The buying power of the U.S. Hispanic, African American, and Asian populations is projected to climb to $3 trillion by 2011, per the Selig Center for Economic Growth. From a strategic perspective, this is a major reason why integrating diversity marketing into a company’s business development plans is becoming more common among U.S. corporations.
For marketers, these demographic and cultural shifts represent tremendous new avenues of growth. Catering to groups who seek to reinforce their ethnic identities, businesses have either modified their products/marketing campaigns or created entirely new product lines – everything from grocery brands to greeting card lines.
When you create a diversity-based ad campaign, or set out to sell your products across borders, watch out for culturally inappropriate colors, symbols, and statements, and make sure you do your homework before assuming what works in your home country will translate in a new market.
Our December 2009 issue of Global Communicator looked at the global greeting card industry for examples of catering your brand messages across diverse cultures – within the United States and around the globe. Read the full article here.
