This document provides 7 ways for organizations to champion communications in a multicultural marketplace. It recommends defining or redefining what general market means with more multicultural consumers. It also suggests doing in-depth research on multicultural consumers, tracking youth markets, re-evaluating geographic regions, auditing multicultural marketing activities, identifying strategies to test the multicultural marketplace, and seeking internal or external multicultural experts. The document aims to help organizations improve their communications to diverse audiences.

1. CHAMPIONING
COMMUNICATIONS
in a multicultural marketplace

3. WAYS YOU
CAN BE A
CHAMPION7

4. 1
DEFINE
Help your organization
define or redefine
what general market
means in the context
of a more multicultural
marketplace.
REDEFINE

5. DEEP
Engage your insights/
research team to do
a “deep dive” of your
multicultural consumer.
DIVE
2

6. Track and monitor on
the youth market, even
if they are not your
target customer.
TRACK &
MONITOR
3

7. Re-evaluate
the geographic
regions for shifts in
demographics.
RE-
4
EVALUATE

8. AUDIT
Audit your marcom
activities in the
multicultural
marketplace.
5

9. IDENTIFY
If you have yet
to market to the
multicultural
marketplace, identify
a strategy to test.
A STRATEGY
6

10. SEEK
Seek the
multicultural experts
in your organization
– internally or
externally.
EXPERTS
7

11. Zandra Zuno
Executive Director,
Multicultural Marketing
zzuno@golinharris.com