please contact Diane Stefani / / 212.255.8455.

 View company profile here.

Ethnic Names Turned Mainstream: Trend Expected to Continue in 2019 
There’s a new gold mine for data scientists: The Social Security Administration’s baby name data. LIAM exemplifies an ethnic name turned mainstream – the most mainstream, in fact. LIAM was once heavily marked as being Irish. Nearly 41% of adult Americans with this name have Irish heritage.* The name gained increased popularity in 1995 and broke into the Top 100 baby names by 2006. Due to its recent widespread use, there could soon be a potential drop in Irish heritage attached to LIAM. Jumping an impressive 800 ranks in under a decade, the girls’ name ARYA means ‘noble’ in Persian. Currently, the name sits at the No. 135 spot. ARYA’s increased usage is likely the result of pop culture influence; the name Arya belongs to the fearless younger daughter in the illustrious series, Game of Thrones. The beloved character is a good reason Americans of diverse cultural backgrounds would name their daughter ARYA. KAI also illustrates the name change from ethnic to American. The name appears on both the boys’ and the girls’ lists, sitting at Nos. 127 and 804, respectively. KAI has a number of diverse derivations, including Chinese, Japanese, Estonian, and Swahili. In 2017, it was highly Chinese in the United States. Roughly 35% of adult Americans named KAI had Chinese heritage. That percentage is likely to decrease over time as this name continues to be favored for newborns. Whether you’re a name hobbyist or name data analyst, ethnic names breaching the mainstream is a really useful insight into a multiculturally evolving society. As these names transition from highly ethnic to quintessentially American, this could change the way you see popular names or how you look at your multicultural data! By Lisa Spira, Director, Research and Product Development, Ethnic Technologies, LLC. For more information, please contact Karen Sinisi, Director of Sales, Ethnic Technologies, 866-333-8324 ext.117, karens@ethnictechnologies.comView company profile here.
*Diversity percentages based on a study of Ethnic Technologies data applied to US consumer marketing database.
Black Women For The Win 
Last year we predicted that 2018 would be the Year of the Black Woman.  The headlines supporting our prediction began to appear early in the year, and continued throughout the midterm elections: “London Breed just made history as San Francisco’s mayor-elect.”  “Black women like Ayanna Pressley are fighting for political power – and winning.” “Black women turned electoral power into political power in 2018.” It was a year of many firsts for Black women.  The first Black woman to represent Connecticut in Congress.  The first woman, and first African American, elected to the position of New York Attorney General. The first Black District Attorney in Massachusetts.  And the first group of Black women, dubbed the “Houston 19”, to win election to judgeships in Harris County, Texas.  All in all, at least 468 black women ran for political office in 2018, according to the crowdsourced Black Women in Politics database, and a record number were elected at the local, state and Congressional level. At Vision Strategy and Insights, we look forward to the impact these leaders will have, not only on our political system, but on our daily lives.  As our representatives begin to look more like the people they represent, they will lift all communities, including communities of color, which will continue to grow in size and strength in 2019 and beyond. By Brenda Lee, Founding Director, Vision Strategy and Insights (VSI),, (215) 808-5415. For more information on how to meet African American women where they live, shop and vote, visit 
www.visionstrategyandinsights.comView company profile here.
2019… A New Year and New Opportunities to Understand and Connect with Multicultural Consumers!

The last few years have proven to be a test for brands and the marketing community. 2017 and 2018 were charged with events that revolved around America’s multiculturalism. Multicultural consumers are looking to be understood and to have their values respected. They thirst for products and brands that get them – and companies that make a point to wholly do so, regardless of color and ethnicity, are embraced by these consumers. Over the years, some big-industry brands have failed to prioritize multicultural consumers: Hispanics, Black, Asian Americans, LGBTQ and non-Hispanic Whites and have oftentimes overlooked them. Now we’re seeing a rash of ethnic-born brands popping up to serve the unmet needs of this fast growing and immensely influential consumer base. C+R Research’s CultureBeat division specializes in and is passionate about helping brands understand and embrace their multicultural consumers. 2019 will bring more scrutiny and challenges for the multicultural community.  We want to help brands understand their consumers by taking opportunities to walk in their shoes. CultureBeat looks forward to helping you navigate multiculturalism in 2019. Let’s talk! By Jorge Martinez, Vice President, LatinoEyes and CultureBeat, 

View company profiles here and here.
2019 Will Be a Momentous Year in the LGBTQ Marketplace.
Since the Stonewall riots of 1969 marked the beginning of the modern “gay rights” movement, the LGBTQ community -and related market– has been dynamic and rapidly evolving. The historic transformation of this community in society over the past 50 years has been led not by government or politicians, but largely by corporations that have embraced and supported their own LGBTQ employees, and reached out to earn business and loyalty from LGBTQ consumers. The Community Marketing & Insights (CMI) 12th Annual LGBTQ Community Survey® on over 18,000 LGBTQ Americans found that 76% agreed: companies that support LGBTQ equality will get more of their business this year. LGBTQ consumers over-index on many industry categories, provide “first to market” opportunities in segments such as lesbians, ethnicities or same-sex couples with kids, and are exceptionally brand-loyal and influential with friends and family well beyond their inner-circle. CMI has worked with industry leaders on LGBTQ market plans, strategies and training for over 26 years. By Thomas Roth, EVP and General Manager, Community Marketing and Insights Inc. Please contact Tom to discuss your next steps:, call 415-437-3800, or visit to download some of our free reports. View company profile here.
How Generations Feel When Brands Take a Stand Michal H of ISA
A recent study conducted by SoapBoxSample (in partnership with Quester) provides a comparison of attitudes and behaviors across four generational segments, to expand upon current intelligence and cut to the core of what it means to be an American in 2019. Aided by technology, media, politics, and more, we can see generational values shifting at a faster pace than we’ve ever seen before. One of the discussion areas centered around perceptions of whether brands should take a stand on social and political issues. Check out the infographic to see how attitudes about a recent controversial Nike ad vary among Gen Z, Millennials, Gen X and Baby Boomers. By Michael Halberstam, Chairman, Interviewing Service of America (ISA),, 818-989-1044. View company profile 
Outlook for Multicultural Marketing in 2019 
From the perspective of a multicultural marketing approach within the food and beverage industry, I believe 2019 will be a year conditioned by rapid improvements in technology in online grocery shopping. However, since groceries are very subjective to the multicultural consumer, this growth will be much slower. When we observe the shopping habits in multicultural communities, particularly in Hispanic supermarkets, tiendas and bodegas, the dichotomy between online and onsite grocery shopping is evident. Abasto Media published several articles on Hispanic online shopping habits, where most of the findings revealed the high impact of Hispanic online purchasing, but generally on non-food items. The mainstream retailers are all actively searching for new ways to compete with Amazon online grocery shopping, however, it seems that the independent grocery retailers are ahead of the curve. Local grocery retailers are exploring order pick, home delivery, integration of online browsing with in-store shopping, targeted digital promotions, all these initiatives aligned with strong customer analytics, are producing remarkable results. Many large Hispanic grocery stores are already establishing some of these practices such as Northgate Gonzalez Market with Northgate Pronto. I have great expectations that other Hispanic grocery stores will follow along and react to a changing landscape in grocery shopping. For more information, please contact Gus Calabro, Director, Abasto Media 336-724-9718 gcalabro@abasto.comView company profile here.
2019 Is the Year for Relevant Multicultural Online Video Ads 
By the end of 2019, 85% of internet traffic in the US is going to be Video as per Cisco’s networking reports, and we see ads on this medium becoming culturally relevant in 2019. Video advertisements have become an important part of marketing strategies, as videos allow brands to create a stronger connect and evoke a response better than any other medium. A good example is Toyota’s successful 2017 Camry video campaign which had 4 different video ads served to 4 different ethnic audiences. Ethnicity is going to be the new important dimension in addition to Age, Location and Device for serving digital ads. Over the last 2 years, we have seen our Clients enjoy a lot of success through such culturally relevant video ads. Campaign plans have transformed from generic to multicultural video campaigns with life stage targeting. These campaigns carry a single overarching message through relevant and engaging ads across different video versions for different audiences. 
Through programmatic digital advertising, audiences can be accurately served relevant video ads through multiple channels and levers such as frequency, sequence and control over advertising budget spend to optimize outcomes. At YOptima media solutions, we look forward to partner with Agencies and Brands to harness the power of programmatic media to achieve these outcomes.
By Aneesh Hiremath, Lead Global Growth at YOptima Media Solutions-award winning programmatic platform., (646)-712-9293. Visit to know more about our comprehensive Programmatic solutions. View company profile here.
Influencing A More Culturally-Savvy Generation on Social Media 
Social media influence is at an all-time high. A vast majority of people get their information from it. For organizations, every employee and every consumer can become your brand ambassador or your brand ‘derailer’ through their access to social media. Either way, the opportunity to influence millions of consumers is real. The multicultural market is one of the fastest growing markets and purchasing power is stronger than ever. This new generation, along with others, are much more culturally-savvy, inclusive and diverse-minded, and have access to information and media at their fingertips. They are paying attention and taking notice when marketing campaigns include, OR exclude diversity, and they understand the “power of the purse” and “will of the wallet”. They will support products that demonstrate their inclusivity and cultural sensitivity and are willing to forego those that don’t. Multicultural market purchasing power is strong and influential – and social media helps feed that power. At Diversity Best Practices, we believe marketers and advertisers should tap into that purchasing power by ensuring they are culturally sensitive, representative and inclusive in their communications. By paying attention to the details in your messaging and engaging your diverse market, this will help to create more inclusive campaigns for a stronger 2019. By Deborah Munster, Executive Director, Diversity Best Practices Contact us to discuss your D&I goals and learn more about the customized solutions, resources and membership services we provide. View company profile here.
Being Relevant and Direct with Multicultural Audiences Today 
So what are the “hot” buttons or issues more relevant with multicultural segments of the U.S. population these days and more into 2019?  From our observations, experiences and in following the news (real news), it is education, immigration, nutrition, healthcare, our environment, and yes very much still entertainment.  And how are some brands tapping into their ethnic audiences in making themselves more relevant to these issues?” As consumers and shoppers, the multicultural household, often still multi-generational, has many questions when it comes to making purchase decisions, big and small. Social media with its influencers, bloggers and fans has provided us with highly targeted and on cue messaging to target demos.  Traditional media still reaches the masses yet more so these days for a broader awareness and branding. Yet no vehicle or channel can replace face-to-face, consultative and experiential, grassroots marketing.  Whether an integrated promotion to spike sales, or a shopper marketing campaign to support your media campaigns, both bring the call-to-action and allow for “closing the sale.”  As we’ve done for Health Net during Covered California open-enrollment season since 2014, or for LaCroix Sparkling Waters since 2015 with targeted sampling events reaching health conscious ethnic women in Southern CA. Or for DIRECTV and Media Networks Latin America in promoting their Perú Mágico lifestyle channel to U.S. adults of Peruvian descent in FL, NJ, NY and CA, since 2013. So got an issue to solve for your multicultural audience? Give us a call. By Mario Echevarría, Managing Partner, SMG (Shopper Marketing Group). For more information, please contact, 661-295-5704, Cel: 312.804.4117, www.smg-roi.comView company profile here.
2019: The Rising Influence and Global Impact of Asian Americans 

Brands not creating communications tailored to a new generation of Asian American consumers in 2019 are leaving money on the table… a lot of money on the table.  This group is young, tech savvy, and highly affluent, representing 1 Trillion in collective buying power. With 72% of Asian Americans adults being foreign-born they carry with them expectations from an ascendant Asia, this includes a higher propensity for mobile focused engagement and first-adoption of disruptive technologies that will challenge the established paradigms of how we think about media consumption and brand interaction. Brands engaging with this group now and catering to their needs and expectations will be putting themselves ahead of the game as the general market catches up.  In addition, domestic commitment provides global impact. Asian-Americans are connected, influential tastemakers operating beyond borders-winning their advocacy presents a gateway to broader adoption by millions and sometimes even billions of customers. By Jeff Lin, Co-Founder & CEO, Admerasia. Contact Jeff to learn about this aspiring, affluent and future-forward Asian American market–before your competitors do. Directline: 212-653-9133 Email: View company profile here.
The LGBT Market Has Unique Media Habits- 2019 Is All About Understanding the Consumer.

Unlike other minority markets, the LGBT market has no large-circulation national print titles and no television networks for mass reach.  As LGBT rights evolved state by state, most LGBT media is local and print based.  Because of this, our media habits are completely different from the Black and Hispanic markets, where television, digital and mobile play dominant roles. In fact, what’s most interesting in LGBT media is print is still king, with circulation of local print titles growing for the third year in a row.  With an evolved print market and their digital extensions, LGBT titles have done a wonderful job of making national ads a part of their editorial and their readers look for companies that are present and pursuing the market.  Yes, digital plays a role too but because large parts of the LGBT community are still not out, programmatic targeting is not recommended.  Mobile marketing may also not be as effective as with other groups, as LGBT’s were some of the first to use apps for meeting, and most commonly for meeting Mr. Right or Mr. Right now, so they might not be as receptive as other groups in this platform. This means in order to reach the LGBT consumer; a savvy yet simple technique work best.  Why is print still so important in LGBT media?  We can only guess- but we think a lot has to do with our community’s visibility and Trumpism, so getting trusted news by and for our community is important. By Todd Evans, President and CEO, Rivendell Media. For more information, please contact, 908-232-2021 ext 210. View company profile here.
The Year of the South Asian Consumer
2018 has underscored the importance of reaching a multicultural audience for a successful marketing strategy. Within that group, the South Asian audience has stood out, and been the focus of CMO’s of fortune 500 brands. Why? This incredibly affluent, young, tech-savvy and fast-growing audience is set to take over the new American landscape in the coming years as second-generation South Asians innovate in new fields, lead new companies, and change the conversation in every major industry. Just this past year, Disney announced a new animated show “Mira, Royal Detective” to educate young viewers about the Indian culture. A wedding between Priyanka Chopra, and Nick Jonas captivated the world. Hasan Minaj, a South Asian daily show correspondent, landed his own tv show on Netflix. These aren’t just small wins for a historically undervalued audience, rather it’s a statement to brands that South Asians are decision-makers, and now are dominating the conversation about diversity and inclusion. With some of the largest spend across Travel, CPG, Insurance, Auto, Luxury Goods, and Beauty, South Asian’s are the next audience for marketers to focus if they want to competitively conquest and grow market share. Today, South Asians are bucketed within all of the audiences that comprise Asian-American’s that equates to 60% of the world’s population. With different languages, cultures, and traditions, the South Asian audience is truly unique and should be spoken to with that in mind. South Asians want to have their own identity in the marketplace, and if brands cater to that and connect with the South Asian consumer, the possibilities are endless. By Kunal Kumar, Partner, (908)-977-9515. For more information on how to reach and activate against the South Asian consumer visit or email newbiz@5678mediagroup.comView company profile here.
Next Issues:
January 8, 2019
Deadline for copy: January 7th
Theme: Save the Dates for Key 2019 Multicultural & Diversity Conferences + events
February 2019
Deadline: February 5th
Themes: Post Game Multicultural Commentary on SuperBowl TV Spots
                Black History Month
                Asian Lunar New Year
To see upcoming newsletters view our 2019 Editorial Calendar
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Multicultural Marketing News (MMRNews), is published by Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up here.