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Reflect the way real people really live. We all have something to learn from one
another, and the things worth sharing are worth celebrating. It is important to defer to
the experts and going above the veneer when making decisions about nuances,
insights, and imagery; otherwise the risk is to default to a stereotype.

RELATIONSHIP

The task is to truly understand multicultural markets, going beyond stereotypes and
”efficiencies" into real-life portrayals; then brands can successfully establish
relationships that are symbiotic. These relationships need to be marked by longevity
and loyalty. It is important that brands are responsible for investing in the culture of

their target, not to treat elements of custom and music like a mask or a trend that can
be discarded at will.

REPRESENTATION

To gain the trust of people who have not had their voices heard historically, consider
giving them a platform to speak. Sharing the microphone is the only way to come to
any kind of understanding of the way people truly live. Each individual is more than the
sum of his or her demographics, and every story has the potential - and the power - to
surprise and uplift

A LOOK AT THE FUTURE