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Culturally relevant marketing: Conceptualising a critical pedagogical approach to multicultural marketing strategy
In this era of unprecedented political shifts, the global health pandemic, and social justice awakenings, marketing strategists who look to develop effective marketing strategies must be able to navigate an evolving socio-political landscape and the needs of an increasingly diverse population and marketplace. To meet these needs, this paper proposes a new framework: the culturally relevant marketing strategy. For theorists, pragmatists and practitioners operating in this space, culturally relevant marketing offers important features and benefits. Taking cues from education pedagogy, this hybrid approach integrates traditional marketing strategy with multi-dimensional consumer research, discourse, critical interpretation, and analysis, to facilitate meaningful outcomes. It does this by providing the tools needed to overcome cultural blind spots and social justice tone-deafness in strategic development. This paper considers the market factors at play to present a grounding overview, including what distinguishes it from other branded theories, in order to conceptualise a go-to multicultural marketing strategy approach for right now.
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Valerie L. Williams-Sanchez is a multicultural marketing consultant with more than 25 years of experience in marketing and communications. Her scholarly work is grounded in culturally relevant pedagogy and its application in new frontiers and industries. Her research and writings focus on culturally relevant content, including empathy, multimodal learning, and access, equity and inclusion. Valerie has a PhD from St. John’s University, a master of science degree from Columbia University, and a bachelor of arts degree from the University of California, Berkeley. She has also studied Spanish language and cultural history at the Universidad de Salamanca.
CitationWilliams-Sanchez, Valerie L. (2021, November 1). Culturally relevant marketing: Conceptualising a critical pedagogical approach to multicultural marketing strategy. In the Journal of Cultural Marketing Strategy, Volume 6, Issue 1.