Since Census 2010 is coming out by the end of the year and most of the Census 2000 projections will either come to fruition or exceed the expectations, where does Advertising and Marketing stand in this?
The one universal feeling from attending Ad Week is that Multicultural Marketing is not putting a Caucasian American, African American, Hispanic American and Asian American in one commercial talking about how great their insurance agency is.
But here is the reality, our agency did some research and found out a “New Norm” is coming about. As the people immigrate to this country, they are becoming more “American” by the day such as my father, mother and grandparents did. The current campaigns that are out there are great concerning their languages and countries of origins, but marketers and advertisers are forgetting about one matter, they are going to have children. So the question is, are they American or the new Hybrid American? A few agencies I talked to about this wrote them off as American and threw them in the “melting pot.”
What baffles me is that after taking AP History in High School 15 years ago, this isn’t the first time a New Norm has happened. When immigration was on a rise in the early 1900s a new norm such as Italian-Americans, Irish-Americans, and Chinese-Americans were citizens of our great country.
Obviously marketing and advertising were not as sophisticated as it is today but we need to start going into a more common sense strategy to market to different cultures. Pending on which ethnic group you are reaching there is a multitude amount of media in the free market to reach the targeted demographic. You just have to make the best educated guess.
-Chris Estro
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