Over 60 percent of Hispanics and African Americans feel underrepresented in the media – magazines, websites, and advertising. Look for more inclusive approaches to marketing and content creation by developing authentic, diverse characters, plot lines, and representation. Including a multicultural voice in the development of content/marketing is crucial to getting things right.
Why Diversity & Inclusion matters…
Over 70 percent of Hispanics and African Americans believe stereotypes are the number one issue they have to deal with that their Caucasian counterparts do not. Multicultural consumers are very sensitive to how they’re portrayed through marketing and media and are quick to tell you which brands are most offensive. For organizations and the media, this issue of stereotypes is extremely important as it extends beyond day-to-day race relations. As hyper aware consumers, they are watching and ready to reject those brands that are perpetuating stereotypical portrayals.
BICULTURAL OR MULTICULTURAL
Over 60 percent of Hispanics and African Americans say they are either “bi-cultural” or ”multicultural” and over 80 percent feel it’s important for their generation to maintain their cultural values for future generations. It’s vital that organizations acknowledge this aspect of their identity and empower them to continue celebrating various parts of their cultures.