The Impact Of Diversity On Strategic Marketing

Decent Essays
The impact of diversity in strategic marketing in today’s society has increased in the American population. Before we get in depth with this let’s find out what is diversity marketing according to (diversity marketing) Customers in different cultures have different values, experiences, expectations, and ways of interacting. Even within a culture, such differences will be apparent between different subgroups not just ethnicity, but also age, gender, profession, religion, family size, physical environment, and more.

Diversity marketing involves acknowledging that marketing and advertising must offer alternative ways of communicating to these diverse groups. With that knowledge, diversity marketers aim to develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market. Also fifty years ago, a company could be successful marketing only to WASPs (White Anglo-Saxon Protestants), since they represented the majority of the consumer market. Eventually, some companies realized that the business potential of marketing to the African-American population as well, and several efforts at multicultural marketing were attempted but a company could still experience success without it. (diversity marketing)

Currently, diversity marketing is employed by any business seeking to reach new customers in different racial, ethnic, cultural, or social groups. It is particularly important when interacting with the global marketplace, as
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