Edelman’s Multicultural Communication Practice: Expanding Trust through Inclusive Marketing & DEI
According to The Brookings Institute, the Census Bureau projects that Black, Latinx, Asian Pacific Islander, and Indigenous Americans will make up the population majority in the U.S. by the year 2045. And beyond the U.S., the rapid expansion of connectivity is giving rise and visibility to new forms of cultural diversity and identity. This has significant implications for not only brands and their consumer bases, but also for businesses and their workforces. And for brands and businesses to remain competitive—both in the U.S. and globally—engaging with multicultural audiences is no longer an option, but a requirement for long-term growth and success.
Edelman's Multicultural Communication Practice comprises 40+ experts who take a bold, culture-fueled approach to help brands and businesses authentically earn cultural relevancy and trust with Black, Latinx, Asian Pacific Islander, Indigenous American and other emerging majority audiences. Our work is intersectional, engaging LGBTQIA+ communities, people with disabilities, and other historically excluded demographics.
As part of the world’s largest communications firm, we deliver integrated support across all our practice areas, including:
New Jingle for a New Era
When a viral video resurfaced the racist origins of the minstrel tune “Turkey in the Straw” we knew Good Humor had the opportunity and responsibility to respond with a solution that spread joy, in a moment when the country needed it most. Our idea was simple: join forces with an iconic Black artist to create a jingle that represents all communities.Learn more
Hair Love “For Your Consideration” Campaign
When Hair Love was nominated for an Oscar, we saw an opportunity to take our message to a grand stage, getting the CROWN Act into the spotlight for a tidal wave of awareness and engagement across our key targets: Black women, White allies, lawmakers and key opinion leaders.Learn More
In the wake of the brutal killings of George Floyd, Ahmaud Arbery, Breonna Taylor, among countless other Black Americans, and the subsequent protests across the country, we have conducted an Edelman Trust Barometer flash poll over the June 5-7 weekend, surveying 2,000, diverse respondents across America.
What cannot be denied: The tide toward social activism for brands—one we’ve observed for many years—is coming to shore and it's here to stay. Not only are consumers demanding immediate action, they are also looking for a sustained movement in how brands think and communicate.