Focus on Multicultural Consumer

David Burgos, Old thinking —> new thinking = multicultural mindset

Multicultural concern is critical because US population is multicultural and influencing the wider society – foods we like, politics, and so on.

3 Principles:

1. Basic advertising principles are generally valid across cultures

2. Culturally targeting you advertising tends to work better than non-targeted communications

3. didn’t have time for the 3rd one.

Comments from the floor:

The concept of multicultural is problematic because it masks the differences within groups.

Let’s accept multicultural when relevant, and let’s distinguish those areas where multicultural is the same as the wider society. For example, studies of Hispanics show that “family” is very important, but it’s also important to many other groups.


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