Top Takeaways: Building Real Relationships with Multicultural Consumers

In today’s marketplace, commitment to multicultural audiences is essential for brands striving for long-term growth.

In our latest Emerge Smarter Webinar, “Commitment Over Campaigns: How to Build Real Relationships with Multicultural Consumers,” we brought together two experts, Edwige Winans, Research Director, Multicultural Insights at Marcus Thomas, and Venice Haynes, MSPH, Senior Director of Research and Community Engagement at United States of Care, along with Jorge Martínez-Bonilla, SVP of our multicultural research practice, CultureBeat, for a candid discussion about why it’s important for brands to continue marketing to multicultural consumers.

Here are five key insights that came out of their discussion:

1. The Business Case for Diversity and Inclusion: Diverse and multicultural audiences represent a significant growth opportunity. The past decade has shown that these populations drive population growth and consumer spending. Brands that overlook these audiences risk missing out on substantial market potential.
2. Commitment Beyond Representation: True engagement with multicultural consumers requires more than superficial representation. Brands need to go beyond simply placing diverse faces in ads and focus on understanding and authentically representing these audiences’ unique cultural contexts, values, and experiences.
3. Trust Is Built Through Long-Term Investment: Short-term campaigns do not create lasting connections. Brands need to continuously invest in multicultural communities at a local level, demonstrating authenticity and commitment. This investment fosters trust and resonates deeply with consumers, especially younger audiences who value transparency and sincerity.
4. Legal and Social Backdrop Influences Brand Perception: With the rollback of DEI initiatives in some sectors, consumers pay close attention to brands’ actions. Companies must navigate these challenges thoughtfully, as legal, economic, social, and political factors can impact both their strategies and consumer trust.
5. Holistic and Inclusive Mindset: Engaging with multicultural audiences requires a shift to an inclusive mindset across all areas of an organization. From product development to marketing strategies, every part of the brand’s approach should reflect a commitment to understanding and addressing the needs of diverse groups.

Final Thought:

Brands that commit to multicultural consumers for the long haul—through genuine engagement, local investment, and thoughtful representation—position themselves for sustained success in an ethnically diverse world and marketplace. Authenticity, empathy, and persistence are essential for building the trust and loyalty of these critical audiences.