Why ‘multicultural market’ is inaccurate—three ways to replace it

When the advertising industry uses “multicultural” market, what is it referring to? A subsection of the globe, perhaps, for which a more specific term would work better? Or “Hispanic market,” which was the phrase used before adland opted for multicultural?

Advertising has a problem when it uses multicultural market. This confusion directly impedes how brands understand their audiences at scale. We know that no two countries are the same, and that multiple cultures are represented within their borders. Why do we try to link, for instance, Brazil, Argentina and Venezuela—and then throw in Mexico and Cuba—with the same creative touchpoints from ad concept to production to music?

With continued education, a fresh mindset and by checking our ethnocentrism at the door, we can begin to tackle the industry-wide issue of the “multicultural market” moniker. Here are three ways to get started:

Stop overgeneralizing

To be clear, the real solve is not overgeneralizing swathes of countries with one market name. It’s not the U.S. advertising industry’s job to educate the American population about Hispanic culture, per se, but when you try to target Hispanics as a single community, you risk using an overabundance of cultural touchstones from one country and alienating another country in the process. Or, more drastically, targeting Latinos and calling them Hispanic and vice-versa.

For clarification, Hispanic refers to being born in a former Spanish colony. Hispanic is not a race or ethnicity. Latino refers to being born into a Latin American country, or the culture of one, which are not Hispanic countries by default. I, a Brazilian, am not Hispanic because Brazil was a former colony of Portugal.

R&D helps agencies understand the nuances that allow them to avoid, say, using words that are common in one culture and NSFW slang in another. It wouldn’t make sense to play Brazilian Samba music in an ad meant to portray Mexico, as much as it wouldn’t make sense to have Mariachi music appear in an ad describing Brazilians. I’ve seen it.

Empower Latino and Hispanic employees or consultants to share their perspectives

While representation is rising, the numbers are still comparatively low. In advertising, according to the 2022 HMC Hispanic Marketing Guide, “nine out of 10 chief executives and advertising promotions, sales and marketing managers are non-Hispanic white.” Only 3% of CEOs are Black, Asian and/or multiethnic. Assuming you walk the talk and have Hispanic or Latino members of your marketing team, empower them to share their knowledge regardless of title. If your team does not include these voices, bring in a consultant who can offer insights.

Re-examine the term “general market”

For many, the category “general market” means the U.S. market, which betrays a culture of ethnocentrism in advertising. Within the U.S. different lifestyles and behavior patterns abound, making the market share already too broad a scope. Without changing what it stands for, we can perhaps find a more specific name.

When beginning to plan concepts for clients, don’t think in market terms. Look into ethnicities and ages, size representation and other qualities as they relate to the specific target culture. If a brand wants to target multiple cultures, highlight qualities they share and that all audiences can comprehend. As much as they are different, many cultures share similar values and understandings and resonate with moving images as all humans would. Leaning into those can help brands bridge multiple cultures with one campaign if they need to.

As much as I would love to stand on a podium and proclaim I have all the answers, surmounting advertising’s cultural marketing problems will take a collective effort. Trust the experts as much as the members of your own team with lived experience. Be careful not to generalize your audience; work to truly see and understand it. Amid the rat race of deadlines and demands, shortcuts do more than produce lower-quality creative work—they risk damaging a brand’s reputation with a viewership they are not careful to accurately understand.