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.

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Downtown for the Summer
San Jose Downtown Association

Created a series of layouts to promote Summer events in Downtown San Jose for the San Jose Downtown Association. The San Jose Downtown Association (SJDA) is a non-profit, membership-based organization founded in 1986 to represent business and property owners.

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.

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A lot goes into creating  a new logo, and I am always excited to go on the journey of creating something that my clients will like. After a few meetings with San Jose Public Library staff to identify the needs and vision for the project, my team and I were able to brainstorm ideas and direction. Here is an inside look into our creative process for the San Jose Public WORKS project.

PROJECT: Logo and Branding

CLIENT:  San Jose Public Library WORKS



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.