Dollars & DEI: Multicultural Consumers' Insights on Brands' Media Buying and Marketing Practice
Direct Digital Holdings released a comprehensive whitepaper - Dollars & DEI: Multicultural Consumers' Insights on Brands' Media Buying and Marketing Practices.
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The findings reveal that brands, at a time of economic uncertainty, are currently missing out on significant revenue and market share growth opportunities – and jeopardizing future growth – due to a lack of appropriate and purposeful focus on the Black, Hispanic/Latin, AAPI, and LGBTQIA+ communities.
Featuring both quantitative research and commentary from industry leaders, the paper offers actionable guidance for brands, agencies, media buyers and businesses. Takeaways include:
How diverse/multicultural communities respond when brands purposefully show up for them – and how they react when marketers fail to deliver on earlier promises to engage
What it takes to inspire positive action and vocal brand advocacy from diverse/multicultural audiences
The critical role that marketers’ media buying strategy plays in the mix – and how investing in targeted diverse/multicultural media creates greater impact
Insights into other factors, such as creative representation and diverse business/vendor partnerships, that also influence these consumers