Page 5 - Going for Growth: Targeting Today's Diverse Consumers

4 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

II. THE GROWTH

OPPORTUNITY MODEL

Today, marketing initiatives, whether they are targeted or not, are reaching a more diverse
consumer base than ever before. The question, however, is less a matter of reach than it

is of relevance. Anyone can count eyeballs, but
only those leveraging the power of cultural “While diversity in casting

insights can quantify the infl uence and impact is certainly important, it
of true consumer engagement. Strategies can doesn’t replace the need

no longer be built on the assumption that the for a refl ection of the cultural
“General Market,” historically dominated by values and priorities of

White Non-Hispanics, is a default target. For too diverse communities.”
long, marketers have failed to address diverse

audiences by failing to refl ect them in ways that
go far beyond casting. While diversity in casting is certainly important, it doesn’t replace the

need for a refl ection of the cultural values and priorities of diverse communities. Even in-
language efforts fall short when cultural insights are not applied. It is with this deep cultural

recognition that brands can establish meaning with consumers, and begin the relationship
and value-building needed to drive loyalty.

The de-prioritization of Multicultural segments is often an unintentional by-product of how the

C-suite approaches business planning. Diverse segment opportunities are often viewed as a
marketing tactic instead of as an integral part of the business planning process. The time for
segment-specifi c considerations to be brought to the table is when strategies are being set,

budgets allocated, and resources assigned.