Gen Z is the most multicultural generation to date and it’s expected that multicultural advertising budgets are going to increase in the coming years. It’s estimated that the white population in the U.S. will actually be the minority by 2043 according to the U.S. Census. Large cities all across America are now enmeshed with loads of diversity and with the social justice movements during the pandemic, inclusion is now necessity in conducting good business. Yesterday we wrote an article on cross-cultural advertising, so today we’re going to focus on the importance of multicultural advertising. As essential as it is today, it is still no easy feat to create multicultural ads that resonates with its audience and does not offend or alienate them. Thus, we thought we would put together a tips list to help you get started.
1. Research and analyze data. Look at multicultural campaigns that have worked. What did they do? A prime example would be Coca-Cola’s “America’s Beautiful”. Also, don’t forget to make sure to do research into specific cultures that you’re trying to reach as well. Understanding the culture will help you know the motivations of the audience as well as what triggers them to buy something.
2. Have a diverse multicultural marketing/advertising team. Of course, someone from a particular region will understand that place better than anyone. This can help you contextualize your campaigns through your team who has, quite literally, been where your audience is or has been. This diverse team can help you check for accuracy of campaigns.
3. Triple check accuracy and authenticity of campaigns. As stated above it’s important to check the accuracy of the multicultural campaigns. Aside from having your diverse team, your brand can run it by colleagues that may also represent that cultural group. Get their feedback. What emotions did it invoke? This can also be done through A/B testing to see what appeals to the group(s) you’re targeting. Whichever way you shake it, having a cultural expert look at your campaigns is a must before they hit the market.
4. Create empowerment in multicultural communities. How can your campaign create a sense of empowerment? How can you shed some light on issues or diversities that a particular culture has faced? People will trust your brand if you’re authentic in your support to give representation to underrepresented groups!
5. Overcome preconceived cultural beliefs. This could be thought of as research listed at bullet point number one above. Make sure to study the culture and beliefs are your target audience. Even following influencers in that culture can help you understand the mood of target cultures. Keep an open mind and a humble heart while you learn about new cultural groups.
Overall, in the coming years it will be important to develop deeper and stronger understanding of different cultures. A new ecosystem of advertising space is coming to light and it’s right around the corner. It’s crucial to stay up to date with cultural trends and keeping your work space diverse. We’re excited for this new multicultural advertising space and embrace it with open arms. As a business who holds high DEI standards we couldn’t agree more with the increasing importance of multicultural advertising. To see more great examples of brands that got their multicultural advertisements right click HERE.
