Plenty of companies out there are working hard to reach their multicultural consumers, and there is so much to learn from their multicultural marketing campaigns. In this post, we selected three companies with great multicultural marketing strategy examples. These are some of the biggest players in the market that are worth learning from, so let’s check them out.
Why Is Having a Multicultural Marketing Strategy Important?
In the past, diversity marketing was important too, but surely not on the same level as today. Companies that didn’t embrace diversity and address the needs of minority audiences risked being left behind. By not acknowledging different cultures, companies ran the risk of alienating potential customers and damaging their reputations.
Companies need to develop their own multicultural marketing campaigns crafted for their multicultural consumer – that could be African Americans, Latinxs, and Hispanics. A closer look at our current market indicates that “cookie-cutter” total marketing campaigns tend to fail. In a country where, according to the 2019 US Census Bureau, around 40% of the total population do not recognize themselves as white non-Hispanic Americans, designing campaigns that can engage a growing audience is key.
What Is Diversity Marketing?
Diversity marketing is an approach to marketing that recognizes and values the unique characteristics of different customer segments. It focuses on understanding the diverse needs, wants, and behaviors of consumers from different backgrounds, cultures, and lifestyles. In other words, there are many multicultural marketing mistakes to be aware of, but understanding how a product or service can be tailored to appeal to customers in different demographic groups will completely change your marketing strategy.
Check Out Some Companies With Great Multicultural Marketing Strategy Examples
As you probably already know, trust in marketing plays a big role. In fact, most consumers remain and spend more money with a trusting brand. That’s why companies that want to stand out from others and gain more audience will have to embrace diversity marketing.
Having the possibility to learn from some of the brands that are embracing a much more multicultural marketing approach is a great way to start. So, here are companies that cherish their marketing efforts and are worth following.
- Coca-Cola – During the BET Hip Hop Awards, the company features some of the most emerging black artists, explaining why voting matters to them and their communities. With the Sprite campaign named “Step Off,” they wanted to call all the people across the US and show the world their talents.
- Apple – The brand is a synonym of great products and culture. They believe “Humanity is not single, it is plural.”
- Fenty Beauty – The “Beauty for All” campaign has changed the previous standards in the makeup industry and made sure everyone can find a suitable product for themselves.
Coca-Cola Company Campaigns – Sprite’s “Step Of” and Coca-Cola’s “America Is Beautiful”
2020 was a chaotic year, to say the least. In the middle of one of the greatest pandemics in the world, the US also faced the most controversial elections. During a recent multicultural marketing campaign, Sprite encouraged Black and multicultural youth to make their voices heard at the polls. Sprite embraced a delicate topic highlighting the importance of having your voice heard when you are a minority group and the impact of such in a community.
This campaign wanted to celebrate boldness and originality, inviting people to come together and share their stories. The campaign took place in major cities across the US. Participants were invited to compete for prizes by showing off their own style and creativity through dance performances or other creative outlets. Beyond the competition, Sprite Step Off also wanted to promote positive messages about inclusion, respect for diversity, and collaboration among people from different backgrounds.
Another good example would be the campaign The Coca-Cola Company launched in 2014 during the Winter Olympics to celebrate and honor the great diversity found across the United States. The campaign featured a 60-second commercial that highlighted “the many faces, languages, heritages, and cultures of America” through film footage from all 50 states.
The tour also included city-wide events, such as a mural painting in Los Angeles and a dance performance in New York City. Coca-Cola also partnered with organizations such as The Hispanic Scholarship Fund and the National Council of La Raza to award scholarships and grants to support students around the country. This campaign was both heartwarming and inspiring to Americans across the country and strengthened Coca-Cola’s reputation as a brand that values diversity.
Apple’s “Humanity Is Not Single, It Is Plural”
Multicultural marketing approaches of companies like Apple are always a good example of how thorough target market research is done. The brand is a synonym of great products and culture. They believe “Humanity is not single, it is plural.” Without a doubt, Apple has always been mastering the art of being ahead of its competitors.
This campaign was created to celebrate the incredible diversity of humanity and emphasize its positive role in society. Through compelling stories, Apple wants to create a more inclusive world that is accepting of everyone regardless of their gender identity, sexual orientation, race, religion, or culture.
Their multicultural marketing approach travels through all the work they do. For instance, they feature a dedicated “Inclusion and Diversity” page on their website, featuring stories about their employees. Apple also takes its multicultural audience into consideration in all its marketing strategies, customizing its content toward the specifics of each target audience.
Fenty Beauty “Beauty for All”
Rihanna’s beauty line has changed the beauty industry by revolutionizing it with its inclusive and diverse range of products. This campaign is a good example of how to speak effectively to a multicultural audience because its aim is to provide high-quality makeup and skincare for everyone, regardless of skin color, gender identity, or age.
Fenty Beauty offers foundation, concealer, lipsticks, eyeshadows, blushes, powders, and more in a wide range of shades that cater to all skin tones, as well as products for all gender identities. The brand’s inclusive approach has been praised by beauty lovers around the world and has earned it a reputation as one of the most diverse makeup lines out there.
Why Should Your Company Have a Multicultural Strategy?
Understanding the multicultural consumer mindset and having the right strategy is essential for businesses that want to remain competitive in today’s economy. That’s why companies should be aware of some of the biggest multicultural marketing failures to be able to recognize the importance of diversity and develop strategies that cater to a broad range of cultures, backgrounds, and beliefs.
They should strive to make their workplaces inclusive and welcoming regardless of race, gender identity, sexual orientation, or any other cultural dimension. In other words, use social listening as one of the tools that will help you with developing a multicultural strategy.
A multicultural strategy also helps to improve business performance. Companies that are diverse tend to have better financial results than those that are not. They benefit from having greater insights into different cultures because they can use this information to create products, services, and marketing campaigns that resonate with customers from different backgrounds.
Boost Your Business With Our Rochester Marketing Solutions
It is clear that these companies have mastered the art of multicultural marketing by understanding how important it is for businesses to connect with customers on a deeper level than just selling products or services. By celebrating cultural differences rather than ignoring them, these companies were able to create meaningful connections with their customers – something that can never be underestimated.
Since these three major companies have done it and succeeded, why can’t you? With Phu Concepts, our multicultural marketing agency, you’ll be able to boost your enterprise and gain more audience. All you have to do is reach us online or by phone at (585) 232-5952. You’ll have the best experience with digital marketing in Rochester.
