What Companies Get Wrong When Marketing to Minorities

(Businessweek) — Karen E. Klein: What do you see U.S. companies doing in terms of marketing to African American, Hispanic, Asian American, and Native American consumers?

Ricardo De La Blanca Brigati: You would think that aggressively targeting these changing American consumers would be priority one for business. But unfortunately many make little effort beyond replacing a Caucasian spokesperson with a minority.  Another thing I see in multicultural marketing is focusing on helping poor people in sad situations. It is shocking. When I see an image of someone in a Hispanic marketing campaign, the people are not really good-looking. Why would you show an image of a person that no one wants to look like or be?

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