- Mario Torres
Beyond the Mother Tongue: Focusing on Roots and the Route to Diversity
For many people, the thought of forgetting their cultural roots and mother tongue is ridiculous, and preposterous. But for the younger generation, this has become a problem.
When consumer brands focus on catering to one type of culture, they forget about the importance of diversity. In the U.S., many brands focus on nuclear families that speak English, often forgetting that the country is a melting pot of different cultures.
Due to globalization, the English language has become a default language for commercials created by brands that have a presence in different countries.
However, what brands often fail to understand is that by using ethnic marketing to reach out to their consumers, they can create a strong presence in the global market.
The Problems Faced by Brands Today
In order to explore new markets, it’s important to understand their dynamics. This means cultural boundaries and stereotypes. It doesn’t mean your brand has to change the way it serves consumers, but it does mean challenging what others perceive as the ‘norm’.
Portraying gender-related issues with certain cultures has also become the norm in the world of marketing, and many brands fail to realize the importance of thoroughly researching before drafting their storyboard.
Developing a Multicultural Strategy
It has been predicted that by 2060, the number of minorities residing in the U.S. will increase by 56 percent. With the number of refugees seeking asylum in the U.S., it’s imperative to focus on offering services that are culturally diverse, and ethnically focused.
If you’re planning to create an effective marketing strategy for your brand, here are a few things to consider:
Focus on Language
From McDonald’s to Starbucks, several brands have successfully used this strategy to reach out to a wider, diverse audience. This is because it’s imperative to add value to your brand, rather than focus on the way it ‘looks’. By creating a diverse personality, these brands have successfully broken down the walls of stereotypical limits.
Of course, that doesn’t mean you have to shoot in an entirely different language. It, however, does mean that you focus on the importance of the cultural roots of the language and ethnicity.
A Diverse Marketing Team
One of the reasons why brands often fail to deliver when marketing to diverse audiences is because they don’t have a team that understands the core values of different cultures. It’s important to expand your marketing team in order to better understand the significance of the values of the cultures of different minorities.
It’s important not to focus on one type of strategy. Don’t limit the script of your commercial to one type of ethnicity. Implement diverse groups into one commercial, or focus on creating a series focused on different types of cultures.
You can even go with a Humans of New York-like strategy, interviewing different people and getting their opinions on matters. This will add a nice touch to your commercials and humanize your brand.
Remember that the digital world is an excellent platform to reach out to a more diverse audience. Use social media networks to communicate with multiple groups of people, and find out what they like.
But when it comes down to ethnic marketing, strategic planning is what can help your brand grow. At GoDiversity, we offer businesses the chance to connect with diverse consumers through online marketing, focused on Hispanic and Latino communities.
Get in touch with us today to learn more about our services!