Friday, April 12, 2024

16607: Cultural Appropriation, Minimal Allocation.

 

Mediapsssst at MediaPost spotlighted a new campaign from the Hispanic Marketing Council that cautions Chief Marketing Officers on adverse career consequences associated with creating inauthentic Latino marketing via insufficient funding.

 

In short, engaging in ‘Latino Coating’ for crumbs could lead to being bounced from C-Suite to CUL8R.

 

Unfortunately, HMC can offer no data to support the position. Indeed, the typical CMO has thrived by allocating underwhelming interest, intelligence, and investment toward Latino marketing—or any other non-White marketing. You can’t beat the systemic racism, amigos.

 

So, the HMC campaign presents empty threats—unless they can rouse the public to threaten boycotts or threaten legal action.

 

¡Ay crumba!

 

HMC To CMOs: Continue ‘Latino Coating’ At Your Own (Career) Risk

 

By Richard Whitman, Columnist

 

The Hispanic Marketing Council today unveiled a new campaign calling on marketers to stop the practice of “Latino Coating.” Which is kind of like greenwashing but instead of pretending to care about the environment, it’s about brands that pretend to care about properly marketing to Hispanic communities.

 

Or as the Council put it in a statement, “Latino Coating is defined as a superficial marketing approach coating products, campaigns, media or entertainment with Latino elements for the appearance of diversity without genuine understanding or respecting Latino culture. This behavior involves surface-level attempts at inclusion, such as incorporating stereotypical imagery, language, or cultural elements into marketing campaigns, without a deeper connection or meaningful representation.”

 

The Council cites research that the Hispanic market constitutes 20% of the U.S. population and represents $3.2 trillion in GDP, “essentially making it the fifth largest economy in the world.” By contrast, brands spend less than 4% of their advertising budgets on Hispanic-targeted efforts.

 

The creative development for campaign, #StopLatinoCoating, was led by Luis Miguel Messianu, Founder, President and Chief Creative Officer of MEL (Messianu Edelman Lerma). Creyentes and Casanova//McCann also contributed, with input from the Council’s board.

 

“To us, Latino Coating is a form of cultural appropriation that seeks to capitalize on Latino identity for marketing purposes without genuinely valuing or respecting the culture,” explained Messianu. “It’s akin to whitewashing, greenwashing, or rainbow washing, but it preys on Latino identity—offering a mere illusion of inclusivity by adding Latino elements on the surface. It’s activating during Hispanic Heritage Month and patting yourself on the back.”

 

The Council also points to McKinsey research asserting that more than a third of Latinos are dissatisfied with current products or value propositions being offered.

 

“CMOs who do the bare minimum, check boxes and engage in Latino Coating are not only doing their organizations a disservice but they are also risking their careers,” the Council warns.

 

The HMC offers the following advice:

 

• Increase Hispanic marketing spend levels commensurate with the Latino $3.2 trillion buying power. The general market is dead, and marketers must be savvier to capture the hearts and minds of today’s multicultural consumer.

 

• Delve deeper into understanding Latino culture, respecting its complexity, and acknowledging diverse perspectives and experiences to ensure their products and services stay relevant and valuable to Latinos.

 

• Ensure there’s meaningful representation. Authenticity comes from genuinely representing Latino communities, not just by being visible but by understanding and respecting their values and experiences. Latinos don’t want to be targeted; they want to be seen and valued.

 

• Seek and pay for the right help. Work with partners who truly understand the Latino cultural context so brands can forge real connections with the U.S. Hispanic market.

 

More from the campaign can be found here. It was introduced at the HMC’s annual summit in New York.

Thursday, April 11, 2024

16606: Mickey D’s Campaign Lacking Teeth.

The TBWA\Buenos Aires creative team responsible for this Mickey D’s campaign should be kicked in the teeth.

 


Wednesday, April 10, 2024

16605: Crumbs, Continued.

 

Digiday published an article opining why multicultural marketing—particularly for Gen Z audiences—must be part of general marketing investments.

 

Oh, it is a part—albeit a tiny, underfunded, underrepresented, and underappreciated part.

 

In the general marketing investments pie, multicultural marketing is a crumb. And the crumby conditions extend to the specialized practitioners.

 


Why multicultural needs to be part of general marketing investments, especially for Gen Z

 

By Antoinette Siu

 

Media agencies that approach multicultural as a separate or smaller investment almost immediately hamstring their marketing strategies, argues one programmatic vendor — and it will negatively impact their engagement with communities beyond Gen Z and communities of color.

 

In a whitepaper addressing multicultural trends and Gen Z that it is releasing this week, programmatic platform Direct Digital Holdings argues that multicultural communities have an increasing influence on brand preferences and choices for consumers across all brand categories. That trend is particularly acute with Gen Z audiences. Digiday was given early access to the whitepaper and to the agencies that Digiday sought reaction from, it is no longer enough to market to the general market and divide up the rest as just multicultural spending.

 

“The brands that will be at the forefront and the top runners in the future are the ones that understand that inclusivity is the thing that they should be focused on versus multicultural, or versus general market,” said Sherine Patrick, media strategy advisor for consultative group Ops Shop.

 

Even as more agencies and brands pay attention to diversity, equity and inclusion and multicultural marketing efforts, they need to consider how they can effectively market to different communities as demographics, generations and cultures change over time. For one, agencies should prioritize media channels and platforms that resonate with communities of color and LGBTQIA+, but also expand influencer marketing campaigns that feature underrepresented voices and specific demographics and ethnic media outlets, said Mark D. Walker, CEO and cofounder of Direct Digital Holdings.

 

“Understanding how to connect with this generation is crucial for shaping brand choices today and driving strong revenue in years to come,” Walker said.

 

Multicultural and brand preference strategies

 

In its whitepaper, Direct Digital Holdings found that Gen Z and millennial consumers are more diverse than their older counterparts on all levels and brand categories — and Gen Z is most likely to say their connections are more than 50% diverse. Some 81% of Gen Z said that multicultural and diverse consumers have a significant impact on their brand preferences and choices, and 72% of millennials said the same (compared to 48% of Gen X and 32% of Boomers), according to the study.

 

Additionally, 57% of the general population said in the study that multicultural and diverse people have a major influence on their brand preferences. U.S. Census data in the study also noted that the country is getting more diverse than ever: 34% of Americans identify as a race or ethnicity other than white and 8% identify as LGBTQIA+.

 

As a result, agencies have to push beyond general market and multicultural differences if they want to connect with more consumers, argued Patrick. That responsibility lies with the agency, but also on the brands to equally question assumptions and challenge boundaries.

 

“It’s our job as agency people to educate our clients,” she said. “That’s why they pay us. I’m not going to pay my hairdresser to do my hair and then have to tell her how to do my hair — that would actually push me away.”

 

José Villa, president of minority-focused marketing agency Sensis, agreed that brands cannot execute multicultural marketing “because it feels good or it’s part of a diversity effort.” The strategy should rather be focused on the audience as a market opportunity — especially because so many Gen Z and millennials identify strongly with their culture that goes beyond language and race.

 

“Multicultural marketing has been around for about 50 years [and used to] be focused primarily on language and running ads on Spanish TV and beyond,” Villa said. “Starting with millennials, there’s been a shift in multicultural marketing away from language to culture. … That’s also the accelerating focus with Gen Z.”

 

Shifting budgets and perceptions

 

While multicultural marketing and diversity efforts have been around for years, some say the actual financial investments unfortunately paint a different picture. Based on Patrick’s agency experiences, she said oftentimes multicultural was viewed as “expensive” or “checking a box” in a broader media strategy. She recalled that part of the budget was always the smallest or cut first if costs were reduced.

 

“We’d have a $3 million budget for a general market campaign and $50,000 for multicultural,” Patrick said. “It was seen as very disposable.”

 

Yet Villa noted a shift in media consumption that perhaps can attract more multicultural investments going forward. For example, Gen Z and millennials consume more earned rather than paid media — so marketing is now more “focused on things like influencers, social media, events and activations, as opposed to big paid advertising campaigns,” Villa said.

 

While shifting the spending for multicultural marketing is one part of the effort, changing representation, culture and strategy is another ongoing challenge within agencies that could explain the smaller budgets toward multicultural.

 

Janis Middleton, evp and executive director of inclusion strategy at Guided by Good, said it’s particularly important today for agencies to refine and build on their DEI and multicultural efforts – despite the feeling that momentum has slowed at organizations nearly four years since the murder of George Floyd in 2020. Guided by Good agency 22Squared last March launched a client offering, Embrace, aimed at supporting brands on inclusivity, culture and education.

 

“[I want to] implore people, stop with the headlines of ‘DEI is dead’,” Middleton said. “If you’re saying that we need to rethink the strategies, say that. If you’re saying we need to rethink our teams, say that. Let’s do that.”

 

Effective multicultural marketing, Middleton said, has to work together hand in hand with broader DEI initiatives. If there is no diverse culture and inclusion at an organization, the challenge is that much greater to generate authentic multicultural work.

 

“It’s virtually impossible,” Middleton said. “It’s not just people on the margins who want to see diversity. Everyone wants to see it, because we live in a diverse world, right?”

 

No matter how multicultural will evolve, it is clear that agencies are thinking beyond communities, languages and age — as well as striving internally to shape their organization’s workforce representation and culture.

Tuesday, April 09, 2024

16604: Me Time, Tummy Time.

 

The perfect Mother’s Day gift—up to $4000 off for a sculpted stomach…? There’s a ‘Yo Mama’ joke here somewhere.

Monday, April 08, 2024

16603: UT DEIBA+ TTFN & CUL8R BS.

 

CNN reported on University of Texas at Austin, where an estimated 60 staff members previously focused on DEIBA+ roles received pink slips. Critics and equality advocates charge that UT is caving in to the Texas anti-DEIBA+ law.

 

Meanwhile, Stan Richards School of Advertising and Public Relations appears to be unaffected. Don’t expect Richards—or anyone at TRG—to comment. Yet can’t help but wonder if people connected to Stan Richards School of Advertising and Public Relations helped draft the performative PR depicted above.

 


University of Texas at Austin eliminating nearly 60 staff who once worked in DEI roles, civil rights and faculty groups say

 

By Nicquel Terry Ellis, CNN

 

The University of Texas at Austin has sent layoff notices to an estimated 60 staff members who previously worked in diversity, equity and inclusion roles, according to the Texas NAACP and the Texas Conference of American Association of University Professors.

 

The staffing cuts come as the university works to comply with the state’s anti-DEI law, or SB17, that bans public colleges and universities from maintaining DEI offices, holding mandatory DEI training, and having departments focused on “promoting differential treatment” based on race, sex or ethnicity.

 

In a statement released Wednesday, the Texas NAACP and AAUP said impacted staff members were given a 90-day layoff notice. Forty of those employees were from the Division of Campus and Community Engagement, which will be closing, the statement said. The office was formerly called the Division of Diversity and Community Engagement before SB17 went into effect in January.

 

Brian Davis, a university spokesman, said he was unable to confirm the number of jobs that are being eliminated. Davis told CNN in an email that the university would not comment beyond a letter President Jay Hartzell’s released to the campus community earlier this week.

 

Hartzell said in the letter that the university is redirecting funds from DEI initiatives to “teaching and research.”

 

“As part of this reallocation, associate or assistant deans who were formerly focused on DEI will return to their full-time faculty positions,” Hartzell said. “The positions that provided support for those associate and assistant deans and a small number of staff roles across campus that were formerly focused on DEI will no longer be funded.”

 

Hartzell said staff members who lose their jobs will have an opportunity to apply for other open positions at UT Austin.

 

But Texas NAACP and AAUP said in the statement they believe the “terminations clearly are intended to retaliate against employees because of their previous association with DEI.”

 

“We call on University of Texas at Austin officials to be forthcoming about these terminations, their impact on University services to students and the community, and the provisions made to displaced staff, who until today had been assured that their positions were not in jeopardy,” the statement said.

 

The office closure and job cuts come after several cultural programs, identity groups and events on campus lost all university funding earlier this year. Student leaders tell CNN they have been scrambling to raise money so their programs can stay afloat.

 

One student said Tuesday she was saddened by the news of staff jobs being cut. Aaliyah Barlow, president of the university’s Black Student Alliance, said she feels discouraged by the disinvestment in DEI-related jobs and programs.

 

“Me personally, I cried,” Barlow said. “The fact that I am going to come back here next year and all the staff members I know and all the programs I value are just going to be gone, it’s very disheartening. I feel like my college experience is ruined.”

Sunday, April 07, 2024

16602: Happy Meals, Unhappy Environmentalists.


In times where ESG has become a business imperative, TBWA\Buenos Aires thinks it’s cool to create a Mickey D’s commercial that dramatizes the paper-wasting mass production of Happy Meals boxes…? A single recycled symbol cameo in the 1.5-minute video is hardly promoting corporate responsibility. Gotta believe Greenpeace will not smile over this spot.




Saturday, April 06, 2024

16601: Artificial Isometrics…?

 

How long does it take to get toned body with Wall Pilates according to my age?

 

Probably about 10 seconds for you, AI lady.

Friday, April 05, 2024

16600: Multicultural Multiple Choices.

Advertising Age published a lengthy report spotlighting debates about the best label for non-White advertising and marketing. The top choices include:

 

Multicultural Marketing

 

Cultural Marketing

 

Inclusive Marketing

 

Cross-Cultural Marketing

 

Total Market Marketing

 

Transcultural Marketing

 

And chip in MultiCultClassics’ original entry:

 

Multicrumbtual Marketing

 

A better way to change the conversation might involve redefining General Market Advertising. The choices here include:

 

White Advertising

 

Exclusive Expositions

 

Caucasian Communications

 

Systemic Racism

 

And chip in MultiCultClassics’ original entry:

 

Monocultural Marketing

 

Inside The Multicultural Marketing Debate—How The Ad World Is Clashing Over Culture

 

Ad Age spoke with 12 advertising execs about the state of multicultural marketing, how it’s evolving and its ongoing challenges

 

By Brian Bonilla

 

Gilbert Dávila remembers when the term multicultural marketing was coined about 20 years ago during an ANA meeting.

 

At the time, multicultural marketing represented an advance from minority marketing or ethnic marketing, as it was then called, because it embraced not just one, but many groups. Multicultural marketing, which got its name during a group conversation involving Dávila, “became an umbrella that not only housed Hispanic, African American and Asian, but for the first time, it included LGBTQ and even people with disabilities,” said the co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing and CEO of DMI Consulting.

 

But now, there is a debate over whether the term should be retired and if the word culture is being appropriated.

 

While no one disputes the value of reaching under-represented groups—$45.8 billion is expected to be spent on U.S. multicultural advertising this year (which is still less than 6% of total spending), according to research firm PQ Media—there is a growing clash over the role of “cultural” versus “multicultural” marketing, and discussion over whether the latter term is limited or dated.

 

Some believe that the word multicultural, which was adopted to communicate inclusion, can actually be exclusionary—resulting in multicultural marketing being siloed, or as Dávila put it, “disassociated from the rest of the marketing team.”

 

Multicultural as a word comes with “baggage that creates a challenge,” IW Group President and CEO Nita Song said. “The strength of multicultural is that it is probably the most recognized word, it is the one common word that we’ve all grown up with and clients understand it. But I don’t think it’s been supported in the best way in terms of the opportunities that are presented today.”

 

Emerging terms

 

At issue is whether the term multicultural, the widely accepted way of describing marketing catered toward diverse audiences including race, gender and sexual orientation, is too synonymous with racial or ethnic marketing. This has given birth to new terms meant to act as an evolution from the word. Agencies such as Sensis, BeautifulBeast and Lerma/, for example, call themselves cross-cultural shops.

 

BeautifulBeast’s website explains it this way: “While our DNA is Hispanic, we are a cross-cultural agency.”

 

“Cross-cultural is a broader term,” said Pedro Lerma, principal and founder of Texas-based agency Lerma/. “We believe that we can credibly address and lead with underrepresented segments of the market, so it’s not just about being inclusive within the agency, but it’s about having a real respect and being willing to lead with a perspective that is other than your own.”

 

Rob Velez, VP of inclusive network sales at music-video platform Vevo, said he saw the need for a move away from multicultural toward “inclusive marketing” around 2020.

 

“I grew up in this industry and it was always … you have your general market and then you have multicultural,” Velez said. “[Multicultural] was always the afterthought … I’ve just always seen multicultural as this separate thing that wasn’t really thought of from inception.”

 

If the term inclusive becomes adopted broadly, Velez hopes it makes marketing to diverse audiences a larger part of brands’ efforts. Since Vevo’s Inclusive practice launched six years ago, previously under the term of multicultural marketing, it has grown by double digits each year, Velez said.

 

But there are still some marketers that “hesitate to speak to a new audience that they haven’t spoken to before and coming off as inauthentic and possibly upsetting them to the point where that segment of the population will reject that brand,” Velez said. 

 

Beatriz Rojas, the head of brand advertising at healthcare company Kaiser Permanente, said she and the company adopted the phrase inclusive marketing six years ago. She said the phrase is broader and fits better with the company’s mission to provide healthcare to all types of people.

 

“We want to make sure that every deliverable we do is really appropriate and effectively connecting with our diverse audiences,” Rojas said.

 

Agencies such as Alma, which has its roots in Latin culture, interchangeably work on different types of accounts. “We don’t like to label ourselves,” said Isaac Mizrahi, CEO of Alma and author of the book “Hispanic Market Power.”

 

“With the Latino population at the threshold of crossing 20% of the population, or a much higher percentage of millennials and Gen Z consumers, you don’t have to pick sides, you can be both a great agency and a great multicultural agency,” he added.

 

Culture versus pop culture

 

These younger audiences are now more culturally diverse in how they identify themselves and the types of content they consume, making multicultural expertise more necessary for brands and agencies.

 

For example, Peso Pluma, a regional Mexican music artist, is one of the hottest artists right now and was YouTube’s most-viewed artist in 2023 over big names such as Drake and Taylor Swift. Pluma’s popularity speaks to how multicultural is ingrained in culture; to be sure, this is not a new premise, with hip-hop influencing advertising since the 90s.  

 

Moreover, Gen Zers are more openly diverse in their sexual orientations.

 

recent report found that 28% of Gen Z adults in the United States identify as lesbian, gay, bisexual, transgender or queer. That compares to 16% of millennials and 7% of baby boomers who identify as LGBTQ+, according to the same report.

 

As a result, some brands are broadening the multicultural term and embracing the term “culture” instead to fit their specific target goals. Over the last several years, the term culture has significantly grown as a way to describe assignments, positions and business units within agencies and brands.

 

TBWA opened a cultural intelligence unit in 2016 called Backslash, which is focused on reporting on industry trends. And in 2019, The Martin Agency set up the Cultural Impact Lab, which is centered around brand activations, PR, talent sourcing for projects and other topics. These remits and practices can often straddle the line between pop culture, subculture and at times multicultural work.

 

There’s also been a move for brands to hire so-called culture agencies. Chipotle works with influencer and social agency Day One as its “culture agency,” while Patrón and Taco Bell have assigned MTW agency and Cashmere, respectively, to culture agency of record remits. (MTW connected Patrón with Becky G for a campaign created by M Booth last summer.)

 

But all three agencies are different: Day One specializes in influencer and social marketing while Cashmere and MTW have roots in multicultural marketing. This raises the question of which types of agencies should be charged with leading marketing around culture.

 

Understanding subcultures

 

McDonald’s is an example of a mass-market brand that has been successful in understanding different subcultures—in February, the burger chain introduced its own anime. It has long used marketing that hits on different cultures, while also resonating with a mainstream audience.

 

Much of that work has been done by Wieden+Kennedy, but the chain also works with agencies that specialize in reaching market segments—such as IW Group for Asian Americans and Pacific Islanders marketing, Alma for Latino marketing and Walton Isaacson for African American and LGBTQ+-focused campaigns.

 

Similarly, Hyundai Motor America has separate agencies of record for marketing to Asian, African American and Hispanic audiences. Last week, the automaker’s African American agency of record Culture Brands launched a new campaign called “The Drop.” 

 

Daniel Maynez, a manager of multicultural marketing at Hyundai Motor America, said the automaker’s multicultural marketing encompasses African American, Asian and Hispanic marketing efforts. How “multicultural” is defined depends on how each organization defines it, he said.

 

“That’s not to say that we don’t have additional efforts that support diversity, equity, and inclusion, LGBTQIA+, or other ethnic and culturally diverse groups,” Maynez said. “It just means something different to everyone.”

 

Team Epiphany, which was acquired by Stagwell in January, calls itself a culture-first agency because of its diverse staff and ability to connect brands to different communities, co-founder Coltrane Curtis said.

 

“The agency also specializes in decoding culture—not only understanding what’s trending, but where those trends are coming from, why they are trending and forecasting where they will go in the future,” Curtis said. “This leads to a term that we use called ‘aspirational multiculturalism’ that meets your target consumers and communities where they would like to be and what they are working towards. It takes into consideration their hopes for family, friends and community versus leaning in on traditional, outdated or stereotypical beliefs about the target.”

 

Not just anyone can be an expert on specific cultural segments, according to Aaron Walton, CEO of Walton Isaacson, which works with clients such as McDonald’s, American Airlines and Lexus. “You can’t just create a title, create a department and not have the history, the passion or the depth of understanding for that particular culture,” Walton said.

 

After working with American Airlines as its multicultural agency, Walton Isaacson was brought on as the carrier’s creative AOR in 2022 and launched its first spot for the brand the following year. The spot featured diverse travelers utilizing the airline’s different services.

 

“Whether it’s segment-specific work or a broader work order, the segments are included in the broader work,” Walton said. “Whether it’s American Airlines or whomever we’re working with, we make sure we are accurately reflecting a culture and not playing into stereotypes or a perceived understanding of who they are based on a notion that people that aren’t in the segment have about the segment.”

 

Jason Campbell, chief creative officer of Translation, said in a February interview that the word “culture” is being “co-opted” in the industry. “Most of the people using the word don’t know what the word means or are mistaking popular culture for culture,” Campbell said.

 

Steve Stoute, who founded Translation 20 years ago, recently told Ad Age it was initially hard to sell the idea of creating work through a cultural lens because it was considered niche.

 

“Whether it was culture or diversity, those topics back then meant nothing, and now they mean everything,” Stoute said. He added that many agencies now lie about their cultural expertise.

 

Joe Anthony, the founder and CEO of Hero Media and the Hero Collective, called what is happening in the industry “cultural appropriation in the absence of cultural fluency.”

 

If you don’t have people of color being empowered through budgets and C-suite positions to influence the work a brand does, the work won’t be “authentic,” Walton added.

 

“You can’t have cultural insights without it being underpinned by Black and brown insights, because Black and brown culture drives popular culture,” Anthony said. “The problem right now is that culture is becoming the new “Total Market.”

 

“Total market” refers to a phenomenon in which the industry shifted from targeting particular multicultural segments to strategies that appeal to a multicultural nation.

 

“‘Total market’ was like the dark days of multicultural,” Velez said. “The promise of ‘total market’ had very good intentions; it’s actually where we kind of are today. But it was hijacked by the general market to mean that you don’t need to focus on these diverse audiences because the bigger sort of traditional linear general market networks can reach them in this passive way. It took the multicultural marketplace a few steps back, decreased the investments and multicultural experts were no longer being contracted to do some of the work.”

 

Pop culture and culture are very different things, and pop culture is often used to appropriate culture, according to Anthony.

 

“Culture is the contribution that a collection of people make to society based upon their traditions, their backgrounds, etc., and if you don’t understand the origins of people and how they self-identify and why and how they create the cultural offerings to society and the reasons behind it, you’re always just going to be chasing trends and calling that culture marketing,” Anthony said.

 

“Access to these people determines who gets to be the purveyors of culture, and because I’m a small agency, I don’t have access to the CMOs of XYZ, I can’t counterbalance or counteract the cultural BS that somebody else is feeding to this person,” he added.

 

Dove and Beats by Dre. are among the brands that have launched campaigns with a clear “cultural point of view,” according to Anthony.

 

“Dove doesn’t sell soap, they sell self-confidence. That’s their cultural currency,” Anthony said. “They want to add value to women’s lives by changing a cultural standard that has perpetuated the way that women feel, which then makes women feel good about themselves,” he said.

 

“If you’re not utilizing your campaign, to invest in a cultural point of view that adds value to society in some material way, then you’re not doing cultural marketing,” Anthony added. “You’re creating cultural campaigns that leverage people with other cultural equity that you’re trying to attach yourself to.”

 

Measuring influence

 

While many industry leaders don’t agree on whether or not the term multicultural should change, most agree it has less to do with the terminology and more about the intent of marketing to diverse audiences.

 

IW’s Song said marketing should evolve to where it should be measured by influence rather than ethnicity or size of a population.

 

“I’m not married to the word,” Walton said. “What I’m committed to is getting marketers and the advertising industry to value the art and science of marketing to specific cultural segments, using specific cultural insights and getting the budgets to align with the power of these consumer segments.”

 

“If the word ‘multicultural marketing’ goes completely away, I and many of us, fear that it would leave the consciousness of marketers,” said Dávila, who helped coin the term and has worked at companies such as Coca-Cola Co., Sears Roebuck & Co. and Walt Disney. “It’s less about the appropriateness of the word to describe consumers; it’s more about the internal corporate meaning that it has.”

 

Anthony said he’s an advocate of keeping the term multicultural.

 

“There’s still the need to drill down and talk to specific sub-segments of the community, certain communities that need to be celebrated, acknowledged, called out in ways that make them feel unique and acknowledged within your targeting.”

 

Dávila said one issue is some marketers use multicultural as a one-size-fits-all term.

 

“Some companies might be only doing Hispanic [marketing] but then they still call it multicultural,” Dávila said. “When you have a multicultural marketing department, define it.”