Bloggers Veronica Manlow and Roger Gonzalez say multicultural marketing, in the traditional sense of the phrase, is dead. "Go to any of the few ethnic ad agencies still left and you'll hear, 'We are
evaluating our options,' trying to 'secure client budget approval,' and so on," they write.
They say the collapse of traditional ethnic segments and the emergence of new multicultural
identities have changed the game. "We are not 'Hispanic,' we are 'Dominican/Ecuadorian' -- was a key factor," they write. "The 2010 U.S. Census paints a surprising portrait of an America less
amenable to classification because of all the layers they bring to the equation."
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