In the present day, the minority market, whether African American, Latino, Asian, or mixed-race, may be regarded as the global market’s fastest-growing segment. That is why a substantial number of companies currently undertake efforts to reach it. This tendency would not exist if targeting minorities was not a sound business practice. However, first of all, it is necessary to admit that any discrimination based on race and ethnicity or the exclusion of particular groups of people concerning marketing is unacceptable. Nevertheless, those companies that pay particular attention to the needs of minorities have considerable chances for success.
In general, targeting minorities will be an inevitable business strategy in the future as social sustainability that implies inclusion, non-discrimination, and human rights protection will be an obligatory part or even the basis of any company’s growth and development. Thus, when it recognizes that “diverse perspectives and backgrounds are a strength, rather than an inconvenience” and makes workforce diversity its overall brand identity and public image, targeting various groups, including minorities, will be right and fairly (Hyder, 2017, para. 4). In addition, the minorities’ buying power is subsequently growing all over the world, and this fact should be considered as well.
It is already possible to notice how organizations that target minorities and tailor their offerings according to people’s needs succeed in the local or international market. For instance, Pizza Patrón offers a special menu, including the Frijolera pizza, on Mexican Independence Day and accepts pesos for payment (Hyder, 2017). Coca-Cola which has a marketing branch focused on Latinos and Blacks launched a digital cooking and health series aimed at African-American mothers in 2015 (Next America Staff & National Journal, 2015). In the same year, Procter & Gamble targeted Black girls and young women through the My Black Is Beautiful campaign (Next America Staff & National Journal, 2015). In turn, McDonald’s has a specific marketing branch for Black customers that sponsors community events and produces minority-targeting social media campaigns.
References
Hyder, S. (2017). The surprising truth about marketing to minorities. Forbes. Web.
Next America Staff & National Journal. (2015). 5 companies that recognize black consumer power.The Atlantic. Web.