Direct Digital Holdings worked on a comprehensive whitepaper that looks at several key issues in terms of brands placing greater investment in minority-owned/multicultural media. The paper includes quantitative exclusive research among the stakeholder that matters most to the diversity marketing conversation – a group that comprises two-fifths of the American consumer market yet has not had a meaningful voice in the discussion – diverse/multicultural consumers.
The research, conducted by Horowitz Research, tapped 1,342 U.S. adults 18+ from the Black, Hispanic/Latine, AAPI, and LGBTQIA+ communities to share their attitudes and behaviors in light of the marketing world’s scattershot diversity efforts.
And, the findings make clear that multicultural/diverse consumers recognize, appreciate, and have disposable income to spend on brands that show support for their communities – especially those that spend ad dollars with diverse/multicultural publishers. The paper includes commentary from executives across the industry – from publishers to media and marketing agencies like McDonald’s, Visa, BRIDGE, and others.
