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How to Reach Multicultural Consumers in a Cookieless World

Brands have long implemented third-party cookies to capture consumer data, such as shopping preferences and browsing habits. The goal was to present consumers with personalized ads and browsing experiences. Thanks to cookies, brands have established closer relationships with consumers and engaged with them more efficiently. But users are becoming increasingly concerned about the privacy of their information online, especially now that people spend more time connected. Forty-five percent of Black audiences are spending significantly more time on the Internet. In comparison, 46% of Hispanics and 40% of AANHPI adults say they spend significantly more time online, according to Intelligence Center...
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Bridging the Gap Between Smart Home Tech Brands and Multicultural Consumers


Smart home tech is rapidly gaining ground in the U.S. In 2023, an estimated 47% of American households will actively use smart devices at least once per month to manage their homes. This includes innovative tech products that monitor or control key areas like lighting, access, or temperature. Why Multicultural Audiences Feel Excluded Despite the rapid growth of these devices, Intelligence Center’s 2022 Smart Home Tech study suggests a gap between smart home tech brands and Black, Hispanic, and Asian-American and Native Hawaiian/Pacific Islander (AANHPI) audiences. Based on the report, we can theorize three reasons multicultural consumers feel excluded from this…

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Building Marketing Campaigns Around Multicultural Holidays

Multicultural Holidays

The advertising calendar in the United States focuses on a set number of Christian and Anglo-Saxon holidays such as Easter, Halloween, Thanksgiving, Christmas, and New Year’s Day. Even though multicultural audiences engage enthusiastically with these celebrations, there are other dates that brands need to keep in mind when designing short and mid-term marketing strategies.  For advertisers, it is key to have a 12-month plan that celebrates the holidays and speaks to the traditions that different communities hold dear. These include, among many others, Chinese New Year, Ramadan, Day of the Dead and Diwali.  Chinese New Year Chinese communities have a…

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2022 in Review: How My Code Redefined the Multicultural Marketing Landscape


By Parker Morse, CEO of My Code 2022 brought many new beginnings and chapters to our company’s history and I am incredibly proud of our team and their continued dedication to elevating what multicultural marketing means in the world today. When the clock struck midnight on January 1, 2022, there was only H Code: the company I founded in 2015 to forge authentic connections between brands and Hispanic consumers. Ten days later, we formally announced the launch of My Code to bring together a traditionally fragmented media market and simplify the complexities of the multicultural marketing landscape. By June, we’d…

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Now Is the Time to Answer the Call for Diversity in Marketing


Over the past decade, the racial and ethnic landscape of the United States has transformed into one that’s more diverse than ever before. An August 2021 report released by the U.S. Census Bureau found the country is more racially and ethnically diverse compared to 2010. In 2010, the White alone non-Hispanic population made up 63.7% of the U.S. population. In 2020, that number dropped to 57.8%. Nearly half of the population today consists of minority groups. By 2045, it’s projected the country will become “minority White,” according to The Brookings Institution. Now more than ever, advertisers and brands must create…

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Analyzing Holiday Shopping Trends Among Multicultural Consumers


The holiday shopping season is one of the busiest times of the year for brands and retailers. When crafting a strategy to reach bigger audiences and drive sales, marketers need to understand that not all consumers are the same. Brands need to keep multicultural perspectives and cultural approaches regarding holiday shopping in mind to convert consumers across broader demographics into purchasers. For the past two years, My Code’s Intelligence Center has analyzed the behavior and purchase intentions of diverse holiday shoppers so that brands can effectively reach these segments. Early Shopping Trends According to Intelligence Center’s annual Holiday Gift Shopping…

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How Diverse Teams Lead to Better Marketing Practices


How Diverse Teams Lead to Better Marketing Practices Building a diverse workforce is essential to establish a brand that employees want to be a part of and consumers want to support. Companies with an inclusive culture have a wider range of perspectives and ideas to engage a greater number of audiences. However, most organizations aren’t currently meeting this goal. According to Intelligence Center’s Multicultural Consumer Fact Pack, only 4-in-10 multicultural adults feel companies and brands understand them very well, on average. Developing long-term inclusivity in your company’s early stages can create a solid foundation that will bring significant benefits to…

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Bringing Smart Health Wellness Tech to Multicultural Consumers

Smart Health

The smart health and wellness tech sectors were already on the rise before the onset of the COVID-19 pandemic in 2020. Since then, brands have seen a surge in purchases for products and services like telehealth and wearable monitoring devices. With demand increasing for digital-first health experiences, tech brands have the opportunity to engage more consumers than ever before. Below, we share several ways marketers can improve their advertising strategies to reach underserved multicultural consumers in the evolving healthcare landscape.  Multicultural Americans Are More Focused On Their Health Than the Average American Intelligence Center’s Health and Wellness Tech Report found…

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How to Plan a Strategy for Multicultural Buyers This Holiday Season


Intelligence Center’s 2022 Holiday Retail Shopping Study reveals that just under 9-in-10 multicultural consumers plan on shopping at all this year, which is significantly lower than 2021. With many citing money as the reason why they will not partake in holiday gift-giving in 2022, it is clear that marketers must make every multicultural consumer interaction count in the coming months.  Advertisers must seek ways to stand out and resonate more authentically with diverse audiences. Old-fashioned campaigns with one-size-fits-all creative and messaging strategies should be seen as a thing of the past, and marketing plans must strive for greater cultural representation…

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4 Ways to Build a Diverse Marketing Strategy


The United States is a multiracial, multicultural country, and the advertising industry needs to reflect these changing demographics. Media platforms like My Code help brands express authentic diversity through insights, cultural understanding, and creativity to improve their advertising strategy. Consider four takeaways on achieving a genuine representation of diversity in marketing.  1. Talk to and about specific cultural groups and avoid generalizations  Nothing can alienate a multicultural audience more than ignoring cultural specificity. When designing a marketing or communication strategy, using umbrella terms such as Hispanic, Latino, Asian or Black can sometimes lead to harmful stereotypes and generalizations. For example,…

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