Multicultural Marketing

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.

Case Studies

Multicultural Positioning

A leading nonprofit sought to increase engagement with scientists of color in order to be more inclusive of a broader range of issues and perspectives.

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