Actually, the new General Market is the Total Market, and it’s reflective of consumers’ diverse backgrounds and cultures. Our content programs need to mirror that.
The U.S. is more diverse now than at any other time in history, and we have to stay relevant by using a diverse and inclusive lens on every campaign, every promotion, every story and every piece of content. Diversity extends beyond strict definitions of language, race and ethnicity; instead, it embraces a true cultural movement.
Gilbert Dávila, chair of the Association of National Advertisers Multicultural Marketing and Diversity Committee, put it this way: “We can reach and connect with ALL consumers in relevant and meaningful ways ultimately lifting corporate growth. ALL is the critical word. Today’s modern family is highly multicultural by nature and our work must reflect that in order to be relevant and inclusive. Recognizing diversity is no longer enough—we must incorporate it and celebrate it. Everyone should feel included and valued.”