According to Census 2000, the U.S. population grew by a record number in the last ten years. Most compelling is the fact that such growth was fueled primarily by multicultural consumer groups. Hispanic, Asian, and African-American populations all had significant double-digit growth, while the non-Hispanic White population grew marginally. Immigration from countries experiencing economic and political turmoil is expected to continue to fuel rapid growth of Hispanic and Asian populations – as well as that of new emerging groups such as Africans – for years to come. In addition, the birthrate of Hispanic Americans and African Americans is expected to continue to exceed that of non-Hispanic Whites. Already multicultural consumers represent one third of all consumers in the U.S. and it is projected that by 2050, non-Hispanic Whites will be a minority. That certainly seems like a long time away, but the truth is the future is already here in many parts of our country.

It amazes me how many marketers will say that their business is suffering in California. Could it be because in California, non-Hispanic White consumers have become the minority, representing less than 50 percent of the state’s total population while the majority of ad dollars are geared toward this "emerging minority"? While the fabric of our country evolves, many marketers choose to avoid change and continue to promote the status quo. In several of the largest American urban centers including Los Angeles, New York, Chicago, Houston and Miami, multicultural consumers represent two thirds of the population. Sadly, many marketers remain perplexed by these numbers and struggle with their inability to connect with the new majority. Even when enlightened, still less than 5 percent of all marketing dollars in the U.S. are currently spent in targeted multicultural initiatives.

So what is the secret to connecting with the new majority minorities? Relevance. Marketers must be willing to celebrate what is unique about each group’s culture. To many cultures it simply means communicating in their native language. In fact, multiple studies suggest that a majority of Hispanic and Asian American consumers prefer a language other than English. Most often they will communicate with family and friends speaking the language of their heart. Groups will also typically choose this language for entertainment and information. For example, the Spanish language network Univision is the single largest viewing source for Hispanics in the U.S., commanding more than a 40 percent share of all broadcast viewing among
Hispanics every night.
The relevance of language impacts all aspects of a culture making its preservation important for multicultural consumers. Hispanic and Asian parents alike reportedly make a point of teaching their native language to their children. Though English continues to be the primary language taught in American schools, the majority of kids growing up in multicultural homes are indeed growing up bilingual. Minority children are more inclined than non-Hispanic white children to see their parents as role models and take pride in their heritage. Even when you look at the erratic teen population, studies suggest Hispanic-American teens are largely bilingual. Not surprisingly, English is most often spoken outside of the home. But even among those who often choose English when hanging out with friends, the study found that Spanish was the preferred language for “telling secrets and exchanging jokes” – indicating Spanish is the language closest to their heart.

Relevance is not restricted to language. It is also about the right content communicated in the right context. Take for example African-American consumers. The vast majority of African-American consumers speak English. Yet, they hold unique values and celebrate unique traditions. African-American consumers even have distinctive preferences when it comes to entertainment. For example, the UPN network commands more than one-third of all African-American youth viewership each night. African Americans noticeably appreciate the network’s programming which focuses on African-American cast comedies more than any other network. Beyond language, UPN provides more relevant context for African-American viewers to relate.

Relevance also encompasses pride. In the Hispanic and Asian cultures, pride in one’s country of origin is a major factor. Such pride is expressed in the food they eat, the music they listen to, the sports they play and admire, and the holidays they celebrate. For example, many Mexican Americans passionately follow their Mexican hometown soccer teams. Univision’s weekly coverage of Mexican League Soccer is the top rated sports programming against this group. Equally, Caribbean Hispanics as well as Japanese Americans are big baseball fans. Many Asian cultures celebrate Chinese New Years and follow the Chinese lunar calendar. Likewise, many Hispanic-American families exchange more gifts in celebration of Three Kings Day than they do during Christmas.

As consumers of different cultures and backgrounds congregate in large urban American centers, they begin to influence each other. Research illustrates an increase of fusion between influences and the emergence of a whole new American culture defined by its multiculturalism. Examples include Spanish-language rap music and Asian-Cuban cuisine. Just as the term “general market” is quickly becoming obsolete, the definition of what is “mainstream” pop culture is rapidly changing.

So, what about the future of marketing? Can marketers learn to embrace the research, redefine their direction and make room for the new majority? I have confidence they will. I also believe the day of interactive billboards and magazines will arrive. But my suspicion is, when that day comes, it will be about multilingual billboards and magazines that can cater content to different perspectives, constantly blending elements of distinctive cultures to once again redefine the new mainstream.

Go to top

The 2000 Census served as a wake-up call for companies, especially as it pertains to the remarkable growth of the Hispanic population in the United States. The share of Hispanics – those who identify themselves as Latino or Hispanic – in the U.S. climbed to about 13 percent or over 35 million people, in 2000 from nine percent a decade earlier.

What does this mean as far as consumer spending power? Hispanic consumer spending power in 2001 increased an estimated 118 percent since 1990, to $452 billion of the nation's $7.1 trillion, according to the Selig Center at the University of Georgia. And spending on Hispanic advertising is expected to grow 4 percent in 2002 – when outlays for general market advertising are expected to remain flat – from last year's $2.2 billion.

No wonder U.S. companies are waking up to the Hispanic market. But most brands and companies continue to dabble in multicultural marketing instead of living and demonstrating it. When speaking about diversity, what does that mean? And how are you going to start within your company? Doing a single or even double-year campaign isn't going to win over a group and make you feel responsible.
I know of a major company that realizes it must do more in the Hispanic market – it's lagging behind, but has decided not to make changes this year, given financial limitations and a corporate emphasis on ROI, so it's going to wait until next year. Is it missing the boat? Perhaps not –especially if it builds more infrastructure within the company on diversity and really underscores a long-range commitment to diversity marketing.

To me, companies that get this right and can ingrain it in their employees and their values will win in the long term. This is only the beginning of a population shift. Consider that 30 years ago, about 80 percent of the nation's school-age population was white. Today, it is about 60 percent. So, no it is not too late, but multicultural marketing will become a business table stake.

Let me offer some observations of trends and other developments on the multicultural-marketing and branding front that our global brand group has been following:
Tailor localized marketing efforts by audience and geography. Since certain geographies reflect greater demographic shifts, companies should create local programs that allow them to strategically reach minority consumer groups. Find your voice. In reaching a diverse audience, companies should really examine who might be the most influential communicator and place to communicate your message. In one culture, the newspaper may be the best medium. In another, it may be the radio. The power of the radio personalities in the Hispanic community is much stronger than in the general market. Be sure to do your homework and test spokespeople with the target audience. It could mean the difference between hitting the mark and missing the target. Be aware of recent anti-American backlash. Be extremely sensitive these days in terms of globalization issues. Anti-American feeling appears to be picking up again after diminishing after the September 11 bombings. Consider cultural differences. These differences may also factor into a product's perception by an ethnic group. When speaking to your target audience, it is very important to not only make sure you understand who they are but also what their core beliefs are.

Now let's begin to assess how prepared your company is to speak to this diverse audience.
Conduct a brand-marketing audit. To better understand how your company fares on diversity issues, consider conducting a brand-marketing audit. More companies are doing this – indeed it’s becoming somewhat institutionalized due to competitions to select the Top 100 companies for diversity. There are very specific criteria for the competition – hiring, retention, promotion, employee-related issues, governance issues, supplier diversity, what the corporate brand looks like, etc.

1. In an audit, consider who your consultants are at the senior level who are helping you bring diversity to your company and thought leadership initiatives. How do you handle focus groups and are they diverse enough? And do you have the right people to understand how to market your products to a particular group?

2. Take a look at all your collateral materials and advertising. I suggest you put them all in one room. This allows you to see much more clearly who you’re speaking to and who you think your audience is. A lot of companies are really surprised at what they discover. They find their advertising persona is far different from that portrayed in their annual report, for instance. Consequently, many are sending people back to look at everything – from ad campaigns, to annual reports to Web sites – to develop the consistent message they want to communicate.

3. How many of your companies make materials available in Spanish? When you go to an ATM machine these days, most ask you whether you want to communicate in English or Spanish. But very few companies yet have their consumer materials or services in Spanish.

4. Go into your communities to get a snapshot of real life today – especially at your children’s schools. I’ll bet the student makeup is far different from when you went to school. That classroom today has more Asians, African-Americans as well as kids of Hispanic and other ethnic backgrounds. Companies must work to evaporate outdated stereotypes of their communities’ and work to portray real life in their communities, to clearly see the diversity and figure out how to integrate that into their marketing without it seeming forced and insincere.

Assess your vulnerability. This obviously coincides with the brand-marketing audit – but I call it a “vulnerabilities assessment.” I can’t emphasize how critical this is. There are many companies – major ones – that are extremely “White Bread” companies. If you’re not reflective of America today, you need to think about how to start to evolve to that and add diversity at different levels. If you don’t, a backlash can be very damaging to your brand and reputation.

We’re making real strides in the multicultural arena. Just think, in 1997, Hispanic magazine said it found only 75 companies worthy of being named to its eighth annual corporate 100 list of the best firms for Hispanics. But we have a long way to go. That became clear the other day when I noticed some findings from the Roper folks about consumer attitudes toward things businesses could do in their marketing or advertising. When asked if companies are making a real effort to market to minorities and represent them in advertising, only 16 percent said “very often” and 42 percent said “fairly often.” That total percentage of 58 percent has been virtually unchanged in the past decade in similar Roper surveys.

And when asked if companies are providing positive role models that portray diverse age, racial and lifestyle groups, only 14 percent say very often and 43 percent say fairly often. That total percentage of 57 percent hasn’t changed in two years, although it is up from 49 percent in 1997.

That tells us something. The bottom line, frankly, is that diversity isn’t a slogan – it’s a reality. It’s important that companies find ways to begin looking at the current status of their companies and what competitors are doing to market their brands to a more diverse population. The bottom line is that in order to be competitive in the future, you should be doing the same.

Go to top

Traveling the Road to Freedom BY KALIN THOMAS During the days of slavery, African-Americans saw travel as a pass to freedom. Many slaves risked their lives to escape to the northern states, and in the mid 1900’s the Great Migration saw African-Americans fleeing the segregated south for better jobs and quality of life.

Today’s African-Americans travel for business and leisure. And they are traveling in record numbers, spending about $48 billion a year. Those dollars are being sought after by the tourism industry. In fact, it’s the south that’s trying to lure back its native sons and daughters.

The state of Alabama took the lead in realizing the marketability of Black history to its $6.2 billion dollar tourism industry. Since 1983 it has produced “Alabama’s Black Heritage” brochure to showcase the state’s black history and culture. “The Black Heritage brochure has been the best image builder that the state of Alabama’s hospitality has ever been involved in. We have a major increase in African-American travelers” says Frances Smiley, Black Heritage Coordinator for the Alabama Bureau of Tourism and Travel. The brochure lists sites that visitors can tour to retrace the historic events of the Civil Rights Movement which not only changed America, but changed the world.

The city of Tuskegee is best known for the historically black college, Tuskegee University, which was founded as Tuskegee Institute on the grounds of Butler Chapel AME Zion Church in 1881. It was originally headed by Dr. Booker T. Washington, who was a former slave, political activist, and graduate of Hampton Institute in Virginia. Tuskegee was an industrial school built to train African-American students – just out of slavery – in 37 industries, including carpentry and architecture. In fact, Tuskegee students and teachers built “The Oaks,” Dr. Washington’s stately home that is now a national historic site on campus. Visitors can take tours of the home where some rooms still hold the original furniture. Built in 1899, the Queen Victorian-style home is a testament to the talent that Tuskegee Institute produced. Today, Tuskegee University is the number one producer of African-American aerospace engineers in the United States, and African-American veterinarians around the world.

Like Washington, George Washington Carver was also an ex-slave. He chaired the Department of Agriculture at Tuskegee Institute. He worked there for 47 years, developing numerous uses for southern agricultural products…most notably the peanut. Carver helped save the livelihood of many Black and White farmers in Tuskegee. Visitors to the campus can tour the George Washington Carver Museum that honors him. Photos of Tuskegee’s early years, and artifacts from Carver’s experiments and inventions are throughout the museum.

The original suite where Carver lived during his tenure at Tuskegee can be toured in historic Dorothy Hall at Tuskegee’s Kellogg Conference Center. The center is completely Black owned and Black managed by the University. The center provides meeting rooms for conferences, lodging for visitors, and a full-service restaurant that’s popular for its lunch buffets.

Tuskegee has been at the forefront of science and technology, including the infamous Tuskegee Syphilis Study where African-American men were injected with the syphilis virus to study how it would affect the body if untreated. An exhibit of the study and of President Clinton’s apology is on permanent display at the Tuskegee Human and Civil Rights Multicultural Center just a few miles from the University. Tours of the museum are free.

Finally, visitors will feel their spirits soar at the Tuskegee Airmen National Historic Site and Temporary Visitors center at Moton Field. Here in 1942, the first class of African-American aviation cadets graduated from Tuskegee Army Air Field. Overcoming enormous racism, the Tuskegee Airmen became the country’s first Black military pilots. And in 1948 President Truman issued an executive order to eliminate segregation in the U.S. military.

At the opening of the Tuskegee Airmen Temporary Visitors Center last summer, Tuskegee Airman Val Archer of Atlanta exclaimed, “This was one of the pivotal elements in my life becoming a Tuskegee Airman…I think it’s great that my grandchildren and great-grandchildren and everyone can come here and relive the Tuskegee experience.” Linda Schmidt of Colorado Springs brought her children, and noted that even though she’s not African-American, the Tuskegee Airmen’s story is important to everyone. “I just wish the exhibit had shown more of the hardships and racism they had to overcome, to inspire our children,” she added. Tuskegee Mayor, Lucenia Williams Dunn, hopes this new site will help increase tourism-related businesses in the city. She noted, “We’re working on hotels, restaurants and things to make Tuskegee a wonderful place to visit.”

About 95 miles west of Tuskegee is the city of Selma. One of the last battles of the Civil War was fought here in 1865. And it was during that war that a slave, Benjamin Turner, ran Selma’s historic St. James Hotel from 1825 to 1893. Turner took over the hotel for his owner who had gone to be a doctor in the war. This was highly unusual for a slave, but Turner was able to read and write and his owner trusted him. Eventually Benjamin Turner became Selma’s first Black tax collector, one of the city’s first Black city councilmen, and the first African-American to represent Alabama in the U.S. Congress. Visitors can find out more about Ben Turner, the Civil War, and Slavery in the United States by visiting the Slavery & Civil War Museum, which opened in 2002.

At the National Voting Rights Museum and Institute, tourists can view exhibits on the political history of African-Americans, as well photos of the event that put Selma on the map – the infamous “Selma to Montgomery March for Voting Rights” of 1965.

Nearly 100 years after the end of slavery, Black citizens were still fighting for the right to vote. Many local Black citizens would meet at Brown Chapel AME Church to plan strategy for civil rights marches. And on March 7, 1965 the first voting rights march set out from the church toward Montgomery. But when the marchers reached Edmund Pettus Bridge they were brutally attacked by Alabama state troopers. That attack was seen on TV by people all over the world, and the day became known as “Bloody Sunday.”

However, with the help of Martin Luther King Jr., and other activists like Reverend Hosea Williams, on March 21st the 54-miles, five-day trek from Selma to Montgomery’s state capitol was successful. The march helped win the passage of the Voting Rights Act of 1965. After touring this museum, and being reminded of the people who shed blood for the right to vote, it would be difficult to take voting for granted. In fact, The Voting Rights Act allowed blacks to be voted into political office. In 2000, James Perkins, Jr. defeated a nine-term incumbent to become Selma’s first African-American mayor.

During a recent media tour of Alabama’s Black Heritage trail, Mayor Perkins joined journalists and civil rights activist, Reverend Fred Shuttlesworth in a reenactment of the march across Edmund Pettus Bridge. Visitors can do the same during the annual Bridge Crossing Jubilee to commemorate the historic event. This year’s event was March 7th through 9th. At the foot of the bridge is Civil Rights Memorial Park with murals and monuments to those who fought in the struggle. According to Joanne Bland, tour director at the National Voting Rights Museum & Institute, “We need to save these sites lest we forget. Not just for African-Americans but for everybody.”

Continue traveling east about 45 miles to the city of Montgomery, the capital of Alabama. Here is where Dr. Martin Luther King, Jr. pastured his first church – Dexter Avenue Baptist Church. King’s church, along with others like Holt Street Baptist, helped organize the Montgomery Bus Boycott of 1955. The boycott lasted more than a year and fought against the segregation of Montgomery’s public buses. It started after local seamstress, Rosa Parks, was arrested for not giving up her seat to a white passenger. The bus boycott was the precursor to other civil rights demonstrations, including the Selma to Montgomery March for Voting Rights.

Visitors can tour Dexter Avenue King Memorial Baptist Church, and walk a few hundred yards from the church to the Alabama State Capitol, which was the scene of many civil rights demonstrations. Also on Dexter Avenue is Court Square, the focal point for slave auctions before the Civil War.
Not far from Dexter Avenue is the Civil Rights Memorial, which stands in the front of the Southern Poverty Law Center, an organization that tracks and fights against hate crimes. The names of the martyrs and events of the Movement are carved in a granite table to honor them. The memorial is open to the public 24 hours a day.

There are also two museums where visitors can learn more about the Civil Rights Movement. At the National Center for the Study of Civil Rights and African-American Culture, on Alabama State University’s campus, view the E.D. Nixon collection from “The Father of the Montgomery Bus Boycott.”
And at the Rosa Parks Museum and Library, view movies, murals, and artifacts that tell the story the Montgomery Bus Boycott and other historic events. One of the artifacts includes an original copy of Park’s fingerprints taken by police when she was arrested. Don’t pass up a tour by museum director, Georgette Norman, who is a wealth of knowledge about the Civil Rights Movement. The museum is on the site of the Old Empire Theatre, and in front of the bus stop where Rosa Parks was arrested. On a recent media tour, journalists commented on being at the sites where history took place. “I knew about Martin Luther King, but before this tour it was textbook knowledge. The tour [makes it] more real. Now Martin Luther King’s birthday will mean more to me and I feel more of a connection to [him] and the Civil Rights Movement,” said Shuping Lu of China Press in New York. Virgilio Avila of KUVN Univision in Dallas added, “…it’s about the power of God that drew people to take charge of their lives. And if we had that today, we would solve a lot of our problems.”

Travel across town to the intersection of Jackson and High Streets to an area known as Centennial Hill Historic District. In its heyday it was THE neighborhood for prominent Black homes and businesses. Stop in at Malden Brothers Barbershop for a conversation with Martin Luther King, Jr.’s former barber. Nelson Malden was attending Alabama State University during the Civil Rights Movement, and from 1954 to 1958 he was King’s barber. Listen to his animated stories about those turbulent times and see his wall of black and white photos of civil rights demonstrations in Montgomery.

Not far from Centennial Hill is Martha’s Place. Located in an inviting southern home setting, Martha’s offers up home-style southern fare to visitors from all over the world. While enjoying menu items like chicken & dumplings, livers & onions, fried fish, macaroni & cheese, and cornbread; listen to owner, Martha Hawkins talk about growing up during Alabama’s segregation years. Her story of how she started out selling food from her home to get off of welfare is also an inspiration to any African-American who owns or plans to own a business.

From Montgomery, travelers can follow I65 about 100 miles north to the city of Birmingham. The church bombings and violence toward civil rights activists were so numerous here from 1957 to 1964, that the city became known as “Bombingham.” Today, Birmingham’s Civil Rights District is a testament to that turbulent period in history.

The highlight of the district is The Birmingham Civil Rights Institute. Opened in 1992, it’s one of the best museums of its kind in the country. Visitors can spend several hours viewing the interactive exhibits depicting the people and events that fought against discrimination and segregation in this country. Exhibits include: a movie of Birmingham’s history, newspaper clippings, televised interviews, a replica of the jail cell in which Martin Luther King, Jr. wrote his famous “Letter from a Birmingham Jail,” life-size statues, a full-sized greyhound bus that was bombed during that time, movie footage of civil rights demonstrations and Martin Luther King, Jr.’s “I Have a Dream” speech. The Institute also has exhibits on human rights around the world. It’s one of the biggest tourist attractions in Birmingham, and about 160,000 visitors walked its halls in the last two years. “I lived the history and rode on the back of the bus and drank from “colored” water fountains, so it gives me great pleasure to work here,” says Executive Director, Dr. Lawrence Pijeaux.

Visitors should stop outside in front of the museum to check out the bronze statue of Rev. Fred Shuttlesworth, A Birmingham native, and one of the leaders of the Civil Rights Movement. In the 1950’s he pastured Bethel Baptist Church, and formed the Alabama Christian Movement for Human Rights (ACMHR) after Alabama outlawed the NAACP. After the success of the 1955 Montgomery Bus Boycott, Rev. Shuttlesworth invited Martin Luther King, Jr. to Birmingham to become the “Voice of the Civil Rights Movement.” He, along with other activists, was ready to die to overthrow the Jim Crow laws of segregation. In fact, his own home was bombed by the Ku Klux Klan.

During a recent visit to the museum, Rev. Shuttlesworth said, “I used to say that Birmingham is no more than six inches from Johannesburg, South Africa…but today it’s come a long way. I’ll be 81 in two months, and I’m glad I’m around to see it. During the Movement I thought I’d be killed by age 40.”

One corner from the Birmingham Civil Rights Museum is Sixteenth Street Baptist Church, a major participant during the Movement. Tourists come from all over the world to tour the church or to attend a service. Carolyn McKinstry is a tour guide and member of the church. She was just a child on that infamous day on September 15, 1963 when 19 sticks of dynamite were thrown into the basement of the church, killing four little girls in the Ladies Lounge, and wounding 22 others. McKinstry was lucky, because she was in the church at the time, but was able to run out to safety. That event happened one month after the infamous March on Washington, and two months before President John F. Kennedy was killed. Visitors to the church can view a short documentary of the event, which includes the convictions of former Klansmen, Thomas Blanton, Jr. and Bobby Frank Cherry in 2001 and 2002 respectively. Justice was finally served.

Across from the church is Kelly Ingram Park, where many civil rights demonstrations took place. Here is were Birmingham Police Chief, Bull Conner, unleashed attack dogs and fire hoses on about 1,000 student demonstrators, including Carolyn McKinstry, before jailing them. The incident was televised all over the world and helped increase support for the Movement. Take a slow walk through the park and digest the monuments to the sacrifices and triumphs of the Movement, like the bronze sculpture of a policeman and attack dog attacking a child.

The Civil Rights District also includes the Fourth Avenue Business District.” The area was Birmingham’s Black business district during segregation. It flourished as the business, social, and cultural center for Blacks. Businesses in the area included barber and beauty shops, mortuaries, saloons, restaurants, photographic studios, motels, and theatres.

Today many of the businesses have closed, but the buildings still stand. The old Carver Theatre is now home to the Alabama Jazz Hall of Fame where exhibits include a closer look at the jazz legends form the area, like Fess Whatley. Visitors shouldn’t miss getting a tour from Birmingham native and jazz great, Frank “Doc” Adams… a living legend who will add his animated version of historical events which he lived through. For more music history walk a few blocks from the Jazz Hall of Fame and view the memorial to Birmingham’s native son, Eddie Kendrick of the Temptations. Other famous singers from Alabama include: Nat King Cole, Hank Williams, Tammy Wynette, Jim Nabors, and the group Alabama

Though tourists can patronize a few Black-owned restaurants still thriving in the area, the Fourth Avenue Business District is a reminder that most Black business areas were hurt by desegregation. Many lost their glory in the 1960’s when Blacks started patronizing White establishments, and when many Black neighborhoods were destroyed during race riots.

African-Americans are still traveling the road to freedom….but now it’s for economic freedom and ownership. And as the saying goes, “a journey of a thousand miles starts with a single step.” For a copy of Alabama’s Black Heritage brochure, call 1-800-ALABAMA.
–––
Kalin Thomas is a freelance travel reporter & writer through her company, “See the World Productions.” She’s also the Southeastern U.S. travel expert for www.soulofamerica.com. Email address: kalinthomas@yahoo.com.

Go to top