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?