I once read an article about the so-called American cultural Melting Pot, and how people had forecasted one day that the US would be less of a Melting Pot and more of a “Salad Bowl” –- Everyone would mix, but they would preserve and respect each other's cultures. That’s where we are today. Even for those of us who grew up not long ago in the 80’s, there was a fear and rejection of people and ideas different from the average. Today the US is (thankfully) more open-minded. There is this mass acceptance of all cultures, religions, and traditions and people actively seek to know more about other people. Americans, regardless of their ethnicity or upbringing, are increasingly interested in cross-cultural events, films, customs, languages, and travel.
From a marketing perspective, advertising to audiences based solely on sex, age, or income is no longer enough. The average consumer is desensitized to marketing that isn’t specific to them. They’ve seen it forever. It’s no longer just about creativity –- It’s about connection now. Whether it’s language, images, or other cultural aspects that makes marketing successful, we’ve got to connect because the cultural consumer is a powerful one.
Comments