Why it matters

Multicultural consumers will soon comprise the majority of the American population, meaning they are vital to driving future brand growth. Recognizing the commonalities and differences between various customer segments should be a core goal for marketers.

Takeaways

  • In-depth research and granular insights are required to determine the particular wants and needs of distinct consumer segments.
  • Shared values are important to consider in crafting messages, but an appreciation and recognition of differences is also significant.
  • Multicultural campaigns can achieve significant viral reach across the general market by tapping into meaningful truths.

Denny’s – a quick-service restaurant (QSR) chain with over 1,700 branches – has a truly multicultural customer base.

“Forty-seven percent of our guests are Caucasian,” John Dillon, Denny’s Corp. SVP/CMO, explained at the Association of National Advertisers’ (ANA) 2019 Multicultural Marketing & Diversity Conference.