5 Steps for a Multicultural Marketing Campaign That Thrives

By Lauren Dichter, Marketing Coordinator for Heinz Marketing
Multicultural marketing. Diversity marketing. Ethnic marketing. International marketing. Global marketing. Diaspora marketing. Inclusive marketing.
What do all these phrases have in common?
Well, for the most part, they can all be boiled down to a single concept. But they’re not the same. So what makes them unique?
The variation in words creates slight changes in the precise meaning behind each phrase. By now, you might be wondering, what’s the point of this little language exercise?
Glad you asked! The point is…
At the end of the day, there are only slight differences in what motivates diverse groups of people.
However, there are real reasons for why these slight differences exist today, and those truths shouldn’t be ignored—not in life, and not in business. Doing so would be unwise.
How to Mentally Approach a Multicultural Market Entry Strategy
If you aren’t living under a rock, you’ve probably noticed how racism, homophobia, transphobia,