WI Hispanic Strategist Rochelle Newman-Carrasco comments on “Why Brands Should Move Away From Total Market Mindset”

WI Hispanic Strategist Rochelle Newman-Carrasco comments on “Why Brands Should Move Away From Total Market Mindset”

For decades, brands have struggled to find ways to reach multicultural audiences. Initially, the most popular strategy was to separate the “general market” from the “multicultural market” — in other words, to advertise differently to white consumers than to Hispanics, African Americans, or Asian Americans. Several years ago, this approach began to fall out of favor, and was replaced by what’s known as the “total market approach.” However, remarkably few brands seem to fully understand what this strategy entails, and have instead used it as a justification for continuing to underspend on advertising that appeals to multicultural audiences.

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