How to Do Multicultural Marketing The Right Way
Hire a diverse multicultural marketing team.
If your brand truly wants to practice empathy, then your employees need to actually know what it’s like to be in your customers’ shoes. Otherwise, if you don’t have someone on your team who can contextualize your marketing campaign to a specific ethnicity or culture, your content might seem it was created with an ulterior motive.
So whichever minority group you target during your multicultural marketing campaign, just make sure someone on your team has the practical knowledge and life experience to vet it for accuracy.
Interview people from minority groups that aren’t represented on your multicultural marketing team.
If you’re not able to hire a person who can represent the minority group your multicultural marketing campaign targets, your next best option is to interview people who can. To do so, reach out to people in your network, social circle, or family and ask them some questions about the challenges they face as a minority.
Triple-check your multicultural marketing campaign's accuracy and authenticity.
There’s nothing worse than a self-serving marketing campaign masquerading as social justice (I’m looking at you Kendall Jenner). Even if you have the right intentions, poor execution can turn your campaign into an SNL Cheetos’ commercial.
So before you green light your multicultural marketing campaign, run the creative and distribution strategy by some colleagues or friends who represent the minority group your campaign is targeting and see if they can poke holes through it.
Acknowledging Diversity Matters More Than Ever Today
As an Asian American, Mulan, Jeremy Lin, and Jon Cho are my heroes because even though Asians are grossly underrepresented and misrepresented in pop culture, these three overcame that adversity and put themselves in a positive light, which greatly benefited the Asian American community.
With this in mind, if your multicultural marketing campaign can shed light on the challenges a minority group faces and highlight their benefit to society, you’ll not only grow the group’s loyalty for your brand, but you’ll also make them feel like they have a genuine, empathetic ally.
Originally published Apr 25, 2019 7:00:00 AM, updated April 26 2019