Beyond Multicultural
Our previous definitions of "multicultural marketing", “hispanic marketing” or “ethnic marketing" are no longer applicable.
Not Multicultural Research, Transcultural Research!
Cracking the multicultural code; getting to the who, what, where and why!
Going Beyond Translation
Go beyond the myths and pre-conceived ideas of multicultural marketing and learn proven techniques that connect with today’s transcultural consumers.
Our previous definitions of "multicultural marketing", “hispanic marketing” or “ethnic marketing" are no longer applicable. The "multicultural market " is not only made up of "Hispanic consumers", "Asian consumers" or "Indian consumers". Today's "multicultural" marketplace today is sophisticated, cosmopolitan and globally inter-connected, it is transcultural! What was effective for brands yesterday is no longer relevant and what is effective today may not resonate with tomorrow’s moving targets.
Beyond Translation goes beyond the statistics and the language debate to the who, what, where and why! It is designed as a field guide for brands and marketers to understand the roles that culture and context play in influencing beliefs, attitudes and driving behavior in order to better connect with today’s transcultural consumer.