When you speak to the one as the many, do they take the action you expect?
A diverse marketplace is becoming the norm as both globalization and cultural merging increase. For the first time, more than 50% of babies are born to minorities as defined by the U.S Census.
We help clients develop, understand and implement multicultural marketing strategies to improve business—from strategy creation through implementation. By leveraging social and cultural anthropology, as well as techniques to probe responses at the emotional level, we learn the why and how of affecting desired customer behavior. Frequently, our work involves customized marketing, positioning, branding, and messaging to motivate preference.
Our recommendations are consistent with our clients’ overall strategy and brand, but reflect important nuances that increase the brand’s relevance among targeted multicultural audiences. We believe that advertising should be inclusive, reflecting both shared and distinctive values.
The U.S. Marine Corps takes the Leap, supported by Breakthrough strategy.
Breakthrough identified insights to develop the commercial Leap for the U.S. Marine Corps, which was the anchor of a campaign called Real Talk. Watch the award-winning commercial.
Take AIM at the Market
Are you thinking of targeting everyone? Who is “everyone” to you? Are you limiting the power of your brand if you have only a single execution targeting “everyone?”
We know how to get clarity on the why of multicultural audience behavior. We advocate understanding the aspirations and motivations of consumers in the Addressable Inclusive Market (AIM). Our AIM approach aligns consumer marketing with the growth opportunities of the new multicultural total market. Starting from the premise that there are differences in behavior and motivations among multiculturals changes everything. The mindset of inclusiveness has enterprise-wide implications, from finance looking at the economics of the Addressable Inclusive Market, to human resources adding elements of cultural awareness to key job descriptions.
Learn more about multicultural marketing.
Growing into New Markets Starts with Cultural Understanding
Growth can introduce small businesses to customers whose cultural experiences, expectations, and priorities differ from those of their established audience. Effective multicultural marketing starts with understanding those differences, then using that insight to communicate with greater relevance, build trust, and develop stronger relationships in new markets.
Seeking Greater Diversity
You know you need more diversity if your business is going to become the organization you want to be. We have developed a deep understanding of cultural diversity.
Growth from the Multicultural Majority
Demographics changes have transformed the U.S and revealed a big opportunity. The addressable multicultural market has expanded to include all the minorities who are now the majority.
