7 Reasons Why Multicultural Marketing Matters

Multicultural marketing encompasses the culture of your target audience including their language, traditions, customs, and beliefs. Keep on reading to find out why multicultural marketing matters.

1. Diversity Remains On the Rise

The U.S. Census Bureau reports racial and ethnic minorities are growing faster than the white population. Statistics show Non-Hispanic whites are the only segment of the U.S. population where deaths outpace births. Cities like San Jose, California are rich in cultural history. And the diverse ethnic makeup of its population reflects that history. 

2. Culture Affects Everything We Do 

Culture refers to the shared values, beliefs and norms of a specific group of people. Culture, as a result, influences the manner we learn, live and behave. It can affect the activities we participate in, the food we eat, and the people we choose to hang out with. 

3. Culture Influences the Level of Priority Consumers Give to Certain Activities or Products

Additionally, studies have shown that every culture has its own idea about what is deemed more valuable to them. For example, while one culture may value financial wellness over quality family time, another culture might be more family oriented.

4. Today’s Political Climate

Furthermore, the current economic and political climate has created a situation where intolerance and exclusion are becoming increasingly common. Therefore, as business owners, it is uniquely important to acknowledge, value and understand different cultures in our community. This will allow us to build relationships within our community and gain its trust.

5. Culture Affects One’s Purchasing Decisions

Additionally, studies have shown that cultural factors have a significant effect on an individual’s buying decision. Consumers will be the most attracted to products that fit their beliefs, customs, traditions, and norms.

6. Huge Amount of Purchasing Power

Multicultural audiences hold a huge amount of purchasing power. Forbes found Hispanics in the U.S. have an astounding $1.7 trillion in purchasing power, which is only set to rise in the coming years. Given the huge amount of purchasing power different ethnic groups have, companies must strive to understand these groups. This will enable companies to serve multicultural groups’ needs more effectively. 

7. Our Culture Shapes the Way We See the World

Last but not least, when keeping our target audience in mind, we must take into account that their perception of our brand, service, or product will be influenced by their cultural beliefs, attitudes, language, and customs.  

“A multicultural society does not reject the culture of the other but is prepared to listen, to see, to dialogue and, in the final analysis, to possibly accept the other’s culture without compromising its own.” – Reuven Rivlin

Overall, businesses or organizations cannot afford to ignore the importance of the local culture before advertising or selling their service or product on the market. If your organization or business in San Jose, CA would like to remain relevant in this rapidly growing, diverse market, it is important for you to take your target audience’s culture into account. Feel free to contact us today for more information. 

Our Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, and/or subculture in San Jose, CA and the larger Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding services.

what is multicultural marketing

Defining Multicultural Marketing

What is Multicultural Marketing?

what is multicultural marketing

In 2016, Latinos made up over 26% of the Silicon Valley’s population. This population is projected to rise to just over 1 million by 2050.

As diversity continues to increase in the United States, your target audiences’ culture must be incorporated into your overall marketing strategy to maximize your marketing campaigns’ effectiveness. Multicultural marketing encompasses the culture of your target audience including their language, traditions, customs, and beliefs. Your audiences’ culture tends to heavily influence their perception of your brand and products.

“Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality.”

Culture is deeply rooted in our society and it shapes our daily lives. Multiple studies have proven culture matters in determining how people will perceive a specific message or advertisement. As marketers, we must keep in mind we are communicating with a group of people from all sorts of different cultural backgrounds. In other words, what makes sense in one culture, may not make sense in another. 

If you are a business in San Jose, CA or the greater Bay Area who would like to remain relevant in this growing, diverse market, your organization must form real connections with multicultural audiences. Multicultural Marketing is more than just numbers and speaking the language. It is about speaking the culture which is defined by the people, their deeply rooted history, and reality. It is the type of cultural context that you can fully appreciate from being a part of the community.

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, and/or subculture in San Jose, CA and the larger Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding to individual artists, nonprofit organizations and businesses.

5 Christmas Traditions in Latino Households

Latinos’ love going all out when it comes to the holidays. This is especially true when it comes to the most wonderful time of the year! While the ways that Latinos’ celebrate the holidays vary from country to country and from household to household, one thing holds Celebrating Navidad is more than a religious holiday. Christmas is also about familia, friends, food, and culture. Keep on reading to learn more about typical Christmas traditions in Latino households.

5 Christmas Traditions in Latino Households

1. Posadas

Just before Navidad, many Latinos take part in a posada, a ritual re-enactment of Mary and Joseph’s search for lodging in Bethlehem. According to Hacienda Tres Rios, Mexican families hold a posada party in each of their homes from December 16th through December 24th.

posada San Jose ca

Posada Celebration at the School of Arts and Culture in San Jose, CA | Mercury News

The host serves as “innkeeper” while the guests sing a song and offer ponche caliente, buñuelos and tamales in exchange for shelter. Besides serving as a re-enactment of Mary and Joseph’s search, posadas also involve socializing, delicious food, and family fun including the rupturing of a star-shaped piñata filled with candy.

2.  Nochebuena

While most American families typically celebrate Christmas during the morning of Christmas Day, Latinos kick off the festivities on Christmas Eve, also known as Nochebuena (The Good Night).

Misa Del Gallo

Misa Del Gallo | 20 Minutos

The Huffington Post points out that although the night’s activities may vary from household to household, most Nochebuenas’ consist of family, large feasts, music, dancing, and gift-giving. If the families are Catholic, they may also attend a late Mass also known as Misa del Gallo (Rooster’s Mass).          

3. Night of the Radishes

The people of Oaxaca have their own unique way of celebrating Christmas. Because radishes are a staple to the Oaxacan culture, on December 23rd, artisans carve radishes to take on the elaborate shape of Jesus and other objects in the Nativity scene.

Oaxaca radish festival | © Anna Bruce/Culture Trip

Oaxaca radish festival | © Anna Bruce/Culture Trip

Oaxacans see this as a way of not only having fun but as a way of promoting local agriculture. During this unique festival, Oaxacans also celebrate Navidad through traditional food, music, and dance.

4. Tamaladas 

 No holiday is complete without tamales in a Latino household.

Tamalada / Image

Tamalada | 5280

Because tamales are a traditional staple in Latino households, families and neighbors gather around during the holidays to participate in tamaladas, or tamal making partiesMaking tamales can be a time-consuming task. As a result,  participants bond while sharing their own tamal recipies and prepare this yummy “must-have” in bulk.

5. Parrandas

 In Puerto Rican Households, parrandas are common during the holiday season. According to the Huffington Post, a parranda is a tradition in which friends, family members, or even strangers, visit each other’s homes spontaneously and overtake them with holiday merriment.

Parranda | Pinterest

They do so while playing instruments such as maracas, guitars, and tambourines. While others dance along to the music, others sing and fill homes with their contagious holiday spirit. Besides singing and dancing, Puerto Ricans also take the time to socialize and consume traditional food and drinks such as rum.

While Christmas traditions in Latino households may vary from household to household. They all undoubtedly involve tasty food and good times with families and friends. What are your favorite Christmas traditions?

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, or subculture in San Jose, CA and the broader Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding services.

 

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Thanksgiving, an All American Holiday?

Thanksgiving originated as an all-American tradition, but over time, different cultures residing in the United States have incorporated their own unique traditions into the holiday.

The Thanksgiving Traditions that are Shared Among Other Cultures:

The once, all American holiday is typically celebrated with a central theme in mind– autumn. Like Americans, many different cultures living in the United States decorate their homes to reflect the fall. Inspired by autumn color palettes, popular decorations include autumn wreaths, pumpkins, candles, and flowers that showcase the new season. 

Latino American Thanksgiving Traditions

As mentioned, there are some similarities that exist between a Latino American Thanksgiving and an All American Thanksgiving. But, Latinos tend to celebrate the holiday by adding their own flavorful and spicy dishes into the holiday.

When we think of the typical Thanksgiving, we usually imagine a dinner consisting of turkey, mashed potatoes, and gravy. However, in Latino American households, the food list goes on and on!

While many Latino Americans choose to have the traditional Thanksgiving turkey dinner, many others chose to opt for tamales, mole, pupusas, or marinated roast pork featuring bold flavors and authentic ingredients. Champurrado, ponche caliente, and delicious flan tend to be a part of the festivities as well.

flan

Flan Source: Px

Besides differing in their menu selections, most Latino Americans feature loud and lively music to celebrate the holiday. Because Latinos are strongly family oriented, their Thanksgivings may also involve abuelito telling stories about his childhood and the children playing together in the sala.  

Indigenous “Thanks Taking” Traditions

In San Jose, CA, Calpulli Tonalehqueh, Akoma Arts, New Fire/Yancuic Xihuitl, and others join in solidarity with the International Indian Treaty Council, to commemorate all indigenous cultures and traditions in a sunrise gathering. They unite Native, Mexica and African drums to honor the heartbeat of Mother Earth.

This Sunrise Gathering originated as Un-Thanksgiving Day to honor the indigenous peoples of the Americas and to promote their rights. It coincides with a similar protest, the National Day of Mourning, held in Massachusetts.

Annual SJ Thanks Taking Sunrise Ceremony Source: Caluplli Tonalehqueh

The event is designed to commemorate the survival of Native American peoples following the settlement of Europeans in the Western Hemisphere, which led to enormous losses among Indians from disease, warfare, and social disruption. Organizers want it to serve as a contrast to the traditional Thanksgiving story in which the Pilgrims peacefully shared a meal with Native Americans.

Vietnamese American Thanksgiving Traditions

After immigrating to the United States, many Vietnamese have become fond of Thanksgiving festivities as well. Charles Lam, a Vietnamese American from Asian Weekly mentions, “Because my parents were born and raised in Vietnam, you could say that my “regular” Thanksgiving has always been a little … skewed.”

He mentions that his family has always made sure to make Thanksgiving special. Even when his dad had to work at night, he and his family would have a “Thanksgiving lunch” in lieu of the traditional Thanksgiving Dinner.

He remembers that when his family first celebrated the holiday, their dinner consisted of roasted duck, pork, Vietnamese baguettes, and Vietnamese spread.

Vietnamese Baguettes Source: Hungry Forever

Lam admits that even though his family has become more adapted to American traditions, as their dinner now features turkey and mashed potatoes, it is still a Vietnamese dinner. He mentions, “We still eat baguette over rolls, there’s still no sprig of rosemary anywhere in my house, and that beef roast is marinated with soy sauce, fish sauce, and lemongrass. That stuffing? It’s made up of glass noodles, boiled quail eggs, and baby corn. It’s still a Vietnamese Thanksgiving meal.”

 

Portuguese American Thanksgiving Traditions

Portuguese Thanksgiving Stuffing Source: Portuguese Diner

Many Portuguese Americans have also chosen to embrace the once, All American tradition of Thanksgiving by bringing their own Thanksgiving traditions into the mix. Like Americans, they may feast on a delicious dinner featuring turkey. However, many Portuguese Americans add their own special flair to it by incorporating their Portuguese stuffing into it. Check out this awesome Portuguese Thanksgiving stuffing recipe here.

While other cultures would typically not serve seafood during their Thanksgiving, according to the Sun Sentinel, some Portuguese families do. Rodeiro, a Portuguese American who was interviewed by the Sun mentions, “It’s hard to bring our own culture into something we don’t have. So the only thing we can do is bring the food”.

While Portuguese Americans are at the table, they alternate between English and Portuguese as they feast. Thus, incorporating their culture into the holiday.

Kooltura’s Approach to Multicultural Marketing

At Kooltura Marketing, our goal is to help build community connection and cultural insight that is essential to multicultural marketing. As a strategy, we incorporate research studies, data, and our own cultural experiences while working closely in culturally rich communities.

If your organization or business is interested in reaching a specific ethnicity, culture, and/or subculture in San Jose, CA and the larger Bay Area, do not hesitate to contact us today. We offer marketing consulting, social media management and branding.

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PROJECT:
Celebrate Mayfair | Mayferia
CLIENT:
School of Arts and Culture @MHP
SERVICES:
Branding, Marketing, Social Media, Design

We were identified to lead and develop an integrated strategic marketing roadmap, and brand concept for the Celebrate Mayfair project including the Mayferia Series.

Project Overview: Celebrate Mayfair is a year long project that aims to celebrate the talent, beauty, and history of the Mayfair community. We believe that through creating a platform for shared arts and cultural experiences we can connect residents and reduce blight in the Mayfair neighborhood.

Mayferia Events: The School of Arts and Culture will host a series of celebration’s to spotlight the talent of Mayfair residents. Mayferia events will be showcases for local talent and a place for residents to learn about community resources. This first Mayferia will took place on Friday, December 9th. Followed by a second celebration scheduled for Sunday, March 19.

Kooltura specializes in multicultural marketing, helping clients reach audiences of a specific ethnicity, culture, and subculture through brand and strategy. Contact Us if you are interested in learning about our work.