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Feb232013

Marketing strategies must adjust to today’s cultural paradigm shift or fail

Have you ever had to fill out questionnaire that asks for personal information, but only allows you to answer the questions part way? For example:

Are you…

  • Male or 31-40 years old?
  • Married or self-employed?
  • A Veteran or Hispanic?

These types of questions wouldn’t make sense because its obvious that just because you are married for example, doesn’t mean that you can’t be self-employed. But that happens today when marketers look at diverse communities – Latinos, Asians, Arab Americans, etc. Questions like, “Are you Hispanic or Caucasian?” and “Are you Latino or American?” are not uncommon.

These types of questions, stem from an increasingly outdated mode of understanding how to segment US audiences; a way that is less and less strategic in today’s new society.

 

The new cultural paradigm

The new cultural paradigm

Two years ago, we noted on our blog: 

Advertisers need to understand when it’s important to dial up particular cultural nuances in messaging for audiences, and when they should dial them down. We need to study how the remixing of cultures, races and ethnicities impacts how messages resonate, or not, with diverse re-mixed audiences.”

A study that is out this month by multicultural agency LatinWorks and research firm EthniFacts notes that nearly 9 in 10 Latinos feel equally American and Latino. They don’t see themselves transitioning from one culture to the other; instead they have synthesized both.

This cultural paradigm shift is a huge opportunity for marketers – understanding how Latinos and other diverse groups see themselves is key to effectively segmenting communities and developing marketing strategies that connect with them in a sustainable way. 

Millennials make up approximately 80 million people in the US - 4 million more than Baby Boomers who were previously the largest generational group.  And of any generational group, Millennials are the most ethnically diverse according to Red Tree Leadership and Development, with Latinos accounting for more than 80% of the growth among 18-29 year-olds over the next few years.

The study, “Plus+ Identity: Shifting Paradigms and the Future of Latino Culture in the U.S.,” points to the evolution happening in the U.S., where more people are “[synthesizing] something new out of different ideas and cultures to form his identity.”

The report explains that in “this age of transculturation, people’s psyches can no longer be defined according to static segmentation models because their identity is multifaceted, fluid and situational.” 

 

3 marketing strategy tips for a changing cultural paradigm 

So what’s a marketer to do? Here are 3 suggestions for developing marketing strategies that account for the changing cultural paradigm:

  • Stop using the old general market mentality: Latinos, Asians, African Americans and other culturally diverse groups now make up a greater percentage of the "general market" than ever before. Their percentages are increasing and what's different now is that many don't just see themselves as a siloed demographic - many see themselves as a mix. Ensure that your strategy is not one-dimensional, separating groups by ethnicity/race alone. Otherwise you make likely continue marketing to a shrinking population (think of the criticism given to the Republican party during the 2012 Presidential election regarding their focus on the non-Hispanic White vote).
  • Get out and listen: Put resources behind research to understand these cultural shifts as they pertain to your brand. Include ethnographies and surveys, but go further. Use social media listening tools. Be willing to test your audience segment hypothesis and push your level of understanding so you can generate actionable insights about the communities that matter to your brand today, and in the future. 
  • Partner/Collaborate: Use the concept of Collective Impact in marketing. Collective Impact is the commitment of a group of actors from different sectors to a common agenda for solving a complex social opportunity. But this concept can be applied to what you do by working together and sharing ideas, data, failures and more. The Latinum Network is a great example of an organization that does just this – pulling companies together to “collaborate to more effectively address critical shared needs.” By collaborating we are more likely to create sustained value for both consumers and ourselves in this evolving cultural paradigm.

Let us know what you think.

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