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Invite colleaguesDiversity is good business: Transforming business and marketing practices for growth
Abstract
A major demographic shift has occurred in the United States, and by the mid-2040s, the country will be majority–minority. Younger, more diverse consumers are shaping today’s culture, trends and consumer values. They are an integral part of the US economy with significant and rapidly increasing buying power serving as a growth engine for many industries. Multicultural consumers represent nearly US$4tn in buying power, which is greater than the fourth largest economy in the world. By 2030, they will represent more than half of the adults in the United States. These shifts require brands to evolve their strategies in order to stay relevant in the lives of these consumers and realise the growth they present. Today many brands are still missing this opportunity because they have not adapted their business and marketing strategies to reflect the new reality of a more diverse marketplace. As a result, they face the risks that come with inaction. Addressing the needs of and investing in diverse consumers can pay dividends for a brand but require inward reflection and more inclusive and integrated business practices. This paper analyses five strategic imperatives that can fuel a brand’s ability to make material progress: 1) sizing and clarifying the business opportunity; 2) investing in quality diverse insights, data and measurement; 3) investing for long-term growth; 4) expanding diversity in marketing and 5) educating your organisation.
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Author's Biography
Nydia Sahagun is Senior Vice President of segment marketing for Wells Fargo Corporation. Nydia’s career as a leading and award-winning national marketer spans nearly 20 years and includes work at top US retail and financial services brands. At Wells Fargo, Nydia oversees the development of enterprise segment strategies to deliver products, services and experiences that meet the needs of the rapidly growing diverse marketplace. Her leadership role within the company and unique lens into culture are helping shape a more a customer-centric approach to marketing. Armed with intimate knowledge ranging from media and agency to Consumer Packaged Goods (CPG) and retail, Nydia taps into cultural insights to succeed with diverse consumers and drive overall business performance. As a leader in the marketing industry and an active member of the Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM), Nydia has been quoted extensively in outlets such as Minnesota Public Radio, Advertising Age and Portada to name a few, in addition to providing her expertise at nationally recognised industry conferences such as the ANA’s Masters of Marketing.