For Variety VIP+ subscribers: Multicultural no more — how 'inclusive' marketing avoids past general audience buying mistakes
So the question becomes, what does “general market marketing” even mean?
That’s why it has become imperative to lose the “multicultural” moniker in favor of “inclusive” when describing modern audiences and modern marketing. The former feels outdated and suggests diverse audiences are an add-on to general audience segments, whereas the latter appropriately reflects the reality that audiences encompassing the breadth of cultural identities are dominantly embedded in the general population. Put simply, these growing audiences aren’t a nice-to-have, they’re table stakes.
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