6 ways to grow your business in a multicultural world
TRANSCRIPT
WAYS TO GROW YOUR BUSINESS IN A MULTICULTURAL
WORLD
6
Marc Pritchard, chief brand officer at Procter & Gamble, didn’t mince words in his keynote at the 2017 ANA Multicultural Marketing & Diversity Conference
in Miami Beach, Fla.: “If you’re not a multicultural marketer in the U.S., you have no chance [at success].” Need another hard dose of reality?
No single ethnic group will comprise more than half of the U.S. population by 2044. Boom! Yes, the marketplace is transforming right before our very eyes,
and standing pat is as good as a death sentence. For companies to grow and prosper, they need to not only think multicultural but create a culture that
values diversity and being a force for good. Here are six ways to go about it.
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TAKE A STAND
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Now is the time for brands to show
real courage by tackling issues affecting
consumers, such as racial inequality.
Aim high with your marketing and
advertising, get creative, and use
your voice to effect positive change.
“When leaders step up and talk about
tough issues, it gives others the emotional
safety to talk about and address bad
behavior,” P&G’s Pritchard says.
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VALUE DIVERSE VIEWS
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Making diversity a priority internally
and with agency partners is just good
business. “If we want to advance our
industry, we have to learn how to be
comfortable with people of difference,”
says Renetta McCann, chief talent officer
at Leo Burnett U.S. A well-defined and
measured diversity program brings
more life experiences to the table, a
greater flow of ideas, a broader set of
values, and more inspiring creative.
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HIRE DIVERSE TALENT
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Differing perspectives come from
having talent with diverse experiences
and backgrounds. Surround yourself
with brilliant people who will unify
around diversity initiatives and use
their unique skill sets to push
boundaries through great marketing.
“The best data is no substitute for
having a diverse group of people,”
says Diego Scotti, EVP and CMO at
Verizon Communications.
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GET THE CULTURE RIGHT
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“Great creative can’t be brought forward
without an inclusive culture,” says
Manoj Raghunandanan, VP of
marketing at Johnson & Johnson.
Creating such a culture takes a
commitment from the top, and it must
be open and authentic. Remember,
silence is a point of view. Allow people
the latitude to speak their minds in a
non-threatening way, as it will build
trust, lead to higher quality work,
and better business results.
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RETHINK OLD APPROACHES
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If you haven’t noticed, the country is
getting younger, in addition to being
more multicultural. “The new
mainstream isn’t coming — it’s already
here,” admits Philip Polk, VP of
multicultural strategy at Hallmark
Cards. Throw out the old rule book,
rethink conventional audience profiles,
consider all segments equal, and
ensure your internal and external
teams reflect your target consumers.
This is the new business imperative.
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OPEN YOUR HEART AND MIND
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For multicultural marketing to ring true,
it must accurately reflect the communi-
ties you serve and be delivered to
target groups in the most convenient
way. Use your scale and visibility to
share an optimistic and inclusive
picture of everyday life. “Replace fear
and misunderstanding with empathy
and inclusion,” says Tony Rogers,
CMO at Walmart Stores. By setting a
positive example, you can be an agent
of societal change.
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#ANAMulti
W E ’ V E G O T Y O U C O V E R E D W I T H T H E S E S E S S I O N R E C A P S :
Brand Building as a Force for Good and Growth
Partnering on Diversity Drives Greatness
Driving Diversity to Deliver on the Promise of the Digital World
Walmart’s Way to Equality in Marketing: Our People, Partners, and Programs
WANT MORE FROM THE 2017 ANA MULTICULTURAL MARKETING & DIVERSITY CONFERENCE?