The Voting Booth for Multicultural Consumers is at the Checkout Counter

December 4, 2012

By Bill Duggan, Group EVP, ANA

Attendees of the recent ANA Multicultural Marketing & Diversity Conference learned some terrific things.

  • “A company definitely needs an executive champion.” “Blunt action from the top of the organization is often required to drive multicultural marketing.”  That from Fred Diaz, Chrysler and Brad Davidson, Kellogg, respectively.
  •  “The United States is the most demographically diverse nation on the planet,” per Burrell’s Fay Ferguson.
  • “100% of growth in retail and for Walmart will come from multicultural customers,” from Tony Rogers and Greg Warren.
  •  “Hispanic media has a higher ROI than traditional consumer media– 2-3x in some cases,” said Maureen Brekka of Brown-Forman.

One brand that could have benefited from attendance at the conference is the Republican Party.  President Obama enjoyed strong support from multicultural voters – 71% of the Hispanic vote, 93% of the Black vote, 73% of the Asian vote, 76% of the LGBT vote.  The Democratic Party was aggressive in courting multicultural voters and that helped win the election.  The Republicans paid the price by not doing so.  Amazingly, there are still many brands that are ignoring – or at least short changing – the multicultural opportunity.  Like the Republican Party, those brands should be prepared to lose in the voting booth – in this case, the checkout counter – by not fully embracing the multicultural opportunity.

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