Page 28 - The Case For Change

THE CASE FOR CHANGE 27

• Making the integration and prioritization of diversity universally accepted

• Gaining consistent support for Multicultural marketing

• Embedding Multicultural and Inclusive efforts into brand DNA

• Cementing industry-wide knowledge and understanding of Multicultural marketing

• Transitioning from effi ciency to effectiveness and value in the buying and planning, and
ultimate execution, of a Multicultural marketing campaign

This requires marketers to fundamentally transform the way they work across all stages of
the marketing process.

What should this entail?

• Industry alignment on how to defi ne “the diverse mainstream” that exists today

• Getting the right, quality insights for marketers to act on

• Measurement and reporting that are accurate and actionable

• Assuring that the pipeline of talent and Multicultural acumen persists

• A commitment to keeping the appropriate level of investment in diverse marketing

• Media and messaging that don’t fl ash and fi zzle but rather continue through steady
efforts

• Internal and external marketing models that match

CMO SPOTLIGHT
XIII. THE RISK TO

CORPORATE GROWTH

One company that has demonstrated prowess in understanding The Case for Change and
where consumer values sit is Walmart.

While there are quite a few examples of Walmart’s efforts in targeting Multicultural
consumers, the company received much praise for a 60-second spot that uses the