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Marketing to the New Majority
Strategies for a Diverse World
By David Burgos and Ola Mobolade

Marketing to the New Majority excerpt



Today diversity is the default, not the exception. "Minorities" already make up a majority of the population in some of the biggest cities in the US, and demographers predict that the same will be true of the country before 2045. Yet companies still approach the so-called general market as a homogenous group rather than a colorful mix of ethnicities and cultures. When they do target multicultural audiences, they rely heavily on outdated cultural cues and sterotypes that fail to resonate with today's ethnic consumers.

The excerpt discusses the history of early mainstream uses of ethnic images in advertising.

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From Marketing to the New Majority by David Burgos and Ola Mobolade. Copyright © 2011 by the authors and reprinted by permission of Palgrave Macmillan, a division of Macmillan Publishers Limited.

 

 

David Burgos and Ola Mobolade

Copyright © Millward Brown, 2011. All rights reserved.