Companies are always faced with the constant desire to expand to different audiences. A relatively big market that is increasingly catching everyone’s attention is racial diversity. According to the U.S. Census Bureau, around 34% of the United States population is a minority and that number is expected to grow exponentially in the upcoming years.
Of all the ethnic groups, the Hispanic population is growing at the fastest rate and it has caught the attention of many industries. However, a lot of companies’ slogans and advertisements do not translate well and were not designed to reach a universal audience. So how are companies changing their brands to appeal to specific racial groups?
They turn to Multi-Cultural Agencies to do the job. Companies such as Dieste focus on creating nationwide Hispanic campaigns that are custom-made for that specific audience. Dieste has already worked with companies like AT&T, Frito-Lay, and Gillette in designing their new campaigns, which focus more on family values and attempt to utilize celebrities that are known in the Hispanic culture.
The real challenge now lies in not only attracting different ethnic groups, but also attracting individuals within these groups who may not consider themselves bound to just ethnic standards. What companies must realize is that within these diverse communities lies a complex network of different subgroups that need individualized attention to be targeted successfully. Factors such as age, socioeconomic status, and household differences all need to be accounted for when trying to attract as many customers as possible. As the culture of the United States continues to transform, companies must do the same if they wish to remain competitive in the market.