Multiculturally Speaking: It's Only Natural
Many companies understand the various benefits of having a diverse marketing staff. According to the 2008 ANA Multicultural Marketing Survey, 45 percent of companies believe hiring and training a diverse workforce is important enough to make it part of their incentive plans for marketing managers and senior executives.
A prime example of sharing diversity both within the company as well as their customer base is Sears. Sears has staff members who share the ethnicity of their target group, which helps to make TV ads more authentic.
Sears is not the only diverse company, find out how Toyota, Coca-Cola North America, and Allstate Corporation are using diversity within their organizations.
