Marketers need to see multicultural marketing as mainstream marketing. No longer should brands silo audiences with messages that don’t align with a brand’s mass marketing communications. From 2016 to 2060, the Census Bureau projects the white, non-Hispanic population to fall from nearly 200 million to 180 million.
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Last October, Marc Pritchard, P&G’s chief brand officer and one of the most influential people in marketing, delivered a message that some marketers have embraced for years. At the ANA Masters of Marketing Conference, Pritchard explained two things to the several thousand attendees. First, marketers need to see multicultural marketing as mainstream marketing. No longer should brands silo audiences with messages that don’t align with a brand’s mass marketing communications; instead, multicultural messages should heavily influence a brand’s mass messaging. Second, Pritchard would be investing heavily in Black-owned media to amplify those outlets and better reach the consumers who are
Brands Will Continue to Prioritize Multicultural Marketing was originally published on Adweek Feed
