Total market: Insights driving strategy in a multicultural nation

The USA is on the verge of becoming a majority-minority nation. Given their growing size and influence on American culture, multicultural segments can no longer be considered niche markets. They have indeed become an integral part of America’s new mainstream, and brands must adapt their business models accordingly if they want to stay relevant and grow. The ‘multicultural versus general market’ paradigm is rapidly becoming obsolete. Instead, marketers are starting to evolve their thinking toward ‘total market’ approaches that leverage similarities and at the same time respect cultural nuances across and within consumer segments, including the non-Hispanic white majority. This journey is not easy. It has implications on virtually every step of the marketing cycle, from earlystage research and product development to the creation of marketing and commercial programmes. It often requires a change in corporate culture, too. Drawing on extensive research and consulting work done by the author, this paper provides several guiding principles to help brand owners navigate this new normal and turn the challenges of marketing to a culturally diverse audience into growth opportunities.