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The changing multicultural marketing landscape

Author

Listed:
  • Morse, David R.

    (Adjunct Professor of Marketing Research, Grand Canyon University, USA)

Abstract

Within the USA, 2020 was a turning point in terms of attitudes toward race, racism and social justice, particularly among whites. After a horrified nation, indeed world, watched the brutal murder of George Floyd at the hands of police officers, and the growing support extended to the Black Lives Matter movement, Americans began to look toward their brands to take on systemic racism and promote the wellbeing of people of colour, as well as the LGBTQ and gender non-binary communities. As companies’ diversity, equity and inclusion initiatives become increasingly visible and important to customers, as well as employees, the business of multicultural marketing is likely to change. This paper examines the evolution of the multicultural marketing industry over the past 25 years, where it is in 2021, and the direction it is likely to go, given an increasing focus on racial equality amid stark attitudinal divisions.

Suggested Citation

  • Morse, David R., 2021. "The changing multicultural marketing landscape," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 6(1), pages 39-44, November.
    • Handle: RePEc:aza:jcms00:y:2021:v:6:i:1:p:39-44
    as

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    More about this item

    Keywords

    multicultural; marketing; DEI; diversity; equity; inclusion;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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