1、Trends in multiculturalMarketing surveyFebruary 2024methodologyThinkNow was curious to know whether the Supreme Courts recent decision to end affirmative action for college admissions,increased scrutiny of diversity,equity and inclusion(DEI)initiatives in Corporate America,and public boycotts of cer

2、tain companies due to their LGBTQ+marketing strategies were influencing how companies approach multicultural marketing.To gather these insights,we conducted a brief survey among corporate decision-makers to get their perspectives on the matter.Multicultural marketing survey2Survey MethodOnline Surve

3、yRegional CoverageNationalField TimingJanuary 19 February 12,2024Screening CriteriaSelf-identifying as a Multicultural Marketing or Multicultural Consumer Research Decision MakerBase SizeN=91Base:91Multicultural marketing survey314%18%37%31%0%5%10%15%20%25%30%35%40%Dont KnowLess than 23More than 23S

4、ame as 23Two-thirds of respondents said their companies plan to spend the same or more than they did in 2023 on multicultural marketing efforts in 2024.Thinking about your companys multicultural marketing budget in 2024,would you say it plans to spend about the same as 2023,more or less?68%Multicult

5、ural marketing survey4“Audience business opportunity,cultural influence,growing audience representation and impact.”“More budget available to multicultural marketing.Hispanic has historically been a priority.Were on the journey to increase focus with African-American and other cohorts.”“Changes in d

6、emographics,economy,inflation,climate change,disruption technologies,etc.”“Growing diverse consumer impact on business and sales.”“Growing importance and purchasing power of the multicultural audience.”Close to one-third of organizations plan to spend more on multicultural marketing this year compar