Many major marketers are following Wal-Mart's lead by dropping a multicultural-marketing approach in favor of a "total market" strategy that adds the tenants of a multicultural effort into all marketing operations. The strategy involves finding cultural insights for larger groups, instead of relying on stereotypes or old tropes. "In this plan, everyone is included. Everyone is represented. Every single time," said Gilbert Davila, CEO of Davila Multicultural Insights.