Why “Multicultural” Is an Outdated Term in Advertising

One of the shortcomings of general audience buying in the United States is the tendency to under-communicate multicultural audience attention attached to it. This occurs when marketing efforts primarily focus on more dominant “mainstream” demographics without adequately considering the interests, preferences and needs of the many cultural groups that collectively comprise much of the general population. 

The reality is that multicultural audiences today represent a significant percentage of the general population of the United States. According to the latest U.S. Census numbers, nearly 20% of the country identify as Hispanic American, 14% identify as Black American and 6% see themselves as Asian and Pacific Islander American. 

So the question becomes, what does “general market marketing” even mean? 

Black Americans, Hispanics, Asian American and Pacific Islanders, LGBTQ+, people with disabilities — they’re all members of the modern mainstream. And that’s just the tip of the multicultural sphere. Once you click a layer deeper, there are a myriad of unique cultural identities within these audience groups. 

That’s why it has become imperative to lose the “multicultural” moniker in favor of “inclusive” when describing modern audiences and modern marketing. The former feels outdated and suggests diverse audiences are an add-on to general audience segments, whereas the latter appropriately reflects the reality that audiences encompassing the breadth of cultural identities are dominantly embedded in the general population. Put simply, these growing audiences aren’t a nice-to-have, they’re table stakes. 

By prioritizing inclusivity in audience buying strategies, brands can ensure they reach and engage all consumers effectively. Here are just a few reasons why such an approach to media buying matters … 

Recognition of evolving demographics: In today’s ever-changing societies, it’s crucial for businesses to acknowledge and recognize the various identities within their target audiences. Different demographic groups have distinct preferences, needs and cultural nuances that should be considered when developing marketing strategies. Failing to address these differences can lead to exclusion, misrepresentation or even alienation of certain segments of the audience.

Inadequate research and data: General audience buying may prioritize broad demographic metrics without delving deeper into the specific characteristics and behaviors of audiences. As a result, insufficient research and data collection related to cultural insights can hinder effective targeting and messaging for these various segments.

Language and communication barriers: Certain audiences may have unique language preferences and communication channels that differ from the mainstream. Neglecting these factors can result in poor communication and limited reach, missing out on valuable opportunities to engage these consumers effectively.

Improved relevance and resonance: By understanding and catering to the specific interests and cultural contexts of different audiences, companies can create content and messaging that genuinely resonates. An inclusive approach allows for the customization of marketing efforts, which is sure to result in greater relevance and engagement with all audiences.

Avoidance of cultural insensitivity, stereotypes and biases: General audience approaches to buying may rely on stereotypes or assumptions that can alienate or offend some communities, dinging brand reputation and inhibiting audience engagement. An inclusive approach emphasizes the need for accurate and nuanced representation, ensuring campaigns steer clear of offensive or harmful content and promote positive brand awareness among all types of communities.

Enhanced market share and growth opportunities: Neglecting any particular cultures or audiences can lead to missed opportunities for business growth. By actively targeting and engaging all audiences, companies can tap into new markets, expand their customer base and increase market share. Communities with strong cultural identities possess significant buying power, and by tailoring marketing efforts to their needs, companies can unlock revenue potential.

Simply put, it’s the right thing to do: As brands aim to make their grand marks on the U.S. population, it is abundantly clear an inclusive marketing approach to general market awareness is now de rigueur for capturing audiences in today’s attention economy. 

As a component of this trend, it’s important to realize that programming featuring a range of cultures is how one achieves authentic connections with specific communities. And that inclusive audience inventory is out there — it’s just up to marketers to take a calculated and wide-reaching approach to their media buys.

By doing so, not only can advertisers avoid cultural blind spots, they’ll have a higher likelihood of making their grandest impression possible. Because at the end of the day, inclusive marketing is just good business.

Rob Vélez is vice president of Inclusive Network Sales at Vevo.