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.

5 Interesting Facts About Latinos in Silicon Valley

The Hispanic Foundation of Silicon Valley is dedicated to inspiring community philanthropy and engaging people to invest in the educational achievement, leadership development, research, and convening and engaging the Hispanic community to improve the quality of life for Latinos and the Silicon Valley region. This past year, they published an informative Latino Report Card featuring Latinos in Silicon Valley.

Here are the top 5 most interesting things we found about the Latinos who comprise the Silicon Valley.

  1. 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. This means Latinos will remain the third largest ethnic group in the region.
  2. Additionally, the progress that Latino students have made has been incremental. Nearly one in five Latinos in Silicon Valley possesses a bachelor’s, graduate, or professional degree.
  3. Furthermore, statistics have also shown an increase in household income for certain Latinos in Silicon Valley. Latino households earning $100,000 or more rose 10% from 2009 to 2016.
  4. Also, nearly three-quarters of Silicon Valley Latinos are participating in the labor force.
  5. Lastly, the Latino unemployment rate in Silicon Valley declined from 12% to 5% from 2009 to 2016.

With the rise of multicultural groups in the Silicon Valley, it is important we know how to cater to them and serve their needs. At Kooltura Marketing, our goal is to help build community connections and cultural insight that is essential to successfully reaching a specific culture or subculture. 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.

To learn more about Latinos in Silicon Valley, click here.

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.

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PROJECT:
Downtown for the Summer
CLIENT:
San Jose Downtown Association
SERVICES:
Design

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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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.