Engaging with the New Mainstream

 Contributed by Edelman Multicultural

As the 2010 U.S. Census numbers continue to trickle in, there is a flurry of media coverage and discussion about the growth of the U.S. population. The New York Times and several other outlets have issued features discussing race in America. The numbers tell one story, but the realities behind the numbers are quite nuanced. From redefining what the South looks like to a new generation that can no longer just check one box to identify their ethnicity, one thing is for sure – times have changed.

As part of Edelman NEXT efforts to globalize, operationalize and dimensionalize our collaboration, process and client engagement efforts, there is a real opportunity to start within Edelman’s current client roster. Acknowledging our clients’ diverse audience base and delivering effective engagement strategies begins with each of us. We must revaluate our definition of core services to include expanded organic growth opportunities for our clients and Edelman as a whole.

From Starbucks to Best Buy and Merck to Johnson & Johnson, all of our clients have prior or current discussions, investments or history of commitment to multicultural engagement. The business opportunity for us to is to develop signature engagement programs for clients seeking to build deeper relationships with core multicultural communities and to enhance current programming for a TOTAL market approach. We do this be evaluating current programming assets, assessing the competitive set and delivering a mindful engagement strategy to fill the gap in a strategic and purposeful way.

With that in mind, here are some data points from the 2010 Census and implications to keep handy to help clients embrace multiculturalism as a growth strategy for their business and ours.

1) Fact: Multicultural audiences, including African Americans, Asians and Hispanics, account for 85 percent of all the growth in the U.S. in the last 10 years. (U.S. Census)

Implications: a) The social, economic and cultural ramifications of the data are already reshaping how Americans see themselves and marketers should follow by redefining strategy and programming.

b) Many businesses will need to re-evaluate their core audiences segments to help ensure they are optimizing engagement with these growing populations who also have growing purchasing power (Selig Institute).

2) Fact: Currently, the fastest growing group ― Hispanics ― are on track to exceed 50 million or roughly 1 in 6 Americans; among U.S. children, Hispanics are now roughly 1 in 4. (Hispanic Business)

Implications: Consider bicultural programs moving forward to ensure a widened reach and relevance. Look at spokespeople who can serve two or more media audiences so as not to lose out on half of a market in some cases.

3) Fact: Hispanics, African Americans and Asians, accounting for 104 million today, tend to be 5 to 10 years younger, on the average, than the general population. (U.S. Census)

Implication: Client programming targeting millennial youth MUST account for multicultural dimensions. Consider including Multicultural strategists at the onset of ideation sessions to ensure program reach and resonance.

4) Fact: Over all, the African American population grew by 11 percent in large metropolitan counties, but by 15 percent in adjacent smaller counties in the metropolitan area, suggesting a strong movement of African Americans to the suburbs. The top 10 fastest-growing areas were suburbs. (NY Times)

Implication: Multicultural does not always equal urban. We can expand traditional engagement beyond top 10 DMAs and include suburban areas and hyper local programming for increased reach and impact.