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Fighting Bias: Combating Stereotypes Around Multicultural Consumers to Target Them in All the Right Ways

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Adding a Latinx celebrity to an existing campaign, then calling it a day, is one way to try your hand at multicultural marketing. But that doesn’t speak to diverse audiences--at least not in the right way, and not with the right tone.

As marketers, we have a collective responsibility to understand and serve our customers in all the right ways, which includes ensuring we properly understand our audiences, their needs and their cultural nuances so that we can use elements which speak to them specifically. 

After this session, you will have an enhanced understanding of:

  • How to recognize when you are tapping into damaging stereotypes

  • How to implement key motivators that keep audiences and their attention, as opposed to turning them away 

  • How brands can benefit from properly connecting with multicultural audiences

  • How to build long-term relationships with Latinx creators

  • How to turn stereotypes figures into heroes  


 

Yendy Rojo
Associate Director of Social Media
Orci

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