From audience segments to cultural systems: Why Multicultural Marketing matters more than ever
For decades, brands built campaigns around the idea of a “general market.” That assumption no longer reflects reality. Today’s consumers move across overlapping cultural systems shaped by heritage, generation, passions and digital communities. For brands, multicultural marketing is no longer about reaching niche audiences but understanding how culture itself operates. Discover why cultural intelligence has become a strategic advantage and why the general market is fading.