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Human beings are social by nature. No matter our background, we all crave connection. We build community around the things we hold in common, and we spend our lives surrounded by others whose company we enjoy and trust.
Getting these questions right is essential for marketers trying to authentically represent and resonate with multicultural consumer segments. Collage research confirms that community matters to pretty much everyone, but our data also reveals how community is experienced and expressed differently across cultural backgrounds.
In our 2020 Roundtable Study, we learned that multicultural Americans, especially Black and Hispanic consumers, want to see communities that look like their own represented in advertising.
In other words, people do indeed share and discuss what they like and don’t like about advertising within their community. The importance of this insight cannot be overstated, especially for Black and Hispanic consumers. These segments are far more likely to talk about your ads, even if their respective racial/ethnic background isn’t the focus of the advertisement at hand!
For most brands, the authentic representation of community and family offers pure upside: not only does it result in increased activation of the target group, it also resonates with other segments, who are drawn to the authentic representation of segments, even if not their own .
Read on for high-level takeaways and download the deck for more, including community profiles by race/ethnicity.
Hispanic consumers – especially within the Unacculturated Hispanic segment – have the strongest connection, with 76 percent feeling either “very” or “somewhat” connected to the broader Hispanic community. Asian consumers, on the other hand, feel a weaker connection to a broader Asian community, with only 58 percent feeling either “very” or “somewhat” connected. Given the important distinctions within the Asian segment based on country of origin, it makes sense that these consumers feel weaker affiliation with a sense of generalized Asian American identity.
While most Americans do ascribe to a religious tradition – with Christianity holding a plurality across racial/ethnic segments – only 1 in 5 adult consumers say they participate in a church group or other religious organization. The Hispanic segment, though, sees a higher rate of religious participation, at 25 percent. Black consumers are also more likely to have strong connections with their religious and spiritual communities, being most likely (19%) to turn to them for emotional support.
Most Americans – including white consumers – identify strongly with the places they live. But Hispanic, Black, and Asian consumers all feel stronger connections to their neighborhoods or towns/cities. It is therefore essential to emphasize the role local communities play in daily life when trying to reach and resonate with multicultural America.
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Understand & Embrace LGBTQ+ Terminology: A Pride Month Celebration
Authentically engaging and supporting the LGBTQ+ community is about more than saying the right word to refer to the right person, it’s about dignity and empathy.
Terminology is really a matter of respect: saying I see you, and I affirm your identity.
After attending this webinar, you will walk away with enhanced vocabulary and insights for cultural resonance beyond specific groups to Cultural Fluency across many. Happy Pride!