Challenging corporate mental models in US multicultural marketing: A systems thinking perspective

Abstract

This paper examines the influence of mental models on organisational change and multicultural marketing. Despite a changing demography, recent studies indicate that US companies continue to silo multicultural marketing efforts, often delegating them to ethnic agencies rather than embedding them into broader business strategies. The Hispanic Marketing Paradigm, which long prioritised Spanish-language media in targeting US Hispanics, exemplifies how outdated mental models persist, even as evolving demographics and digital advancements demand a more nuanced approach in marketing to US Hispanics. Drawing from systems thinking, this paper highlights the barriers that traditional mental models create, including resistance to change, defensive routines and skilled incompetence. This paper argues that corporations must embrace a holistic approach that positions multicultural consumers at the core of mainstream marketing. It examines how systems thinking serves as a framework for dismantling organisational silos, promoting cognitive diversity and cultivating adaptive learning cultures — which we propose are keys to achieving long-term success in an increasingly diverse marketplace. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.