Continuing on the theme of tapping into underserved citizens and consumers especially multicultural immigrants, join Generation1.ca Founder and CEO Arundati Dandapani as she engages with globally renowned authors, cultural strategists, and brand activists Pepper Miller, Recognized Black American Market Researcher, Subject Matter Expert, Author and Speaker, President, Hunter-Miller, Inc. and Amy S Hilliard, award-winning serial entrepreneur, Marketing Executive, Author, Keynote Speaker, Founder of the Hilliard Group, and Professor at the University of Chicago Booth School of Business Professor, United States for a powerful episode on Black Marketing and Insights. Together, they dive deep into the significance of multicultural marketing for post-globalized brands, with a special focus on the experiences and influence of Black Americans and Black North Americans, significant drivers of future demographics and consumer spending in the continent in the coming years and yet continually misunderstood and misrepresented in brand messaging and media.
Our Founder’s paper and presentation to ESOMAR in June 2024 Voicing the New Global Immigrant Realities: Empowered Insights for an Underserved Market raised the fact that Blacks are currently the third largest immigrant racialized group in Canada and are pegged to outpace Chinese immigrants (currently the second largest racialized immigrant group) by 2040, based on data from Statistics Canada. In the USA, by 2065 Black immigrants are going to constitute close to 10% of immigrants to America, following Asian, Hispanic and White immigrants based on data from the US Census.
Armed with high levels of education, entrepreneurialism, and the highest levels of English language proficiency among immigrant groups where 90% of Black immigrants speak English fluently or speak it as their second language, Black North Americans are often clumped by brand marketers and institutions with the mainstream. Our guests point to the significance of honouring Black history and culture and its influences in contemporary society for brands and institutions that get their campaigns right. This episode unpacks the complexities and nuances of reaching diverse audiences and the strategies that resonate across different cultural contexts. Most importantly, this conversation with our leading guests serves as advice and inspiration for our North American immigrant communities integrating in a new continent and country, professionally, socially, culturally as much as to the business leaders that should hire them, nurture their talents and give them that seat and vote at the table.
Watch this full episode below.
