The ANA Multicultural Marketing & Diversity Conference was a dynamic event, providing an invaluable opportunity to connect with fellow marketers, market researchers, and agency leaders, fostering insightful discussions about the challenges and opportunities brands face across various industries when trying to connect with multicultural audiences. As brands continue to explore marketing strategies to expand their customer base, innovative approaches and thoughtful efforts are required to promote multicultural and inclusive growth across various demographics. We left the conference feeling energized and hopeful as an increasing number of brands across industries are making long-term commitments to inclusive marketing and, in particular, are recognizing the power of the Hispanic population in the U.S.
At HawkPartners we believe that a strong focus on reimagining what multicultural marketing means is required for long-term success. And many of the takeaways from the ANA conference reinforce much of what we have learned from our own Hispanic Insights & Consulting initiative – specifically the critical importance of building an effective strategy grounded in authentic, cultural perspectives.
Three key issues stand out in shaping the conversation about multicultural marketing:
1. Tailoring Messages for Substance and Style Provides Value
Brands must focus on empowering consumers to pursue their dreams by emphasizing aspirations rather than solely addressing challenges. For example, the American Family Insurance team shared how they recently transformed their brand and campaign strategy, focusing on the benefits that insurance can provide, while incorporating cultural nuances. Their new approach centers on aspirations around feeling like families are safe and insured but tailors several different executions to reflect relevant cultural factors. For instance, a campaign for Hispanic consumers looked and sounded different – such as being delivered in a documentary style – compared to the campaign for Black consumers. While the core idea of fostering security and freedom remains consistent across executions, the specific aspirations and messaging are adapted to resonate with each audience and their respective households. This allows consumers to envision a life where they can pursue their dreams with confidence.
2. Connecting with the Hispanic Community
Prioritizing the Human Connection: To effectively engage the Hispanic community while maximizing campaign impact, it’s important to recognize that culture and humanity take precedence over simply translating messaging into the Spanish language. While language can be a bridge, deeper connections are first built through creative work that is culturally nuanced, inclusive, and emotionally resonant. Campaign messaging should still appeal broadly across consumers, much like Disney’s “Crafting Connections” campaign with McDonald’s, which focuses on the universal emotional impact of storytelling – celebrating the integral role of grandmothers in community building within Hispanic culture – without relying solely on language to convey meaning.
Addressing Language Barriers in a Meaningful Way: Overcoming language barriers in products and services requires more than translation – it demands a deep commitment to inclusivity. Brands must start by truly understanding their consumers, recognizing the emotional and practical challenges language barriers can present. For example, U.S. Bank identified that their Spanish-speaking consumers often struggled to fully access and engage with their services due to language limitations. Additionally, they observed that children in these households frequently act as translators, thus sharing in the decision-making process. To address this, U.S. Bank now offers services in Spanish and other languages, ensuring greater accessibility. They also created a documentary that underscores the critical role of language in decision-making, serving as both a solution and an inspiration for other brands to take meaningful action.
Engaging the Latina Community: Verizon’s 2024 Super Bowl commercial highlighted how brands can effectively celebrate and empower the Latina community – often an overlooked segment within the Hispanic population. This initiative not only underscores the importance of recognizing that the Hispanic audience is not monolithic but also shines a light on the critical role Hispanic women frequently play as decision-makers and anchors of their households. Often responsible for managing family finances, caregiving, and cultural traditions, Latinas are at the heart of their families and communities. By celebrating their influence and contributions, brands can forge deeper, more meaningful connections with these critical members of the Hispanic community.
3. Recognizing the 50+ Population
While many brands concentrate on targeting Gen Z, they often overlook older, loyal generations, missing the chance to grow alongside customers as they age and their lifetime value increases. AARP made a compelling case for brands to prioritize their loyal customer base, particularly those aged 50 and older. They emphasized the economic significance of this demographic and its strong brand loyalty. AARP encourages brands to recognize the untapped potential of cultivating long-term relationships with a population that holds substantial purchasing power and offers enduring brand loyalty.
The insights from the ANA Multicultural Marketing & Diversity Conference highlighted the importance of prioritizing consumers’ aspirations, implementing deeper cultural connections into campaigns, and digging deeper into understanding specific overlooked groups, such as Latinas and the 50+ population. By crafting culturally nuanced strategies, brands can forge meaningful relationships and drive inclusive growth in a way that cuts across all consumer segments.