Англійська » Business Literature » Marketing & Public Relations » Marketing to the New Majority
Видавництво: Palgrave (Macmillan)
Автор: David Burgos, Ola Mobolade
Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities.