It’s important to understand the multicultural consumer mindset and approach the audience in the right way. Multiculturalism is on the rise all over the world, which presents a huge opportunity for businesses that want to reach these consumers. However, marketing to multicultural consumers can be tricky. In this article, we will discuss what it takes to understand and market to multicultural consumers effectively.
First Things First – Who Is a Multicultural Consumer?
According to the U.S. Census Bureau, when we say multicultural consumers, it means consumers who identify themselves as Black or African-American, Hispanic or Latino, Asian, American Indian, Pacific Islander, other, or two or more races.
What Are the Main Traits of Multicultural Consumer Mindsets?
In Nielsen’s study on multicultural consumers, it is clearly shown that multicultural consumers are rising to the status of super-consumer, and companies should be able to understand and cater to the needs of this growing demographic. So, what are their main traits?
Multicultural consumers are:
- Expressive
Not afraid to speak up, multicultural consumers love expressing themselves, and studies show that they prefer apps and platforms that let them do it.
- Inclusive
They are proud of their culture and very inclusive of others. They are not afraid to show their duality and honor their cultural heritage as well as being part of the mainstream culture.
- Connected
Multicultural consumers usually belong to tight-knit communities, and as such, they are much more connected than their non-multicultural peers. If you are doing a good multicultural campaign, the entire community will know about it.
- Mobile-savvy
It might be a cliche, but younger generations, especially multicultural ones, are tied emotionally to their phones. No matter what other consumer characteristics your audience has, studies show that nearly ALL adults own – a phone.
- Early adopters
Younger multicultural consumers often are, according to Nielsen, early adopters. As such, they are among the first, the boldest, and bravest who will be willing to test a product or a technology. These people have a strong influence that can make or break the new breakthrough in the market.
Multicultural Marketing – Is It the Future?
In short – yes. But here’s a longer explanation: It is estimated that by 2050, there will be more than five billion multicultural consumers in the world. Nowadays, multicultural consumers make up almost 40% of the U.S. population. The curve is on the constant, exponential rise, and the overall U.S. population’s makeup is bound to change. Now, we have the occurrence that the white population isn’t on the rise but actually dropping for the first time in the last 200 years.
So – How Exactly to Understand a Multicultural Consumer Mindset?
It is not enough to simply target multicultural consumers with your marketing. You must also understand their mindset and how to effectively reach them – your campaigns must resonate and speak their language. Here are some tips on how to do just that:
Get To Know Your Target Audience
What are their needs and wants? What motivates them? Do you know what are their pain points? The better you understand your target audience, the easier it will be to reach them. You know that old saying in marketing, be where they are. Multicultural marketing adds another dimension to the mix. You now have to understand how they are, why they are, and how to approach that.
Read here on how to identify your target market.
Do Your Research
When it comes to marketing to multicultural consumers, you can’t rely on assumptions. Nay – you mustn’t rely on assumptions. Stereotype marketing is a very dangerous game that you shouldn’t play. You must do your research and understand the nuances of each culture. What works in one culture might not work in another or may even be offensive.
Be Authentic
There is a very fine line between a largely successful multicultural campaign and another multicultural flop. In general, multicultural consumers are very perceptive and can quickly spot inauthenticity. This is a sure way to get the wrong kind of brand recognition. If you want to effectively reach your audience, you must be authentic in your approach.
Also, read more on how to avoid the biggest multicultural mistakes here.
Tell a Story
Humans are hardwired for stories. Since the dawn of age, our knowledge has been passed down through generations by storytelling. When you tell a story that resonates with your multicultural target audience, they are more likely to remember your message and take action.
Create a Connection
In order to reach and understand multicultural consumer mindset, you must first create a connection with them. It should be a real connection because, as we mentioned above, they can easily spot an imposter. Just find common ground and build rapport off of it. Once you have established a connection, you will be in a better position to sell them on your product or service. But connections don’t happen through sales. It’s more of a reward for a well-thought multicultural campaign.
Be Sensitive to Cultural Differences
It’s important to be aware of these differences and adjust your approach accordingly. Making fun of the things that are predominantly tied to one culture is a great way to alienate yourself from all cultural representatives.
Instead of capitalizing on someone’s differences, you have to actually celebrate their journey. Mocking is very offensive and hurtful and won’t get you points with any ethnicity. This is an important piece of advice if you want to understand a multicultural consumer mindset.
Don’t appropriate when you can appreciate.
Summary
It’s easy to get lost in all the Do’s and Don’ts when it comes to understanding multicultural audiences and consumer mindsets. It is a slippery slope that can hurt your business if not done right. You can always leave it to the true professionals – get in touch with Phu Concepts, and we can create a multicultural campaign for your business from start to finish.
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