Multicultural Marketing

The American cultural landscape is rapidly changing. As of today more than 40 percent of the American population can trace its ancestry through Ellis Island. By the year 2050, the number of Hispanic Americans will double to comprise one-third of the population, according to figures from the U.S. Census Bureau. The Asian-American population will nearly triple to comprise 9.2 percent of the population. The result: a United States in which minorities are the majority.

Small business owners who continue to market to all the usual suspects in all the usual places will sooner or later find themselves alienating a massive chunk of this country’s consumer market. The African-American, Hispanic-American and Asian-American markets combined represent a $1 trillion market, and that doesn’t even include the multitude of other cultures present in America today.

Marketing cross culturally takes more than distributing bilingual pamphlets or using multi-racial actors in commercials. It takes a real understanding of the distinct characteristics that make each culture unique. So here are some tips to successfully marketing to different cultures.

Do as much research as possible on the different cultures you are targeting and get feedback from those who thoroughly understand them.
Pay close attention to the details that distinguish one culture from another.
Show each culture how you will address its specific needs.
Don’t get bogged down by old-fashioned cultural prejudices or stereotypes.

People from different cultures present an unparalleled opportunity for companies to market their products or services, but seizing that opportunity takes effort. It requires a long-term commitment and willingness to adjust business practices to suit the changing needs of this fastest-growing consumer group in the country.