Page 4 - WhitePaper_MC&I Benchmark in Covid19 Era

I. CONTEXT/BACKGROUND

Background on Multicultural and Inclusive Marketing
To adequately understand how COVID-19 has affected Multicultural and Inclusive (MC&I)
marketing, it is important to understand what the MC&I marketing ecosystem was like prior to
2020.

PQ Media’s U.S. Multicultural Media Forecast 2019 in partnership with the Alliance for Inclusive
and Multicultural Marketing and the Association of National Advertisers, serves as a baseline
of the growing multicultural media markets in the U.S. According to this study, “multicultural
consumers comprise almost 40 percent of the total U.S. population, but multicultural media
investments draw only 5.2 percent of overall U.S. media spending” (PQ Media et al., 2019).

Overall, “the multicultural media market has become a crucial consumer segment for advertisers
and marketers to accelerate annual growth and increase overall U.S. market share… yet this
diverse consumer market accounts for a mere sliver of the total American media spending pie.”

With this understanding that multicultural segments have already been severely underprioritized,
we see that further deprioritizing these segments during the pandemic not only hurts consumers
but is also detrimental to marketers’ annual growth and market share.

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