Multicultural Marketing Resources

These guides, reports, videos and infographics will prepare and inspire you to create authentic and business-driving strategies that engage diverse audiences. You’ll find data-fueled insights on the media consumption, viewing behaviors and preferences of Black, Hispanic, Asian, Indigenous American and LGBTQ+ consumers.

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Business Outcomes Engaging Diverse Audiences Streaming Additional Resources

Business Outcomes

Learn how inclusive campaigns drive business outcomes all throughout the funnel.

How Will Engaging Hispanic Shoppers Help Me Win the Holiday Season?

Insights to sharpen holiday season campaigns and prospecting strategies.

6 Strategies for Developing Inclusive Campaigns that Drive Outcomes

Learn why inclusive messaging is the key to resonating with consumers across a variety of cultures, backgrounds and points of view.

How Can Being More Authentic and Culturally Relevant in my Advertising Strategy Lead to Incremental Impact?

Watch this panel from VAB's Diversity Leadership Summit that provides lessons from brands and marketing campaigns that have successfully embraced inclusivity in their communications, you'll also learn how to apply to your own strategies and plans and correlate inclusion to business outcomes.

The Business & Branding Benefits of Inclusive Marketing Campaigns

Watch this panel from VAB's Diversity Leadership Summit that provides lessons from brands and marketing campaigns that are successfully embracing inclusivity in their communications, you'll also learn how to apply to your own strategies and plans and correlate inclusion to business outcomes.

Do the Right Thing: How Embracing Diversity and Inclusion in Campaigns Drives Brand Outcomes.

20+ case studies that clearly illustrate the benefits of inclusivity. No matter what goals or KPIs you need to deliver, from awareness through to sales, there is a clear correlation between “doing the right thing” and business success.

Discover the Difference: How Culturally Relevant Video Drives Action By Multicultural Audiences.

Results of a custom study of over 1,000 adults, with a focus on Black, Hispanic and Asian Americans, to better understand how culturally relevant premium video inspires purchase decisions and social involvement.

A Second Look: 10 Slides to Diversify Your Marketing Strategy

These most requested and talked about slides examine the media behaviors of Black, Hispanic and Asian consumers, providing marketers with tangible, actionable insights to help them stay updated and informed.

Start Your Engines: How TV Accelerates Automotive Buyers‘ Path to Purchase

In this custom VAB study of likely auto shoppers, we examine the influence of media channels through the consumer’s decision-making process.

Engaging Diverse Audiences

Insights detailing different strategies to best reach and engage multicultural audiences.

7 Ways for Brands to Successfully Engage Diverse Audiences

7 ways brands can effectively engage diverse audiences, supported by key stats and insights. Set yourself up for success by incorporating these strategies into your marketing plans.

What does authentic representation mean to diverse audiences?

Watch this panel from VAB's Diversity Leadership Summit with brand leaders that shares the work done by ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) to create a more quitable playing field for all.

The Best Seats in the House: A Custom Study Exploring Sports Fans’ Viewing Preferences.

To understand more about the where, how, why and who is viewing live sports, VAB conducted a custom research study of over 1,000 sports fans, ranging from casual to avid with additional analysis across age, gender, and ethnicity.

What does authentic representation mean to diverse audiences?

Quotes and experiences directly from Black, Hispanic, Asian, Indigenous American and LGBTQ+ audiences so you can better understand how these audiences define ‘representation’ and why accurate portrayals of all identities is so important in programming and advertising.

What is the market opportunity for the LGBTQ+ community?

The latest demographics and buying styles of the LGBTQ+ community, giving you a deeper understanding of them as consumers and the opportunity to better engage them.

How can I best use video to connect with influential Asian American consumers?

View in detail the video viewing habits, programming preferences and advertising expectations of Asian Americans.

How Can My Brand Leverage the Strength of the Rising Latina Consumer Through Video?

Brands can drive positive business results by gaining the trust of the highly influential Latina American consumer.

How does on-screen representation deepen engagement with Black consumers and drive business impact for brands?

Unlock insights that will allow you to drive awareness, strengthen engagement and boost positive business outcomes among Black Americans.

An American Phenomenon: The Growing Influence and Value of Asian American Consumers

Learn the importance and influence of Asian-Americans, why they are such a lucrative group for marketers and how brands can authentically connect with them.

Committed: Exploring Multicultural Viewers’ Passionate Relationship with TV Programming

Analysis of the emotional ties that Black and Hispanic viewers have to ad-supported TV while highlighting the decidedly different levels in which multicultural viewers relate to their favorite programs versus the non-Hispanic White demographic.

Engaging Black Consumers

Learn about Black consumers’ significant spending power and offer marketers specific ways to best engage them. From creative messaging to media mix to programming, we share with you what’s proven to be the most meaningful and likely to drive business outcomes.

Bridging the Gap: Utilizing Addressable TV To Extend Hispanic-Targeted Reach

Learn how the precision targeting of Addressable TV can be utilized to deliver incremental reach, relevancy and personalization against Spanish-speaking Hispanics with minimal wasted impressions against other segmentations.

TV @ the Epicenter of American Society: Driving Commerce, Communal Experiences, Culture and Change

See how TV drives commerce, communal experiences, culture and change.

The Surround Sound of Cinema: Examining How Movies Permeate American Culture

Learn how cinema has the ability to create cultural phenomena and it delivers a mass audience of the most passionate, engaged, rabid fans anywhere.

Streaming

Marketers can use the continuously growing streaming ecosystem to target and engage diverse audiences.

A Trillion Dollar Opportunity: How to Connect with Hispanic Consumers Through Streaming

Insights into how you can engage the Hispanic audience through streaming video and access a trillion dollars of consumer spending. Learn what Hispanic streamers are looking for from their viewing experiences, ranging from content preferences to their ad experience.

What Types of Content Are Diverse Audiences More Likely to Stream?

For five audience groups, including Blacks, Hispanics, Asians, Native Americans, and LGBTQ, this quick insights piece will highlight the streaming content they are more likely to watch as compared to other audiences.

Diversity, Equity, Inclusion & Belonging in Streaming

Learn about the unique opportunities for marketers to expand their audiences by authentically connecting with multicultural consumers.

Additional Resources

VAB IMPACT Diversity Leadership Summit

11 conversations told through industry professionals are to inspire actionable shifts in mindset and offer practical guidance to spark meaningful action. Together, we will illuminate the path forward on prioritizing diversity, driving inclusivity, and instilling a feeling of belonging in the workplace, in our lives and beyond.

Audience Migration: Leveraging Population Shifts To Unlock $4 Trillion In Buying Power

Adults over 50 represent nearly half the adult population and represent 4 out of every 10 dollars spent in the U.S. – nearly $4 trillion dollars a year. This guide offers the analysis you need to unlock these lucrative consumers using an audience-first approach.

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