Polycultural Consulting Unit.

2020 marks the first year wherein America’s youngest generation becomes majority-minority, and we are looking at a new ‘general market’ in this country. One that is inherently diverse and culturally fluid. One comprised of diverse audiences that demand to be seen, heard, represented and respected. And one that’s fighting for racial and societal equality and justice that’s long overdue.

The BCW Polycultural Consulting Unit goes beyond general market, multicultural or cross-cultural planning to consider an audience’s multidimensional and sometimes fluid markers of identity, highly differentiated life experiences and specific views on racial and societal issues. BCW categorized these indicators into three key pillars of identity to map points of connection, universal insights and shared human truths between client and stakeholders.

Those pillars include:

  • Cultural Heritage, including race, ethnicity, traditions and language;
  • Cultural Status, which considers lifestyle, sexual orientation, education and class/income, among other factors, and;
  • Cultural Zeitgeist, which accounts for factors associated with a moment in time, such as art, economics, fashion, pop culture and vernacular, etc.

Insights gained from this audience analysis are then applied across three sets of offerings which range from research and strategy to internal and external communications programs:

  • Research & Strategy, including primary culture and audience studies; diverse audience immersions; cultural trendspotting; message testing and optimization; and creative and cultural risk assessments.
  • Internal Engagement, which includes the development of programs supporting BCW’s I.D.E.A. Framework, as well as internal audits and strategy; bias interrupter design thinking workshops; engagement strategies for underrepresented employee segments; I.D.E.A. ‘Actions & Impact’ Leadership and Inclusion Council Workshops.
  • External Engagement, including polycultural brand marketing campaigns; segment-specific marketing communications campaigns; corporate reputation and thought leadership initiatives and related issues; and strategic counsel on racial injustice and Black Lives Matter issues.

To learn more, please contact

Polycultural Resources: