Why reinvent multicultural marketing knowledge?

In the 18 May edition of AdNews Sheba Nandkeolyar wrote observantly in her Opinion article titled “Multicultural Makeover” that cultural niche markets within a multicultural society call for discrete and considered targeting to each market, rather than application and translation of a single multi-purpose campaign across all cultural groups.

In observing that a “one size fits all” strategy won’t cut it, Nandkeolyar is on-target. Australian marketers striving for better strategy and targeting of messages to approach a differentiated multicultural market will, however, have a hard time of it if they aim for independently-gained experience in each market, a direction that some may infer from Nandkeolyar’s op-ed piece.

Nandkeolyar states that “Australia today is more multicultural than any other country, including New Zealand, Canada and the US.” Although  she later suggests that the US serves as an indicator of how multicultural segmenting may become standard marketing practice, the overall message she delivers could mislead Australian marketers and advertisers to assume they are on the front-line of multicultural marketing.

Considering Canada for the purpose of comparison, we should take note of the country’s two official languages and of its cities that are variously, heavily and vibrantly influenced by strong ongoing immigration from Asia and other regions. Having evolved with a positive, pluralistic approach to multiculturalism, Canada represents a multicultural society which, politically and socially,  Australia has not approached. Australia resembles more closely the US, where common attitudes and official policy often oppose multiculturalism in favour of the assimilation-geared melting-pot.

The US and Canada, however, both differ from Australia in the same way: For many decades their multiple language and cultural groups have existed as distinct, powerful forces—politically, socially and commercially. The most prominent groups are the French-Canadians, Hispanic (or Latino) Americans and Black Americans. Many additional, discrete groups with origins from countries around the world are prominent in many different cities or regions. For this reason simultaneous, differentiated communication with multiple cultural audiences is tried and proven both in Canada and the US. In advertising and even in the provision of government and essential services, targeting of specific groups and use of different languages can be seen variously applied, depending on the predominant cultural mix at each place. In marketing this reality has led to independent, culture-specific product promotions and brand identities, and even to customized products and product ranges. Culturally-specific products or campaigns are not simply imported but are produced for specific cultural markets within countries—something rarely observed in Australia, if ever.

Nandkeolyar is right; re-use of specific ideas from overseas marketers or translation of existing promotions won’t cut it. But overseas markets offer proven examples and strategies in every product category, and in every cultural group, which are valuable stepping-stones for marketers and advertisers. Proven overseas experience should not be disregarded or replicated based on a misapprehension that Australia is unique or advanced in terms of multicultural society or multicultural domestic marketing.

As a post-script I should mention that I am not taking a shot at Ms  Nandkeolyar, who is MD of Multicultural Marketing Group . Rather, I think both her subject and  her agency are current and compelling.