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:
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:
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