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The changing multicultural marketing landscape
Within the USA, 2020 was a turning point in terms of attitudes toward race, racism and social justice, particularly among whites. After a horrified nation, indeed world, watched the brutal murder of George Floyd at the hands of police officers, and the growing support extended to the Black Lives Matter movement, Americans began to look toward their brands to take on systemic racism and promote the wellbeing of people of colour, as well as the LGBTQ and gender non-binary communities. As companies’ diversity, equity and inclusion initiatives become increasingly visible and important to customers, as well as employees, the business of multicultural marketing is likely to change. This paper examines the evolution of the multicultural marketing industry over the past 25 years, where it is in 2021, and the direction it is likely to go, given an increasing focus on racial equality amid stark attitudinal divisions.
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David R. Morse is President and CEO of the multicultural market research firm, New American Dimensions. He is also an adjunct professor of market research and history at UCLA, Grand Canyon University and Ottawa University. Morse is author of three books, ‘Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation’, ‘Kissinger and the Yom Kippur War’, and most recently, ‘An American Legacy: Racism, Nativism, and White Supremacy’. He holds a master of international management degree from the Thunderbird School of Global Management, where he specialised in Latin American consumer marketing. He also has a master’s degree in history from California State University, Los Angeles.
CitationMorse, David R. (2021, November 1). The changing multicultural marketing landscape. In the Journal of Cultural Marketing Strategy, Volume 6, Issue 1.