About PACO Collective Media Buying company in Chicago, United States
Especially today when our population is growing more diverse by the day.
Inclusive marketing is our answer to Americas growing diversity. Its a way to reach consumers that goes beyond ’culture’ as marketing has traditionally defined it.
Inclusive marketing doesnt just look at race and ethnic culture. It also accounts for generational gender and sexual identity and geographic culture.
Inclusive marketing is nuanced: We understand when culture matters and how it motivates people to act spend and share.
The Cultural Insights Impact Measure born out of a study by the Association of National Advertisers Alliance for Inclusive and Multicultural Marketing found that consumers who perceive a brands ad to be culturally relevant are…
But its not just about brand perception and engagement — taking an inclusive approach really pays. A study conducted by Deloitte-owned digital agency Heat found that diverse marketing efforts result in measurable revenue gain.
Read about the impact inclusive marketing has had for our clients!
(Dont take our word for it… The Census Bureau said it!)
As the American population becomes increasingly diverse were seeing three major trends that prove inclusive marketing isnt a passing fad — its a requirement to understand the ever-changing dynamics of cultural identity in todays marketplace.
Whats old is new again. At a time when anyone can find out where their ancestors came from with a quick prick of the finger culturally diverse Americans are finding new ways to embrace and proudly celebrate their heritage — and reclaim their cultural identity in the process. And beyond the traditional racial confines of ’culture’ consider the new generation of Americans gaining an appreciation of Appalachian food and culture — all thanks to the hit video game Fallout76.
Seeing the light. Food music art and culture are prime breeding grounds for minority cultures influence on mainstream cultural norms: Think K-Pop artists selling out stadium crowds across the United States Hamiltons massively successful hip-hop remix of the story of Americas founding and even the ubiquity of hummus and the growing popularity of once-niche dishes like poke bowls.
Celebration over assimilation. As bicultural and mixed-race populations grow theyre increasingly leaning in to the patchwork of cultures that make up who they are. The same goes for those born on a generational cusp who wont bow to the cultural stereotypes assigned to Gen X or Millennials. Members of these groups code-switch cherry-pick and criss-cross cultural boundaries rejecting the idea that they have to box themselves in.
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