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Diversity marketing refers to any marketing strategy that recognizes the differences
within the subgroups of a target market, including age, gender, disability, religion,
ethnicity, and sexual identity.
Multicultural marketing, more specifically, refers to a marketing strategy that
recognizes the differences in culture and ethnicities of a target market.
Now that you understand how important a multicultural marketing strategy is doesn’t
mean that it’s easy to create one and land among the best diversity ads out there. To
put it all in context, here are a few multicultural marketing examples from brands that
got their multicultural marketing campaigns right.
Successful inclusive marketing campaigns aim to break advertising norms by
highlighting people or groups that may be under-or misrepresented. Accurate
representation allows for your target consumers to feel seen, heard, and understood
— and enables them to trust your brand and personally identify with your products.
For each of the following campaigns, answer the following questions. All
questions must be answered to receive full credit.
1. Based on your own analysis, how did each brand get it right and how are
they targeting a multicultural audience?
2. What stands out to you the most?
3. What do you think the message is that each brand is trying to
disseminate?
4. Give an example of how each brand is catering to a multicultural market in
their ad.
