In theory, for most of us diversity always "sounds" good - diversity of thought, experience, upbringing, socioeconomic background, age, race, gender, religion, sexual orientation and so on. And our post-Civil Rights cultural aspirations of becoming the true "melting pot" that we have long touted have further encouraged those of us who believe in the value of diversity and multiculturalism to truly champion it and those of us who don't to be savvy enough to know that showing a contrary view isn't as acceptable in the mainstream as it once was. But political or cultural correctness aside, we can't ignore some of this research that goes beyond the latest feel-good campaign or market-opportunity approach...to directly address how some people really feel about this issue.

I'll admit to having once or twice (or thrice) winced at the concept of someone not "getting" the social significance and business value of multiculturalism, but I think these findings present an important wake-up call for us as marketers. As we develop our strategies and programming, we must remain ever more conscious of our audiences - yes, back to Communications 101. We do ourselves a disservice when we allow population statistics, an increased dialogue around an issue and a vacillating acceptance of it to serve as a false comfort zone for us. These elements - while extremely critical in the continual building of the case for multicultural programming and maintaining awareness of the ongoing need for it - do not equate to an increased understanding of value among those we are trying to reach - in boardrooms or in neighborhoods.

Thus, I think one of the lessons to be gained here is that it's not enough for us to operate under the assumption that once we obtain sign-off on these initiatives, that employees, consumers and other stakeholders will "get" multicultural marketing and "why" it is meaningful - not just to target populations, but to our society and socialization as a whole. We must remain cognizant that the education process is continual...which of course means ongoing demonstration internally of the impact and ROI of such targeting, as well as making a strategic business case. But I think it also means not forgetting that, externally, as the concept of diversity has advanced in the past 20 years or so, many Americans (especially those not part of the more transcultural youth demographic) are still figuring out what diversity means for and to them, their communities, their families/friends, their lifestyles, etc. Now, I'm by no means saying that is or should ever be an excuse for bigotry or intolerance. But by actively recognizing, accepting and incorporating that insight into our program development, I offer that there is also tremendous opportunity for marketers to create programs that challenge an ambivalent acceptance of multiculturalism...and that aim to help foster a better understanding of its value that can ultimately lead to real integration and embracing of these efforts beyond the companies we represent.

I accept that in our discipline we will likely never be required to know rocket science, find a cure for cancer, or save the world. But I am confident that this is an area where we can work to shift the national consciousness and elevate understanding of value. I really like Putnam's reference to the need to "broaden our notion of we"...but until we do, I think it is vital for us not to forget - as we are stowed away in our think tanks - that there are still a number of real world issues confronting us regarding multiculturalism (and the true acceptance of it) when we execute any program.

While we certainly cannot fill policy gaps, how can we use our roles to infuse messages of "community" and "connectedness" within truly diverse environments that sometimes lack trust due to "real world" issues (such as inequality, cultural barriers, etc.)? How do we position our clients and our companies as enablers of solutions, not problems? I believe that the ultimate brand loyalty is built when a company can successfully demonstrate its understanding of its audience beyond consumerism and begin to connect and resonate on more significant levels of purpose and advancement of understanding. And in this case specifically, I'm convinced in the coming years - with increases in globalization, U.S. immigration, and a much savvier consumer base - there will be a need for us to provide solutions that establish stronger connection points across cultures (as much as any communications effort has the ability to do). By better integrating our professional expertise with our basic human sensibilities to recognize that need, we'll have a key opportunity to help foster (via consumer, employee, CSR or other initiatives) an enhanced understanding of multiculturalism as indeed a "strength" not only for our companies or brands, but for us all.

So, to answer the question I posed in the title, no - I don't think multiculturalism has become too PC to be effective...and I hope we haven't either. I'm with Putnam...we "don't do ourselves any favor by denying that building a diverse society is a difficult task"...I know it won't be easy. It never has...but we are in a stronger position now than ever from a corporate perspective to align ourselves with that purpose and directly influence it. I'm up for it...are you?