Soul & Science: Fast Forward Your Marketing Mind
#73: The Soul & Science of Multicultural Marketing | Co-Founder of AIMM Carlos Santiago
July 22, 2024 · 47 min
Why listen
A multicultural marketing researcher with 18 years of experience explains why one-size-fits-all campaigns are costing brands real growth.
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In this episode
- How to make your brand authentically listen to and engage different cultures
- Why using the same marketing language for every audience can backfire
- Data showing most consumers support diverse and inclusive campaigns
- Practical strategies used with brands like AT&T, AARP, and Target
About this episode
In this episode of the Soul & Science podcast, Carlos Santiago Co-Founder at The Alliance for Inclusive and Multicultural Marketing or AIMM is joining us to explore how we as marketers can better celebrate diversity and inclusion with a multicultural audience.Carlos has been working and developing this space for over 18 years as a leading researcher and market strategist with a heavy focus on growth roadmaps and econometric models to better address the challenges that come with multicultural marketing. He has experience working with brands such as AT&T, AARP, Target, and so many more.
In today’s episode, you’ll learn:
- How we can help our brands actively listen to and engage with various cultures in an authentic way
- Using the same marketing language for everyone doesn’t help and might even harm your marketing efforts
- The majority of people want diverse and inclusive campaigns, and any backlash is coming from a small minority
Brought to you by Mekanism.
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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