Media agencies that approach multicultural as a separate or smaller investment almost immediately hamstring their marketing strategies, argues one programmatic vendor — and it will negatively impact their engagement with communities beyond Gen Z and communities of color.
In a whitepaper addressing multicultural trends and Gen Z that it is releasing this week, programmatic platform Direct Digital Holdings argues that multicultural communities have an increasing influence on brand preferences and choices for consumers across all brand categories. That trend is particularly acute with Gen Z audiences. Digiday was given early access to the whitepaper and to the agencies that Digiday sought reaction from, it is no longer enough to market to the general market and divide up the rest as just multicultural spending.
“The brands that will be at the forefront and the top runners in the future are the ones that understand that inclusivity is the thing that they should be focused on versus multicultural, or versus general market,” said Sherine Patrick, media strategy advisor for consultative group Ops Shop.
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