In the current social and political climate, it’s critical for brands to understand where their relationship stands with key consumers. This is especially important for multicultural consumers who are no longer a “nice to have,” but a “need to have” segment of any brands’ customer base. And as this consumer becomes an increasingly vocal and influential force in all aspects of society, it is imperative that brands understand how to connect effectively and build meaningful relationships with diverse consumers.
That’s why Edelman’s first-ever Earned Brand U.S. Multicultural study focuses on examining how African-American and Latino consumers relate to their favorite brands, and what makes them become loyal customers and advocates for a brand. This report also offers insights into what really matters to these individuals and identifies the drivers that will strengthen the consumer-brand relationship across seven dimensions:
The Edelman Brand Relationship Index (EBRI) measures brands’ performance against each of these seven dimensions and offers an overall score that represents the average relationship quality that brands have attained within the multicultural segment.
The report found that Latinos and African-Americans have a more evolved relationship with the brands they care about, getting closer to the goal of full commitment with their brands. With an EBRI score of 45 (compared to 38 for Non-Hispanic Whites), both the Latino and African-American segments are “Invested” with their favorite brands, meaning that not only are they actively choosing them over their competitors, and like what they stand for, but they also have a deeper connection to the brands’ present and future – they are in it together.
It is imperative for brands and marketers to remember one size does not fit all when engaging diverse consumers. Brands must take a culturally-informed communications marketing approach toward engagement, rooting all efforts in cultural intelligence to connect with and engage with diverse audiences.
Here are five key takeaways about multicultural consumers from the report:
Yocasta Shames is a senior vice president, Edelman New York.