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- Why Brands Must Get Cross-Cultural Marketing Right in
Marketing Insider on
In the last few years, top brands like Pepsi, H&M and Dove have faced backlash for their tone-deaf advertisements that offended multicultural communities across the world. With many racial and ethnic minority groups in the United States growing faster than whites, brands must be cognizant of the messages targeting various demographics. Recognizing that "multiculturalism" is here to stay, brands should think of cross-cultural marketing not as an option but as a must.