In today’s digital world, customer journey alone is not enough to generate loyal consumers and brand advocates. Adapting to a wide variety of experiences through the understanding of different contexts, particularly in the field of multicultural marketing, is the real path to a better...
While there is more to us than our cultural background, the way we act, think and react to our environment is largely modelled by it. Of course, not all the people from a given group will behave in the same way, but certain generalisations can...
What does it mean for a brand to be culturally fluent? In an increasingly multicultural and interconnected world, cultural intelligence becomes a vital aspect of the internal organisation and external communication for the most competitive companies. ...
Brands and agencies need to move forward towards true equity; not only in external marketing messages, but also in internal organisational structure and work culture. After all, the most effective way to promote diversity and inclusion is to be its personification....
Multicultural representation at the board level is not a matter of optics; it’s what allows UK companies to remain competitive around the world. As Sir John Parker, Chairman of the Parker Review Committee explains, it increases “alignment of the Board with its customer base at...
Consumer habits have changed drastically as a result of the COVID-19 pandemic, and many effects are likely to be permanent. Given the loss of income many people faced as a result of the lockdowns imposed by governments around the world, consumers are now more hesitant...
Particularly in the Western world, demographic trends have shifted mainly as a product of migration. Therefore multiculturalism has become an increasingly important player of marketing, as companies continue to realise the benefits of targeting minority groups who often possess significant buying power....
In the United States, there is a holiday known as ‘Cinco de Mayo’ (‘5th of May’ in English) that is often dubbed as the ‘Mexican St. Patrick's Day’. This is because essentially, they are very similar; they are rooted in a culture foreign to where...
Personalisation is a powerful marketing strategy; it enables brands to connect with their audience on a more personal level, improving customers' experience, and making business more profitable. In fact, 80% of companies report seeing an uplift since implementing personalisation tactics. ...
Digital marketing opens the door for brands and companies to reach the widest possible mass of people. However, the challenge is to engage those people amongst the wide clutter of messaging....
