Hyper-Targeted Multicultural Marketing: 3 Audiences to Know

By Heather Bien

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Hyper-targeted marketing has never been more critical, particularly when it comes to connecting with the increasingly diverse population of the United States. In the 2020 census, nearly four out of 10 Americans identified as a race or ethnicity other than white.

For marketers, that means brands need to continue to expand efforts to not only speak to consumers in a way that respects cultural differences and sensitivities, but also recognizes the nuances within large demographic groups.

Today's marketers must go beyond flat demographics to inform their messaging, offers, customer experience and product development. To emphasize this point, Resonate recently conducted analyses of three multi-faceted multicultural segments to show the level of insights that can be put into action when you go deeper with your audience targeting. Here are the highlights below:

Gen X Asian-American Urban Dwellers

This audience represents a group of established high earners. These are established consumers who are well into their careers and have the spending power that comes with it. They are 96 percent more likely than the average consumer to have discretionary income of $100,000 or more, making them a high-value audience for brands and advertisers. Plus, they're likely to have kids at pivotal stages in their lives — driving for the first time or going away to college. These consumers have full lives with family, travel and hobbies — all of which give advertisers resonant angles to take in connecting with them.

Resonate's personal values data shows that this group is driven by proving themselves in the world – and hope those around them recognize that trait. However, at the end of the day, most of their purchases aren't luxurious. They focus on the decisions that are practical for their family. They drive Toyotas, shop at Costco, and love a Dunkin' coffee.

Over-the-top luxury messaging won't hit home with this group. Ad creative should show people like them –– happy, upper-middle-class families who are working hard, raising children, and using products to further that lifestyle dream.

Gen Z Black Full-Time Students

This demographic are political activists in time of transition. They are attending college and pursuing graduate degrees, looking for new jobs, and heading into their adult lives. However, they're less optimistic than the average American –– as such, they want to do something about it and change the world for the better. For instance, this demographic believes in taking the actions to make a difference, from signing petitions to protesting.

They're also a dynamic audience with varied spending interests. They're more likely than the average consumer to have spent more than $200 on cosmetics in the past three months, but they are also 65 percent more likely to donate money to green causes. Brands need to appeal to all their sides. Notably, taking a stand with Black Lives Matter won't go unnoticed, as they are 47 percent more likely to buy from a brand that supports BLM.

This group is well-rounded, with an eye toward achievement and finding their social and professional footing — while also pursuing romance, excitement, and creativity. Your brand's messaging should appeal to all facets of their personality. As students, it's not surprising that their top brands are all leaders in the athleisure world — Athleta, Adidas and Champion.

But can these brands solidify their standing with these consumers by creating an innovative, unique product that catches this customer's eye? To do so, brands need to go bold, be artistic and embrace excitement.

Millennial Mexican-American Parents of Small Children

These middle-income parents are creating their own family traditions — and are actively growing their families and establishing their place in the world as parents. About 30 percent have disposable income between $20,000 and $39,000; much of this is allocated toward spending on their children. For example, they're 214 percent more likely than the average consumer to buy baby products online, and they tend to purchase these at Kohl's, Walmart, and Target.

If a brand wants to create messaging that's going to resonate with this audience, it needs to focus on family — specifically their children. They need products that save them time and are safe for their kids. They also like family-friendly chains like McDonald's and California Pizza Kitchen. With children under age five , what matters to this group is keeping their family healthy and happy. Bring that through in terms of both creative and customer experience.

Key Takeaway

Hyper-targeted audiences such as the three presented here are vital for marketers. They introduce brands to a specific audience and provide a more-holistic picture of a consumer. But marketers need to take these types of audiences a step further by understanding how they fit within their customer base, which can be achieved through first-party data onboarding.

If you're going to keep up and connect in an increasingly diverse and multicultural world, you need to understand people. It's time for your multicultural audience targeting to go more than skin deep.

Heather Bien is a senior content marketing manager at Resonate.

The views and opinions expressed in Marketing Maestros are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.