Key takeaways

• Multicultural marketing builds trust and relatability by recognising and respecting cultural and ethnic differences – something today’s audiences increasingly expect from brands.
• Representation matters: Diverse teams and inclusive campaigns with relevant imagery and language are more effective at connecting with and converting audiences.
• Authenticity is key: Successful multicultural marketing requires real insight from lived experiences, either through a diverse team or direct engagement with underrepresented groups.

How to relate to your audience in marketing

Brands are always on the lookout for the latest marketing trends and tactics that can be used to target their audience. The challenge with chasing trends is that they move fast, and so do the tactics. One thing to note is that understanding and relating to your audience is crucial. 

Relating and segmenting your actions to suit your audience builds trust and increases the likelihood of conversion. However, as audiences may vary, especially in terms of culture, ethnicity, and other factors, we need to adjust to each of these areas specifically. This is what we refer to as multicultural marketing.

How do you define Multicultural Marketing?

Multicultural marketing is a marketing strategy that targets audiences by considering their ethnicity and culture. This approach gives you more relatability and shows that your brand recognises differences and embraces them. Moreover, showing that you’re multicultural isn’t just a tactic to gain trust; it has become a must-have for brands.

Why is Multicultural Marketing important?

When creating a marketing campaign, it is essential to understand and consider diverse cultures and ethnicities to effectively appeal to various groups and demonstrate cultural sensitivity.

In a recent survey, 75% of participants agreed that they are more likely to purchase from a brand that has people who look like them represented in the ads^[1]. It was also found that diverse imagery (51%),  and inclusive language (44%) are two of the most essential components of the marketing message^[1]. This shows that people find it important to feel included and relatable when buying from a brand, which can be achieved through multicultural marketing.
 

What’s the problem?

Although multicultural marketing has become an essential part of a brand, some people believe it can be achieved through general market efforts. It can’t. A diverse team is needed to provide diverse and personalised perspectives on these strategies. 

Many corporations are lacking representation in their workforce, which leads to non-diverse and non-inclusive marketing campaigns. This lack of awareness can lead to campaigns that don’t work and reduce the brand’s potential to reach more audiences. 

How do you implement Multicultural Marketing?

1. Build a diverse and culturally-aware team
To create authentic multicultural campaigns, your team needs to reflect the diversity of the audiences you're trying to reach. Speaking your audience’s language isn’t just about words—it’s about understanding their culture, values, and lived experiences. Without that insight, content can come across as performative or inauthentic. Ensure your team includes people who can genuinely represent and relate to the cultures you're targeting.

2. Research beyond your team
It's not always possible to have every culture represented within your team. In those cases, go deeper: conduct focused market research, observe community behaviors, and—most importantly—interview individuals from those cultural backgrounds. First-hand insights are crucial for understanding your audience on a deeper level and creating campaigns that resonate.

3. Review and refine with cultural sensitivity
Before launching any campaign, double- and triple-check your messaging, visuals, and tone for cultural sensitivity. Share your content with individuals from the target group to get their feedback. They may catch nuances or potential issues that your internal team could miss. This step helps you avoid missteps and ensures your campaign is respectful and well-received.

Bringing your brand to the world with Mo Works

At Mo Works, our diverse, multicultural team speaks over 10 languages and brings a wealth of cultural perspectives to every project. With experience across a wide range of high-quality, inclusive campaigns, we’re equipped with the skills, creativity, and insight needed to connect your brand with global audiences in a meaningful and authentic way.

Let’s work together!

References

1. Iterable. 2021. 6 Insights From Iterable’s 2021 Consumer Psychology Poll. https://iterable.com/blog/6-insights-from-iterables-2021-consumer-psychology-poll/
2. Clifford Chi. 2019. Multicultural Marketing: What It Is, Why You Should Do It, and How to Do It The Right Way. https://blog.hubspot.com/marketing/multicultural-marketing