lisa Torres 1
Publicis Groupe has published its CES 2020 Trends & Insights Report, in which Lisa Torres, president, multicultural, at Publicis Media in the US, looks to the future with a reflection titled See All, Reach All: Marketing to the Majority. “Census data projects that by 2045 the majority of the US population will be multicultural. While we’ve spent the past decades educating clients and partners about the tremendous purchasing power that diverse audiences wield, the years between now and 2045 will be about taking action to prepare for the next frontier of inclusive marketing,” Torres says. Her first recommendation is to evaluate current marketing efforts: “As the traditional definition of ’multicultural’ continues to broaden beyond ethnicity to encapsulate other under-represented segments (all ages, orientations, abilities and more), brands need to take stock of their advertising efforts to consider what margins of society they may be overlooking.” Her other piece of advice is to put businesses to the test: “Marketers that acknowledge and cater to under-represented groups will get recognition from consumers across the board. We saw ample inclusive/accessible tech on the show floor this year, including CES exhibitors showcasing products that specifically service minority audiences, such as healthcare tech created for people living with dementia. We also saw more discussions around the importance of inclusion and marketing to all, including a dedicated CES Innovation for All conference track created by the Consumer Technology Association (CTA). Companies are now thinking of diversity and inclusion as mainstays of their innovation and future-proofing efforts, which is a positive shift as we move towards a majority multicultural future.”
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