© 2016 DMI

2014 ANA Multicultural Marketing & Diversity Conference presented by iHeartMedia

Host: Gilbert Dávila, Chair, ANA Multicultural Marketing & Diversity Committee

ANA Multicultural Marketing & Diversity CommitteeThe face, heart and soul of America are changing and with it the way marketers connect with customers.  The “minority” has become the “majority” as more than half the babies born in the U.S. are now in African-American, Asian-American, Hispanic, and racially mixed households.

While many marketers still target individual multicultural segments, total market is the hot new buzz in the industry.  There is a growing group of companies using a more holistic marketing approach and incorporating ethnic insights into their overall communications, doing so from strategy through execution.  Some companies have even disbanded internal multicultural marketing teams and embedded that expertise and sensitivity throughout the entire marketing organization.

Millennial consumers are very attractive to marketers and millennials are disproportionally multicultural.  And multicultural consumers over index on digital, social, and mobile media usage.  These are the trendsetters and influencers.

Meanwhile the definition of multicultural and diversity marketing has greatly expanded.  LGBT consumers represent huge opportunities for many marketers.  Stereotypes continue to be broken down as in the past year alone gay marriage became legal in many states and even professional athletes have proudly “come out.”  Marketing to persons with disabilities is also on the rise.

Opportunities clearly abound, yet there are challenges as well.  Total market is not a “cure-all” and, in fact, also has its detractors.  While some multicultural agencies are doing well, others are fighting for survival as general market agencies make inroads in marketing to a more diverse America.  And the great hope of digital is threatened by fraud, piracy and viewability issues.

The ANA Multicultural Marketing & Diversity Conference has become the annual “go to” event to discuss and debate these issues and to also network and celebrate!   Please join the leaders in the industry at the Fontainebleau Miami Beach in November for the 16th annual ANA Multicultural Marketing & Diversity Conference.

The hashtag for this event is: #ANAMulti.

Download the ANA Event Guide at e.ana.net.

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