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Reframing Multicultural Marketing for a New Era

by Sparkle Insights | Mar 5, 2025 | Multicultural Marketing

By Iris Yim   In recent years, the landscape of DEI initiatives and multicultural marketing has faced increasing scrutiny and pushback, often labeled under the controversial banner of being “woke.” This backlash reflects a growing sentiment among some...
DEI Research Do’s and Don’ts

DEI Research Do’s and Don’ts

by Sparkle Insights | Nov 2, 2021 | African American, Asian American, Hispanic, Multicultural Marketing

By Iris Yim More than a year and a half later, we’re still living in the middle of the pandemic. The pandemic no doubt has left indelible marks on every aspect of our lives, and along with it the way to communicate and engage consumers. The pandemic has exposed...
One Size Doesn’t Fit All Part 2:  The Rise of Cultural Empathy and its Implications for Marketing Research and Marketing

One Size Doesn’t Fit All Part 2: The Rise of Cultural Empathy and its Implications for Marketing Research and Marketing

by Sparkle Insights | Jul 29, 2021 | African American, Asian American, Hispanic, Multicultural Marketing

By Roben Allong, Iris Yim, Patricia Lopez This article is a follow-up article to an article published last year. This article is also published in the July issue of Quirk’s magazine. Here is the link to the article https://lnkd.in/eHyMkNf Covid’s after-effects...
One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

One size doesn’t fit all – Post Covid-19 Implications for Marketing Research and Marketing

by Sparkle Insights | Apr 20, 2020 | African American, Asian American, Blog, Hispanic, Multicultural Marketing

By Roben Allong,  Patricia Lopez, Iris Yim   COVID-19 has been a jarring wakeup call. While the idea of traditional research on ethnic consumers and their disparate COVID-19 experiences is certainly not a groundbreaking proposition, what clearly will be evident...
Total market research – how to conduct multicultural research without losing the cultural insights

Total market research – how to conduct multicultural research without losing the cultural insights

by Sparkle Insights | Sep 7, 2018 | Multicultural Marketing

The Total Market debate has been going on for a while so much so that it spawned an organization to tackle the issue – Alliance for Inclusive and Multicultural Marketing (AIMM) under Association of National Advertisers. There are different names for...

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