To genuinely reflect and connect with multicultural consumers, brands need to lead by example and take meaningful action.
Factor 1. Every Brand Now Faces Three Moments of Truth with Multicultural America
When it comes to high likelihood that your next consumer is multicultural, ask yourself these questions.
Do you really understand this consumer? Do you understand her category-specific motivations, behaviors and needs? And finally, are you activating with culturally fluent brand equities that drive cross-over appeal?