Last Thursday, a letter appeared in AdWeek with a commitment to do better. This letter, in the form of an ad, appeared in USA Today on Friday and in The New York Times on Saturday. The letter and commitment is from the Association of National Advertisers (ANA) and its multicultural arm, the Alliance for Inclusive Multicultural Marketing (AIMM). Its members include CMOs at leading CPG companies in the U.S. and several American multicultural agencies.
Thursday, June 11, 2020
11:00 am – 12:00 pm EST
There have been lots of Surveys on consumer behaviour and attitudes during COVID-19, but none have taken into account the special voice of the Ethnic consumer. Ethnicity Matters Multicultural Marketing & Advertising recently completed a 900-person Research Survey to tap into the thoughts, feelings and buyer behaviour of this key segment.
They uncovered some amazing nuggets of information, where Ethnic consumers over-index in terms of opportunity. If you are a Consumer-Packaged Goods Company and you are thinking through where the revenue opportunities are post COVID-19 and beyond, join us and learn where these opportunities are by category. Also gain great insights into the Ethnic consumer and online shopping.
Partner & Co-Founder
I’m a Canadian-born son of an immigrant and Caucasian. I’m watching what is going on in the United States, like everyone else, in horror. Several years ago I founded a Multicultural Marketing Agency with a South Asian-Canadian partner, also the son of immigrant parents.
The Agency is called Ethnicity Matters. In my own Agency, I am the “visible minority”. We employ mostly ethnically diverse staff, new immigrants and International Students. We try to walk the talk.
My hypothesis has been that consumers, in general, won’t want to or possibly even be allowed to hop on any airplanes this summer. The article below from The Economist supports this. The Cabin fever by families will fuel the desire to escape as a family. The answer is hop in the car and explore local, i.e. Ontario.
Procter & Gamble is not, and has never been, a client of mine. I am, however, a fan of their U.S. CMO, Marc Pritchard. He’s a major advocate of multicultural marketing, because he believes that reaching out to ethnic consumers is an engine of growth for his company.
I heard him speak at the Association of National Advertisers (ANA) 2019 Multicultural Marketing Conference in San Diego in November. He illuminated three key principles worth noting:
The Conference Board of Canada’s latest analysis of Canada’s macro demographics tell us that one in four people are going to be 65 years or older in 2040. You marry that with the continuing low Canadian birth rate, and it’s a formula for economic disaster. If we want to maintain Canada’s famous social infrastructure, and enjoy the life that we have, there are no options. We simply need more people.