Chapter 44. Out with the ketchup, in with the salsa
Marketers cannot ignore the stunning diversity of cultures that are reshaping mainstream society. Ethnic minorities spend more than $600 billion a year on products and services, so firms must tailor products and communications strategies to their unique needs. Immigrants now make up 10 percent of the U.S. population and will account for 13 percent by 2050.
This important change encourages advertisers to rethink their old strategies, which assumed that virtually all of their customers were Caucasians hailing from Western Europe. For example, as part of Crest toothpaste’s fiftieth-anniversary celebration, Procter & Gamble revived its “Crest Kid,” who first appeared as an apple-cheeked urchin that ...
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