The changing multicultural marketing landscape

David R. Morse
Additional contact information
David R. Morse: Adjunct Professor of Marketing Research, Grand Canyon University, USA

Journal of Cultural Marketing Strategy, 2021, vol. 6, issue 1, 39-44

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.

Keywords: multicultural; marketing; DEI; diversity; equity; inclusion (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6650/download/ (application/pdf)
https://hstalks.com/article/6650/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2021:v:6:i:1:p:39-44

Access Statistics for this article

More articles in Journal of Cultural Marketing Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().