5 Myths About Multicultural Marketing that are Easy to Correct
Multicultural marketing acknowledges the differences between cultural backgrounds, and provides brands with the opportunity to offer more personalised messaging to engage an increasingly diverse population.
And yet there are plenty of missed growth opportunities when businesses overlook ethnic groups as potential consumers. Why does this happen? Partly because of common misconceptions that exist regarding the effort needed to create culturally diverse campaigns!
Here are five of the most common myths about multicultural marketing that brands should avoid when looking to expand market share:
- It’s not worth the expense
When taking into account the percentage of minority ethnic groups that contribute to population growth, it’s clear that marketers have been underspending on multicultural advertising.
In 2018, the Office for National Statistics projected a 4.5% rise in the UK’s population over the next ten years, from 66.4 million to 69.4 million. Of that growth, 73% (2.2 million) was projected to be a direct result of international migration. Between 2018 and 2048, the proportion of growth from international migration is predicted to rise to 84%.
- There’s already enough ethnic content out there
The cultural landscape of the world is changing faster than the population is rising. Multiculturalism isn’t going away anytime soon, and it’s important to keep up with the changing times. To effectively market to diverse demographics, you need to be continually analysing the trends of multicultural consumers and re-shaping your strategy accordingly.
If your company believes there’s already enough diverse content out there, it might be time to re-think your marketing strategy. There’s always room for more content. Come up with an effective, innovative plan, and make it better than what’s been done before; and make it more specific to the exact buyer personas that your brand is targeting. Be targeted.
- One ethnic campaign will appeal to all groups
Following on from the previous point, the age of marketing to a general audience is over. People want to see themselves in the campaigns that are meant to be targeting them and drawing them in. The less specific your marketing tactics are, the more alienated that diverse consumer groups will feel.
Falling behind in the diversity department won’t only have you missing out on engaging large groups of consumers, but it might actually hurt your business. Consumers are ready to call out brands that don’t meet the standards they’ve come to expect when it comes to racial and gender recognition and inclusivity. As a brand looking to grow and have an impact on the modern world, it’s your responsibility to make sure your content feels as personalised and inclusive as possible.
- We should outsource our multicultural marketing
Multicultural marketing shouldn’t just be a department in your organisation that functions on its own, separate from the rest. It should be included throughout your entire business. The more deeply ingrained the values of cultural diversity are in your brand, the more successful you’ll be in reaching the consumers you’ve been missing.
From hiring practices to advertising campaigns, every aspect of your company should embrace inclusivity. If not, your business will fail to find an authentic voice that appeals to diverse audiences. But how can you achieve this whilst your HR department is catching up with diverse recruiting, we hear you ask. Run focus groups…lots of them…and follow up with quantitative research. You need to understand that you DON’T UNDERSTAND multicultural consumers; so ask, listen, and make decisions based on what you discover.
- Featuring diverse models or throwing a rainbow flag on our website is enough
Part of finding your authentic voice means doing more than changing your company’s Facebook page logo during pride month or black history month. It also means doing more than recruiting a few ethnically diverse models for your global campaigns. To get your foot in the door with the different cultural groups that haven’t been paying much attention to your brand, you’ve got to show them that they’re positively represented in your content.
If you’ve been trying to join the multicultural marketing game, you’ve got to put real effort into it to stand a chance. With the world constantly and rapidly evolving, especially right now, re-branding has been an essential part of keeping many businesses afloat. Go beyond the superficial stamps of cultural acceptance. Take the initiative in supporting different causes, raising awareness, promoting acceptance and equality, and making a difference. Be useful rather than superficially promotional, and you will be heard.
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In a globalised world, these misconceptions, or ‘lazy marketing’ ideas, have the power to truly hinder growth. Consumers are simply more willing to trust brands that promote gender and racial diversity, and they’re not afraid to shun brands that miss the mark (especially Gen. Z).
An effective multicultural marketing strategy can be a powerful thing. The personalisation of adverts can lead to improved customer experiences, heighten brand loyalty, and drive both new revenue and increased loyalty. The consumer of the future is ready to give you their business. Are you prepared to do the same?