Presentation on theme: "Multiculturalism: Catching up With the Future of Marketing By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication, Florida State."— Presentation transcript:
Agenda The meaning of multiculturalism Demographic similarities and differences The multicultural marketing equation Media Exposure Technology Ownership Purchase Influencers Online Activities Attitudes Select cultural tendencies Insights for positioning
Multicultural? Am I multicultural? A passing trend? An eventual melting pot?
Multicultural Perspectives Multiple Identities Living Together… Or A New Identity Based on Diversity
Source: Armando Martin, XL Edge,
Multicultural Perspectives Those resulting from “mixed” marriages? According to the Current Population Survey 2008, 5,188,000 people in the US come from two or more races… less than 2% of the population Not very likely… just think about Hispanics… Mestizo is at the core of many heritages from Latin America… plus many probably do not declare multiple races Is being multicultural equivalent to multiracial?
Multicultural Perspectives One essential element that minorities in the United States share is their experience of “being different.” Not being from there or from here… “ni soy de aquí, ni soy de allá” The common experience of marginalization, and then emergence, shapes unique characteristics of the cultures that compose the multicultural marketplace The non-Hispanic White segment, used to being the “mainstream” is becoming marginalized and that creates a defensive reaction
Demographic Differences and Similarities Current Population Survey 2008
Age Average % Ages
Disability/Health Problem Limiting Work
Educational Attainment No High-School Diploma Bachelor’s or Higher
Average Family Income in 2007
Buying Power Source: Selig Center, University of Georgia, 2007
Sharing I always try to buy things I can share with my spouse/partner
Assorted Specific Tendencies
African Americans Wish: That companies and marketers build relationships To be seen more than low-income individuals To purchase products that are in accordance with their value system Spirituality Strong group cohesiveness To see advertising that relates to their lifestyle.
African Americans: Value respect Tend to feel that brands ensure quality and predictability Emphasis on community Resent a low-income stereotype “A shared complexion does not equal a shared culture”
Asian Americans Confucianism- System of Subordination of the son to the father, younger to the elder, wife to the husband, and subject to the throne High emphasis is placed on elderly people Strict conservatism which makes the adoption of innovations a slow process Less likely to use novelty products Brand-Consciousness Prefer buying Asian goods and high quality products Preference for well-known companies and brands Not as comfortable being identified as individuals Products should emphasize benefits to many family members in different generations instead of one person Tend to identify with country of origin Term “Asian American” may not be accepted
Asian Americans Brand-Consciousness Prefer buying Asian goods and high quality products Preference for well-known companies and brands Not as comfortable being identified as individuals Products should emphasize benefits to many family members in different generations instead of one person Tend to identify with country of origin Term “Asian American” may not be accepted Money management is important Emphasize value of products Special promotions might encourage purchases Highest use of credit cards and financial services than any other group Sophisticated consumers
Hispanics Acculturation makes a difference Country of origin “orgullo” Objective culture and Subjective culture Culture Identification
Hispanics Word of mouth Older family members rely on younger members to inform Very brand loyal Low income, high purchase rate in specific categories Present oriented… fatalism
Hispanics Segmentation increasingly complicated by language proficiency and family composition Media choices are more complex Bilingual marketing Speak to the culture Careful with translations
What should be done next Do qualitative research to understand how to connect with different cultural groups regarding the meaning of: Divorce Accidents Home purchases Contracts Immigration Conflict Litigation vs. mediation, etc.