After a year of racial and social disruption, this famous phrase from Dr. King is a good mantra for brands that really understand their consumers. The time to talk the talk has passed, and now consumers will no longer trust you, unless there is action attached to your words; action that will make a difference in their lives, and show that you care. In the latest survey conducted by Collage Group in October 2020, multicultural consumers unanimously agree that they will buy from brands that supports people like them. And more than three quarters of the respondents, across all multicultural segments, answered that their race and ethnicity is important to their multicultural identity, now, more than ever. Among the participants there is the perception that brands are not up to the part. 75% percentage of Blacks and Asians respondents believe that brands have not done their research when incorporating diversity in their advertising. With America's political polarization reaching unimaginable levels, the time to take a stand is here to tight the nut of ever lasting brand love. But - and this is a big “but” - walking the walk requires brands to have a deeper understanding of their “tribe” needs and aspirations; what is said and what is hidden.
That type of consumer intelligence, does not come just from big data and algorithms. Sustainable intelligence comes from professional with the experience to create a profound and insightful analysis of that data. Your multicultural employee may posses a lot of anecdotal information, but insightful consumer intelligence requires years of taking the market pulse, and following its evolution. It also comes from studying all the variables; the commonalities, the differences but most importantly the cross-pollination. The face of America's new consumer is changing rapidly. Are you really ready to do the right thing...for them?
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