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Managing and supporting world class brands and emerging businesses with insights and strategies on multicultural marketing and diversity engagement has been one of the great thrills throughout my career. Th innovation, learning and insights and relationships are unmatched and my view of the world has greater scale and meaning. If we are to win in our efforts to engage consumers, business partners and employees in North America and global markets, it is important to truly understand the diversity of a ‘’multicultural market.”
What follows is a podcast where I talk about this category that has finally emerged as all important to socially propelled businesses and industries across the globe. This category requires engagement based on authenticity. The kind of authentic interaction where they are listened to, included and no assumptions are made about segments without experience based insights. There is clear understanding of cultural appropriation or rather what influences the behavior of multicultural.
Ethnicity, age, sex, gender and yes sexual orientation are all part of that segmentation as much as how people interact and the mediums they use daily.
Experiences of the total market, i.e. the multicultural market are both personalized and universal. Understanding the culture of each life segment helps us decide how to attract and engage them.
Appreciate the auspices of each culture. Why do they work for, buy from, talk about, choose and subscribe to your business and its products and offers? Being able to answer this dramatically impacts how we organize and execute for success in the immediate and long term.
Note: * In the podcast, you will hear me say “ South America” in relation to ‘Panama which is a very interesting case of geopolitics: Geographically it is definitely Central America, just by looking at a map and seeing that it is the end of the Central American isthmus. Historically it is South American as, since the pre-Columbian times, its indigenous population was more related to the Chibcha Indians of Colombia and, remotely, to the Incas of Peru. This historical connection remained during the Spanish conquest, and the Grand Colombia project of the early 19th Century. Panama had little, if any common history with the rest of Central America until the 20th century. But culturally, Panama is definitely Caribbean, having more in common with Cuba, Puerto Rico and Dominican Republic than with either Colombia or Costa Rica. If you compare foods, music, language, climate, etc; you will see how Caribbean Panama really is. In Brooklyn, NY every summer, people from Panama and of the heritage participate in the ever popular Caribbean Day Parade during Labor Day weekend. Culturally, Panama is closer to South America and the Caribbean than to other Central American countries. The southern part of it that borders Colombia could be considered South America. Do not allow a map or zip codes to be the thing that drives your marketing and diversity engagement decisions. Look at culture and how people engage. In a world of incredible digital, social media and online access to action based CRM and data insights like never before, we cannot afford to not do that.
In tems of people coming from the Caribbean islands and areas, they are okay being called “Caribbean and also “ West Indian”
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