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Friday, August 26, 2011

In the aftermath of the Nivea ad mess…

It is very likely that by now you have already heard about the chaos Nivea was in because of a print ad part of its ‘Give a damn’ campaign. The piece featured a clean-shaven black man getting ready to toss away his messy unshaven head and the words ‘Re-Civilize Yourself’. Nivea ended up apologizing for, and pulling the ad after racism accusations.

A lot has been said about the ad itself in newsletters, Twitter and countless blogs around the web, so I won’t do that here. Instead, I wanted to suggest three ideas on how to prevent this ...

Thursday, August 18, 2011

Is the staff of ethnic agencies diverse enough for a multicultural America?

A complaint that you will almost certainly hear when attending a multicultural marketing conference is that the staff of so-called general market agencies does not represent the ethnic diversity of the country we live in. Critics often go further to affirm that this lack of representation limits these agencies’ ability to effectively reach out to today’s new mainstream consumers. This criticism is quite accurate. General market shops are not diverse enough, especially at middle and upper management levels. And this has historically been a barrier for their entrance into the ethnic space in particular.

However, the question that I always ...

Wednesday, August 10, 2011

The power of a laugh

Is the criticism of DirectTV’s advertising campaign fair?

There has been some sharp criticism of a DirectTV advertising campaign that uses stereotypical ethnic characters in a humorous way. The discussion has included several pieces, including those featuring Gregor the Russian millionaire and Whale the Asian casino guy. However, the spot that has garnered most of the critics is “The Truth”, which features an African American boxer. DirectTV actually pulled this commercial from YouTube following arguments about racial stereotyping and racism. While this specific ad may have crossed the line of what some viewers considered to be permissible, it ...

Tuesday, August 09, 2011

Has “Acculturation” reached its expiration date?

Acculturation has always played a central role in Hispanic marketing. In the early days, it helped marketers understand the basics of how Latinos were different from mainstream consumers. This led to the development of targeted initiatives that made great strides at penetrating this growing market. Today, acculturation continues to be the ‘segmentation of choice’ for most advertisers, and is helping them understand the diversity within the segment, especially as it relates to the use of the Spanish language and media.

However, in spite of its past and current triumphs, the future of acculturation seems less certain as the marketplace evolves. ...

Tuesday, August 02, 2011

Who is the New Majority?

Today is the official publication date of our book, “Marketing to the New Majority: Strategies for a diverse world,” which explores America’s increasingly diverse population, and the implications for businesses trying to connect with this new mainstream.

Today is also the day we start this blog. The marketplace is constantly evolving as the US becomes a majority minority nation, so we think that it is important to keep the conversation alive, and hope that this forum serves this purpose.

For our first posting, we thought it would be appropriate to clarify what we mean by the term “New Majority” since, ...


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