by sparkleinsights_5n3820 | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing
By Roben Allong, robena@lightbeamnyc.com, Patricia Lopez, plopezx2@hotmail.com, Iris Yim, iris@sparkleinsights.com COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is...
by sparkleinsights_5n3820 | Dec 5, 2017 | Blog, Multicultural Marketing, Popular Culture
The marketing industry has been dominated by the idea of Total Market in the past few years. While the definition of Total Market is still being debated, the gist of the argument goes like this: With the changing demographics (minority consumers becoming the majority...
by sparkleinsights_5n3820 | Dec 3, 2017 | Asian American, Blog, Multicultural Marketing
News coverage of this November elections has focused on how Democrats fared in the first tests of Trump’s impact. Something else close to home also caught my attention. Hongbin Gu, a UNC associate professor and immigrant from China, was elected as a Chapel Hill...
by sparkleinsights_5n3820 | Nov 17, 2017 | Asian American, Blog, Multicultural Marketing
I recently had the opportunity to attend a media roundtable discussion hosted by the Asian American Advertising Federation and sponsored by AARP at the Japanese American National Museum in Los Angeles on Nov. 2, 2017. Going into the roundtable discussion with the news...
by sparkleinsights_5n3820 | Jun 16, 2017 | Asian American, Blog, Multicultural Marketing
During the past few years, there has been a lot of debate on various approaches to marketing to today’s multicultural, minority-majority consumers, namely, whether a segmented/targeted approach or a Total Market approach would be more effective. At the heart of...
by sparkleinsights_5n3820 | Jan 17, 2017 | Blog, Hispanic, Multicultural Marketing
Over the past two decades, multicultural marketing discussions and strategy have evolved in many aspects. This can be observed in the US, where marketing has shifted from a segmented approach targeting specifically either the Hispanic, African American, Asian...
