Why multicultural marketing is obsolete

The conversation around diversity, equity, and inclusion is more than a debate about corporate strategy or public policy—it’s a meditation on the American promise, the moral weight of equality, and the messy, beautiful contradictions of human progress. For every step forward, there’s a sharp tug back. DEI initiatives have built momentum, but for many, the doors to opportunity still feel bolted shut. And so, we must clarify: Equity is the destination, but equality is the road. To reach one, the other must first be cleared of its obstructions—disparities that persist like stubborn roots beneath the concrete. Can we rethink equity based on equality? Can we get back on path? This isn’t a new battle. In the 1970s and 1980s, multicultural advertising burst onto the scene, offering a mirror to the marginalized. For the first time, people of color, LGBTQ+ communities and other historically excluded groups saw themselves reflected in glossy magazines and 30-second TV spots. But that reflection came with an asterisk: It was separate, distinct, something “other” but reminiscent of the Jim Crow South—separate but equal. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Here are the essential questions we face today: When does multicultural advertising cease to be a niche and simply become advertising? When does the “multi” dissolve into the mainstream? When will culture no longer be compartmentalized but recognized as the universal language that drives global commerce? By 2044, the U.S. will become a majority-minority nation, with Hispanic, Black, Asian, and multiracial populations surpassing 50%. Already, Black Americans influence more than $1.6 trillion in buying power, while Latino consumers wield $2.8 trillion globally—figures that outpace the GDP of entire nations. Yet only 6% of ad spend in the U.S. is allocated to multicultural audiences. These numbers don’t reflect niche markets—they reflect the mainstream. Also read: Inside the multicultural marketing debate Meanwhile, Gen Z, the most diverse generation in history, has grown up in a world where culture isn’t segmented but shared. They don’t see hip-hop as “Black music” or streetwear as niche—they see it as the culture. Brands that fail to evolve and continue treating multicultural markets as afterthoughts risk irrelevance because, in the new economy, culture isn’t a subcategory—it’s the currency of connection. Perhaps the labels themselves are the problem. Labels are the residue of a hierarchy, the markers of a system that insists on sorting humanity into columns of privilege and disadvantage. Some brands and creators are choosing to sidestep these traps. Instead of building ads that slot culture into neat categories, they’re crafting platforms where identity, purpose and creativity intersect in ways that defy easy classification. As Marshall McLuhan once argued, “The medium is the message.” For these innovators, the message isn’t just what they say—it’s who they are. The work itself becomes the proof. And yet, the world we’re building for the next generation isn’t as color-blind as we like to imagine. The spectrum of prejudice has shifted—no longer confined to binaries of Black and white but radiating across lines of culture, religion, gender and ideology. Hate evolves, but so must our capacity to confront it. This new landscape demands not just new solutions but a deeper, more profound sense of understanding. For the advertising industry, this means rethinking the work from the ground up—not as an exercise in box-checking but as a fundamental realignment with values. Agencies, brands and platforms must go beyond token gestures of inclusion. Equality isn’t a buzzword; it’s a strategy. It’s not just a response to past injustices but a foundation for future growth. If we truly believe that all people are created equal, then what follows should feel inevitable—not revolutionary. DEI, then, isn’t a metric or a trend. It’s the engine of innovation, the cornerstone of progress, the quiet revolution that turns ideals into reality. To build a world where equity isn’t an aspiration but a truth, we must begin at the roots: in our homes, schools and workplaces. Because the foundation matters. And what we build upon it will either stand tall or crumble beneath the weight of our indifference. Ad Age Tech Power List 2025 We’re looking for top digital innovators from agencies, brands, platforms, ad tech companies and tech startups Enter here

Why multicultural marketing is obsolete

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