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When marketing to Black consumers, it is important to prioritize authentic brand experiences and steer clear from transactional ones. Successful brands build and nurture customer loyalty by developing insights-driven media campaigns and fostering sponsorships that express their shared values to current or prospective customers.  But after several challenging years of a global pandemic, socioeconomic shocks and social justice events including the protests surrounding the deaths of George Floyd and Breonna Taylor, have audience values shifted? What must brands do to win the hearts of most Black consumers? To help marketers create deeper and more rewarding connections with Black consumers, we’re…

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…

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…

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…

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,…

In 2020, due to the spark ignited by the senseless slayings of George Floyd and Breonna Taylor, we saw global movement towards causes focusing on Black America. One of the main staples in that call-to-action: more support for Historically Black Colleges and Universities (HBCUs). Madison Avenue paid attention and seized the opportunity to show their allegiance to the community. At the very least, brands were aware that HBCUs were and have always been one of the pillars of Black culture and that engaging with this target audience could tap into 1.6 trillion dollars of Black spending power.  HBCUs = The…

In 1972, the landmark gender equality law known as Title IX banned sex-based discrimination in educational programs that receive funding from the federal government. Up until then, the opportunities for women were limited in collegiate and professional sports, which were male-dominated both on the playing field and behind the scenes. While there’s still much room for growth in terms of providing equal pay and better sporting facilities, we acknowledge the positive effect this game-changing legislation has made on women’s sports and look back to see how far we have come. The WNBA is Adding More Teams The Women’s National Basketball…

We have all heard the phrase, “A picture is worth a thousand words.” However, when it comes to representation in marketing, images may not tell the whole story.  Many companies neglect to consider diversity in their imagery, preventing them from connecting with potential clients and customers. Because our mission at My Code is to reshape the future of media to ensure authentic representation for everyone, we put together this post to show your brand how to be more inclusive through visual marketing.  What does diversity in images mean? If you are lacking diversity in your images, it’s probably not your…

Those who identify as Hispanic, Latino or Latinx make up the largest minority group in the United States. According to the Pew Research Center, the Hispanic population growth increased by 70% between 2000 and 2019, reaching over 60 million people in the country. By 2045, the Brookings Institute reports the U.S. is expected to be “minority White,” making the Hispanic population even more of a critical audience in marketing and advertising messages.  In honor of National Hispanic Heritage Month from September 15 to October 15, here’s a look at what defines the Latinx market to inform brands on how to…