"50 Shades Of Skin" Isn't The Way To Approach Multicultural Markets

When approaching multicultural consumer segments, marketers shouldn’t go thinking about “50 Shades of Skin,” according to Xavier Turpin, Director of Multicultural Marketing at Dunkin Brands. “It’s wrong to label all these segments based on skin color,” Turpin told attendees of MediaPost’s Engage: Hispanics conference, on Tuesday. “What’s more important is to put some context into who the consumer is.” It’s more about culture, because, as Turpin put it, “Culture is the language of marketing.” Also, he said, targeting by culture is by far the most “efficient” way to segment multicultural markets. At stake, as Turpin points out, is 40% of the nation -- or about 132 million people with a combined purchasing power of $4.2 trillion.

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