Page 18 - Going for Growth: Targeting Today's Diverse Consumers

GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER 17

As you evaluate your brand’s specifi c structural and resource profi le, asking a few key
questions can prompt a greater awareness of which path or paths to take:

• What is the cultural acumen of your team? How might it need to be improved
and/or augmented?

• Do you have culturally specialized resources in-house? Are they empowered
decision-makers? Are they working alongside team members who both
understand the value of cultural expertise and are equipped to tap into it?

• Are outside marketing partners on your team able to help tackle growth
opportunities?

• How many executives do you have in your marketing department who have
experience working with Multicultural and Inclusive segments? How many of
these are responsible and/or accountable for these efforts?