News Summary
As economic uncertainty looms, the enthusiasm behind multicultural marketing appears to be dwindling. Many brands are hesitating to engage in traditional campaigns, influenced by a backlash against DEI initiatives and a new focus on risk mitigation. While some companies pull back, others, like Rare Beauty, continue to champion inclusivity, creating a nuanced landscape for multicultural marketing.
Declining Momentum for Multicultural Marketing Amidst Economic Uncertainty and DEI Backlash
This February, the celebration of Black History Month felt a bit subdued, and it seems this trend may carry over into upcoming heritage months, such as Women’s History Month and Pride Month. After what felt like a lively window of colorful marketing and brand celebrations, many advertisers are now stepping back, prompted by economic uncertainties and a backdrop of backlash against Diversity, Equity, and Inclusion (DEI) commitments.
A Shift in Focus
Industry experts observed a notable shift in the language brands use when it comes to multicultural marketing. Areas that once thrived on discussions of DEI are being re-evaluated and, in some cases, overshadowed by a more cautious approach. Marketers are rethinking how they engage with heritage months, turning away from traditional multicultural campaigns as brands reconsider their DEI commitments.
Gary Williams Jr., a chief creative officer at an advertising agency, highlighted that many clients are exhibiting hesitance toward discussions intersecting with DEI. For instance, one tech company that previously participated in multicultural campaigns has recently decided to pull back and reassess.
The Impact of Economic Factors
This year, Williams Jr. expressed concern over the loss of key initiatives during important months like Black History Month, Women’s History Month, Hispanic Heritage Month, and Juneteenth. Supporting evidence from various agencies indicates that requests for multicultural campaigns have dropped significantly in 2023, estimating a fall from around 20-30 requests last year down to approximately 15 this year.
Economic uncertainty certainly plays a role. Brands are looking at their marketing budgets with greater scrutiny, and concerns over potential backlash and lawsuits are making them rethink their approaches. The reality is many businesses are now adopting a so-called “risk mitigation trend”, steering clear of campaigns that may be perceived as culturally risky.
Emerging Alternatives
Instead of supporting marginalized communities directly, some brands are shifting their focus toward showcasing women founders or promoting socially-conscientious business practices. Notable examples include Adidas and Bud Light, both of which encountered backlash for what some critics labeled as “woke” advertising. This has led to an increased sense of caution when approaching multicultural or DEI messaging.
Recent claims against a Meta advertisement for a healthcare client also highlight the ongoing sensitivity surrounding DEI-related messaging. Outside of corporate decisions, important changes at the governmental level, like past executive orders aimed at dismantling DEI initiatives, have had ripple effects across industries.
Shifting Commitments
Many companies are charting new territories when it comes to their DEI policies. For instance, John Deere was among the first to revise its stance on DEI initiatives, a move that caused other major brands like Ford, Molson Coors, and Walmart to alter their commitments as well. It’s clear that the current climate stands in stark contrast to the post-George Floyd moment in 2020 when many corporations actively engaged in cultural movements and made bold statements on social justice.
Finding a Path Forward
Despite some corporations scaling back their participation in cultural moments, others are defying the trend. Brands like Rare Beauty have launched campaigns during Black History Month, reflecting a commitment to promote inclusivity even amidst the uncertainty. According to Danisha Lomax from an advertising agency, it’s paramount for brands to focus on investing in diverse communities as a pathway to foster brand loyalty and spur growth.
As the landscape of multicultural marketing continues to evolve, businesses are finding their footing in uncertain times. They are learning how to navigate the fine line between responsible marketing and avoiding pitfalls that might tarnish their brand image. The upcoming months could reveal more about how companies will reshape their multicultural engagement and commitment to diversity in an ever-changing world.
Deeper Dive: News & Info About This Topic
HERE Resources
Hyundai Stays Committed to Multicultural Marketing Amidst DEI Policy Changes
Understanding the Art Forms: Graphic Design, Illustration, and Graphic Illustration
Embracing Diversity: The Rise of Multicultural Marketing in the U.S.
Building Multicultural Marketing Knowledge for Business Growth in a Diverse Consumer Landscape
Additional Resources
- Digiday: Brands Sit Out Advertising Around Black History Month
- Marketing Dive: State Farm’s Super Bowl Ad Pivot
- Ad Age: Diet Coke’s New Ads and Marketing Trends
- Marketing Brew: Rideshare Advertising Growth
- Marketing Dive: TikTok Ad Revenue Projections
- Wikipedia: Diversity, Equity, and Inclusion
- Google Search: Multicultural Marketing
- Google Scholar: Marketing Diversity
- Encyclopedia Britannica: Marketing Campaigns
- Google News: Diversity in Advertising
