Crossculturalism is about a new generation of Americans. A new generation that has a completely different view of what’s cool, who’s cool, and why it’s cool.
percent of 18-24 years olds are multicultural 40
multicultural audiences are key authors
of the new mainstream so what role do they play in adver:sing?
the old model
Asian
AA Hispanic
general market culture
Hispanic campaign
Asian campaign
AA campaign
general market CAMPAIGN
a new model
Asian
AA Hispanic
general market culture
Hispanic insight/ lifestyle
Asian insight/ lifestyle
total market CAMPAIGN
AA insight/ lifestyle
It’s not just about targe:ng mul:cultural
audiences. It’s about leveraging them.
crossculturalism
• A fun, yet insighHul look at how culture is created today
• Inspira:on for brands to embrace mul:culturalism in a total market approach
What this presentation is
What this presentation is not • A boring data dump that will leave you wishing you aJended