What's Cross-Cultural Marketing?

October 13, 2019

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Think of culture marketing as an opportunity to introduce yourself to people through content. It’s an organic way to give a human face to your brand and cultivate a more genuine relationship with not just the people who need your product/service but potential employees and collaborators.

In practice, it’s celebrating your company culture through content, offering a behind-the-scenes look at the people, places, and values that make your brand what it is. With the multicultural market expected to reach 79.1M by 2020, representing $4.6 trillion in total spending - these are today's, as well as tomorrow's, power consumers. Multicultural youths are the future of the U.S. - growing by over 2.3M every year. Hispanic Marketing  and  Marketing to African Americans and other influential ethnic groups requires a deep understanding of their specific cultures and the roles they play within their daily lives.

More than 58.9M U.S. Latinos. Purchasing power expected to reach $1.2 trillion. With stats like these, it soon may cost brands more to neglect this market than to invest in it. But “Latino” isn’t one generic community. It’s a multi-faceted audience, and reaching it means bridging language and lifestyle differences.

As a Latina marketer herself, Jocelyn needs a more nuanced approach to understand this important shift in cross-cultural marketing.

Jocelyn does her research and understands that the new post-ethnic segmentation schemas are being developed that address cultural fusion, mixed-race population growth and changing immigration trends. That's why she develops new cultural marketing strategies in cross-cultural/polycultural marketing.


Three trends have emerged that reflect these changes: fluid identity, retro acculturation, and reverse assimilation.


Fluid identity is a trend that reflects how more people are crisscrossing ethnic boundaries by identifying with one ethnicity in some contexts and a different ethnicity in others. A bicultural Latino is both American and Latino all the time but may identify as one vs. the other depending on the context. Identity is no longer a fixed or immutable property. It means people can be all or none of many things in the context in which it makes sense for them.


Retro-acculturation refers to the process of a minority group moving away from fully assimilating to a dominant, mainstream culture to rediscovering its roots and revive its cultural traditions.


Of all of these, reverse assimilation is the most relevant in this moment. We often assume culture flows in one direction from a dominant mainstream group to minority groups. Yet as minorities become the majority, cultural traditions of rapidly growing minority groups influence mainstream culture.

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