Why Your Brand Needs to Take Multicultural Marketing Seriously

What Is Multicultural Marketing And Expert Insights On How to Do It The Right Way

The world today is much different than when a lot of marketing strategies were created. We are now much more closer and connected than ever before. To be able to target and reach customers through impactful strategies, businesses must understand the nuances of multicultural marketing, its value, structure, and the proper channels to connect with their audience.

Growth marketers no longer expect a one-size-fits-all approach to achieve their marketing objectives. In the current age, cultural diversity has become prominent and while some brands have adapted their products, services and marketing, others haven’t. But optimizing brand strategies in this regard comes from first of all understanding what multicultural marketing is. 

What Is It Though?

According to Hubspot Multicultural marketing is devising and executing a marketing campaign that targets people of different ethnicities and cultures within a brand’s overarching audience.

We love to explain it as marketing that takes all cultural differences into account. It is researching, strategizing, advertising that ensures that ethnicities are targeted appropriately and represented correctly in an overarching marketing campaign.

Why Is Multicultural Marketing Important?

The UK is a prime example of a multicultural society, with ethnic minorities driving a significant portion of population growth. By understanding and embracing multicultural marketing, businesses can tap into this vast and growing market segment.

Multicultural marketing goes beyond simply translating messages. It’s about acknowledging and respecting cultural differences, like language, traditions, and values. Unlike traditional marketing, it recognizes that consumers process information differently based on their cultural background.

In the UK, studies show that multicultural audiences heavily rely on ethnic media channels. Advertising through these targeted channels can be highly effective in reaching these consumers. Additionally, multicultural consumers in the UK are brand loyal when they feel a genuine connection. Statistics show that 60% are more likely to buy a product or service advertised in their specific media.

We believe multicultural marketing is important because:

It Builds Brand Trust Loyalty:  Firstly, as societies become increasingly multicultural, marketing that ignores this trend misses a huge segment of the population. By acknowledging and respecting cultural differences, businesses can build trust and credibility with a wider audience.

It Shows Deeper connections Between Your Brand And Target Audiences:  Tailoring messages to specific cultures allows for more meaningful connections.  People respond better to advertising that reflects their experiences and values.

It Is Vital For Business Growth Efforts In 2024: Furthermore, multicultural marketing opens doors to new markets and revenue streams.  By understanding the preferences of diverse consumers, businesses can expand their reach and customer base.

Improves Brand image:  Embracing diversity makes a brand seem innovative, inclusive, and in touch with the modern world. This can lead to increased brand loyalty and positive word-of-mouth marketing.

Avoiding stereotypes:  Multicultural marketing avoids relying on stereotypes and instead focuses on genuine representation. This builds trust and avoids offending potential customers.

We at Intense Group take the following factors into consideration when creating our campaigns which have mostly brought us success.

Here’s a few quick Multicultural marketing for the UK facts you should know:

1. About 18% of people in the UK counted in the 2021 Census said they belonged to a Black, Asian, mixed or other ethnic group.
2. According to a YouGov  survey, 63% of Black, Asian and Minority Ethnic (BAME) consumers in the UK are more likely to trust brands that reflect their cultural background in advertising.
3. The Consumer Equality Equation Report by Gottabe! Ethnic reveals more than 5 in 6 people from Minority Ethnic groups purchase luxury goods compared to less than 4 in 6 White respondents.
4. 40% of London population are from ethnic communities
5. 1/3 of businesses in London alone are owned and run by ethnic groups
6. Over 250 ethnic media channels exist across TV, radio, digital and print publications in the UK (Mediareach).

Multicultural Campaigns That Worked: Examples from the UK Market

For instance examples of successful multicultural marketing campaigns in the UK that showcase the power of genuine connection:

1. Sainsbury’s Diwali Campaign:

• Target Audience: British Indian community
• Strategy: Sainsbury’s, a major UK supermarket chain, created a campaign celebrating Diwali, the Indian Festival of Lights. Their ads featured diverse casting, traditional Indian sweets and decorations, and messages in Hindi alongside English.
• Success: The campaign resonated with the British Indian community, building brand trust and loyalty by acknowledging their cultural traditions.

2. Sport England’s This Girl Can Campaign:

• Target Audience: Women from diverse backgrounds
• Strategy: This campaign aimed to tackle the gender gap in sports participation among minority ethnic groups. The ads featured relatable women of different ethnicities and body types enjoying various sports.
• Success: “This Girl Can” challenged stereotypes and encouraged women from diverse backgrounds to get involved in sports, leading to a significant increase in female participation.

3. Barclay’s “This is How We Thrive” Campaign:

• Target Audience: Young people from diverse backgrounds
• Strategy: Barclays, a major bank, launched a campaign celebrating the entrepreneurial spirit of young people from various ethnicities. The campaign used relatable storytelling through social media and online platforms.
• Success: Barclays connected with young, diverse audiences by celebrating their aspirations and showcasing relatable success stories within their communities.

4. IKEA’s “Let’s Celebrate Every Home” Campaign:

• Target Audience: Multicultural families in the UK
• Strategy: IKEA, a furniture giant, created a campaign focusing on the concept of “home” as having different meanings across cultures. Their ads featured diverse families and living arrangements, showcasing how IKEA furniture could adapt to various lifestyles.
• Success: The campaign resonated with multicultural families by acknowledging the diversity of home life and offering solutions that cater to different needs.

We’re experts in engaging the multicultural community! With more than half a decade of influencing brand adoption in Africa, Intense Group has the expertise to craft impactful multicultural marketing campaigns that resonate with the UK’s vibrant cultural landscape. We’ll help you build trust, foster connections, and ultimately drive results. We’d love to hear from you.  Contact us today to unlock the power of multicultural marketing for your brand.