Glenn Llopis makes a great case for multicultural talent matching multicultural marketing. Ironically, as Glenn notes, many organizations still “don’t’ get it.”
To authentically capture the growing multicultural market segments in America, corporations must be more strategic in how they integrate multicultural talent to support business growth. For example, just because Hispanic purchasing power is estimated to reach $1.2 trillion by 2012 does not mean that a company will be successful in its efforts to market to this emerging consumer group. As a result, corporations must get smarter about developing its multicultural talent to lead their multicultural business activities.
It’s simple: organizations need to develop a workforce that grasps the nuances of the consumers it’s targeting. Diversity in workforce is no longer the “right” thing to do – it makes economic sense.