Census data projects that by 2045, the majority of the U.S. population will be multicultural. While we’ve spent the past decades educating clients and partners about the tremendous purchasing power that diverse audiences wield, the years between now and 2045 will be about taking action to prepare for the next frontier of inclusive marketing.

EVALUATE YOUR ADVERTISING EFFORTS

As the traditional definition of “multicultural” continues to broaden beyond ethnicity to encapsulate other under-represented segments (all ages, orientations, abilities and more), brands need to take stock of their advertising efforts to consider what margins of society they may be overlooking.

D&I WILL FUTURE-PROOF YOUR BUSINESS

Marketers that acknowledge and cater to under-represented groups will get recognition from consumers across the board. We saw ample inclusive/accessible tech on the show floor this year, including CES exhibitors showcasing products that service minority audiences specifically, such as healthcare tech created for people living with dementia. We also saw more discussions around the importance of inclusion and marketing to all, including a dedicated CES “Innovation for All” conference track created by the CTA (Consumer Technology Association). Companies are now thinking of diversity and inclusion as mainstays of their innovation and future-proofing efforts — a positive shift as we move towards a majority multicultural future.

Lisa Torres, President, Multicultural, Publicis Media

Read more from our CES 2020 Trends & Insights Report here.