YANKELOVICH
As ethnic populations continue to grow in size, buying power and political influence, more and more marketers are beginning or increasing their multicultural marketing efforts. Nevertheless, some marketers worry that ethnic marketing may make Non-Hispanic White consumers feel alienated and ignored or that it will take dollars away from general marketing, resulting in a zero-sum gain (or worse). But this year’s Yankelovich Multicultural Marketing Study (MMS) found that many Non-Hispanic White consumers value multicultural marketing and outreach. This week’s MONITOR Minute looks at this segment of the Non-Hispanic White population and explores what makes them so valuable for any brand or company.
Multiculturalism: Beyond Tolerance and Expectation
Over the past few decades, openness to diversity has grown significantly among the general population, and many consumers expect marketers to mirror this openness. For some consumers, though, acceptance and inclusion are no longer enough. Some consumers are looking for brands to put themselves out on a limb to proactively support ethnic consumers and the issues that matter most to them—even when those issues are controversial in nature. The fact that this is the case among a significant portion of African-American and Hispanic consumers is of little surprise. What may be surprising is the fact that nearly half (47%) of Non-Hispanic White consumers also feel this way (see first sidebar). We view these Non-Hispanic White consumers as the more passionate subset of a larger group of Non-Hispanic White consumers for whom multicultural outreach and marketing have a neutral to positive effect on the way a brand or company is perceived. In effect, they are a crossover market that should be considered when undertaking any cost-benefit analysis of multicultural marketing programs—especially those that address new-product rollouts and/or socially responsible programs and messaging.
Responsible Consumers with a Trendsetter Mindset
Multicultural Outreach Allies have a strong desire to advance their principles, along with a greater interest—compared with other Non-Hispanic Whites—in new products, services and ideas. In addition to wanting brands to support ethnic consumers and communities, these consumers (like many ethnic consumers) prefer brands that tackle myriad social issues and concerns—from poverty and domestic violence to health awareness and the environment. In terms of a trendsetting mindset, 53% say, “I am usually one of the first people in my group of friends to accept new ideas or try new things,” and 40% say, “I like taking the risk of being one of the first people to try a new product or service” (compared to 40% and 28% of other Non-Hispanic White consumers, respectively). Of course, the flip side is that these consumers penalize those who act in ways that are not aligned with their values—over the course of the last year, one-third of this segment stopped buying from companies they felt had acted unethically.
Implications & Opportunities
Do not think of general marketing and multicultural marketing as an “either/or” choice. Remember that multicultural marketing is not desired or consumed only by multicultural consumers. Using general marketing and multicultural marketing in complementary ways across both mainstream and ethnic venues sends a strong message to all consumers that your company and brand(s) value multiculturalism. In terms of Multicultural Outreach Allies specifically, showcasing your multicultural efforts is a way to forge a deeper and longer-lasting relationship with a group of consumers who are eager to try new products and services.
Reevaluate placement of advertising developed “solely” for multicultural markets. In addition to gaining visibility among Non-Hispanic White Multicultural Outreach Allies, addressing cultural issues in general-market media (which many—if not most—ethnic consumers also consume) sends a message of true commitment to ethnic consumers. In other words, ignoring multicultural consumers and their concerns in your general consumer messaging —even if you are “speaking” to them in targeted media—shows a lack of authenticity and may lead ethnic consumers to conclude that your efforts are merely attempts to appeal to their hearts without making a deep commitment to their needs and their communities.
Integrate socially responsible behavior into every aspect of your business in general. Social responsibility and marketplace ethics are not a marketing platform or a selling proposition—they are a business fundamental and must be integrated into the fabric of an organization. And a large swath of the Non-Hispanic White population (including, but not limited to Multicultural Outreach Allies) values the same kinds of pro-social efforts as African-American and Hispanic consumers do. Identifying disconnects among marketing operations, socially responsible actions and your corporate vision and values is vital.
Bottom Line
While the main point of multicultural marketing is to generate a deep and genuine connection with ethnic consumers, marketers need to note the large portion of Non-Hispanic White consumers who are watching marketers’ willingness to stand up for, and invest in, ethnic communities. Multicultural marketing does not attract just a minority of the population; it actually attracts the majority. Marketers who support these Non-Hispanic Whites’ desire to shop responsibly and consciously will align themselves with a group of consumers who are hungry and yearning for the latest and greatest information, experiences and product innovation.
MONITOR Resources
Yankelovich Multicultural Marketing Study 2009 MONITOR Minute: “The Art of Inclusion,” 04.07.08 MONITOR Minute: “Meet the People,” 05.19.08 Yankelovich Y* Report: “Conscience at the Cash Register,” 2007
Sources
“Will the Recession Put Multicultural and General Market on a Level Playing Field?” AdAge.com, 04.20.09
“Don’t Bypass African Americans,” AdAge.com, 02.02.09
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