During the "Marketplace: Building Bridges to Diverse Consumers” Super Session, Steve Garcia, founder and president of Lynx Marketing ; Jacqueline Reynolds,executive vice president, chief development officer for Lambesis; and Linda Singh, senior marketing director, fragrances for Coty Inc., explored ways companies can identify, target and build relationships with consumers in multicultural market segments.
Hispanic, Asian, African-American: the mentality of these groups is enterprising-- female Latinas account for the highest growth rate in opening up businesses -- andhopeful. They’re experiencing retro-acculturation, a renewed sense of cultural pride, the panelists explained.
Garcia, Singh and Reynolds (from left to right in photo) cautioned that companies looking to understand and embrace multicultural consumers should recognize cultural cues, but avoid stereotyping. Value the input of the talent in the organization, they advised; building a diverse workforceis a cost-effective way to get feedback to move the hearts and minds of multicultural consumers.