Is Your Strategy Ready For The Minority Majority?
In May 2012 the US Census Bureau reported that for the first time in history Hispanic, black, Asian or other minority newborn children outpaced whites, ushering in the new American reality known as "The Minority Majority".
For many, the Bureau’s observation was little more than confirmation of a cultural shift building in the US for several decades. Without mistake, the infusion of minority cultures has made a vibrant and certain mark on TV, music, language, food and even names in this country.
Yet the digital strategies of countless (otherwise) forward-thinking companies fail to account for this new reality, limiting their ability to genuinely connect with contemporary American consumers. How does yours compare?
Through an inventive analysis of data we will construct the case for a break from traditional “general market” advertising, learn from some unfortunate missteps, and explore opportunities for improved marketing in today’s new America.
Additional Supporting Materials
- How have minority cultures impacted US society over the past several decades?
- Why is traditional "general market" advertising dead?
- What are some of the more egregious examples of "culturally-naive" marketing committed by companies?
- What does a sound "culturally-inclusive" digital strategy look like in contemporary America?
- What opportunities exist for firms to improve their digital marketing in today's new American reality?
- KEVIN HARTMAN, SVP, DIRECTOR OF CUSTOMER INTELLIGENCE, DRAFTFCB
KEVIN HARTMAN, SVP, DIRECTOR OF CUSTOMER INTELLIGENCE, DRAFTFCB
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