The changing practice of multicultural marketing

09/27/2010 | Adweek

Multicultural marketing, reflecting demographic trends that will see minorities become the majority in the U.S. by 2050 and more accepting attitudes by younger consumers, is no longer being viewed by some as a separate practice, but one that is influencing how companies reach broad audiences. "This is not about brown, it's about green," says Luis Miguel Messianu, president and chief creative officer of Alma DDB, Miami. "People and companies realize it's good business to target ethnic groups and minorities. ... In reality, the multicultural market has become the general market, and then you have overlays of specific niches."

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