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3.9.2011 | Richard Bumgarner

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Multicultural marketing is no longer niche-marketing. For brand success, the new emerging ethnic reality requires that marketers no longer look at ethnic segments as minorities, or anything minor at all. In fact, the entirety of minority groups in the United States will soon become the majority—a “minority-majority.” To further illustrate the changing nature of this minority-majority, we can look at a few simple but fascinating facts:

• Currently, four states have “minority-majority” status: California, New Mexico, Texas, and Hawaii
• Several states sit on the tipping point, including Maryland, Georgia, Nevada, Arizona, New York and Mississippi—meaning that the current population of non-Hispanic white residents in these states is less than 60%
• By 2050, the U.S. African-American population is projected to increase from 41.1 to 65.7 million, and the U.S. Asian population is expected to increase from 15.5 to 40.6 million
• Additionally, by 2023, more than half of all children will be non-whites, and 132 million Latinos will live in the U.S., representing 30% of the nation’s population

View: Interactive 2010 Census Data

The implications of this change are significant, calling for a deliberate marketing shift—one that embraces the multicultural interests of consumer groups too numerous to overlook. Businesses that recognize the total market, and plan accordingly, will be in the best positions to succeed.

Cultural relevance is a key factor in achieving measurable results. To be successful, new campaign strategies have to speak to the unique experiences of Latinos, Asians, and African-Americans in the U.S. Plus, establishing “brand fluency” with multicultural consumers requires an understanding of how they experience your brand in terms of perception, differentiation, and relevance, in combination with key cultural insights.

Taking these factors into consideration can help you develop effective value propositions that can, in turn, serve to create fluency with your audience and drive meaningful business results.

How does your business speak multicultural?