Procter & Gamble’s four steps for enhanced multicultural marketing

Geoffrey Precourt and Stephen Whiteside

Procter & Gamble, the fast-moving consumer goods manufacturer, is seeking to make sure that all of its marketing is imbued with deep multicultural insights.

For Procter & Gamble – the owner of blue-chip products like Tide detergent, Pampers diapers and Gillette razors – multicultural is every bit as much an economic issue as it is a social imperative.

Such a philosophy makes considerable sense “when you consider the demographic and spending power growth projections of multicultural consumers,” Marc Pritchard, P&G’s chief brand officer, said at the Association of National Advertisers’ (ANA) 2019 Multicultural Marketing & Diversity Conference in San Diego, California.

“The size of the prize is big – up to $1 billion in extra sales just by achieving market shares equal...

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