As the world rapidly becomes a global village, with people of different cultures interacting in complex ways, it presents many challenges and opportunities.
For businesses, such challenges and opportunities lie in the field of multicultural marketing. I have been learning about this over the last several years, starting with a conference I attended on March 13, 2008, in St. Paul, Minnesota.
Multicultural marketing deals with a practical question: How does a business connect with people of different cultures to successfully market products and services? What is acceptable or appealing to one culture might not be to another culture. This can be as simple as the colour of a product or the sounds and images used in advertizing a product or a service. I remember how Tanzanians reacted to yellow maize flour from the USA, when it first arrived in their country. Being used to white maize flour, they did not like the yellow flour.
As a cultural consultant, I consider multicultural marketing an exciting topic, and I incorporate it in my workshops on culture and globalization.