EGAMI’s Teneshia Jackson Warner on Multicultural Marketing and Doing Business With a Purpose
As we mentioned yesterday, we went to The 2012 Purpose Awards on Tuesday night, which wasn’t just a celebration of good works, but also the launch of the new book by one of the event’s host, Teneshia Jackson Warner. Profit With Purpose: A Marketer’s Guide to Delivering Purpose-Driven Campaigns to Multicultural Audiences, revolves around the idea that successful businesses focus on more than just profits. It’s also about connecting with audiences through a larger passion.
We presented Warner with a few questions tied to her book, corporate social responsibility and multicultural marketing. Here’s what she had to say…
Madame Noire: You write in your book, “Consumers today understand that business needs to make a profit. But they also believe — unilaterally around the world — that business should be doing this in a purposeful way.” How did we get to this point?
Teneshia Jackson Warner: Throughout the process of writing the book, we referenced a great deal of surveys and market research. Some of the purpose and cause studies references include: MSL Group Cause/Index Study, CBS News Poll April 2011, MSL Group 2010 Brand Values Survey, and 2012 Edelman Goodpurpose to name of a few. As we explored this research, the consistent insight supported the aforementioned point: consumers understand that companies are in the business of making profits. However, they expect these companies to do so, while, at the same time, standing for something in the process.
MN: Nielsen numbers, post-election demographic breakdowns, and projected spending power figures show that multicultural audiences are going to increasingly wield economic power in this country. What does this mean for the prospects in multicultural marketing?
TJW: It means that companies will have to place an emphasis on connecting with the fastest growing demographic in America. In the future, I think we will see more companies make diversity a MUST HAVE internally and externally. What I mean by that is we will continue to see companies make efforts to have a more diverse workforce. It’s a key essential for diversity to start within. After all, some of the greatest ideas and/or new products that resonate among diverse audiences can be traced to an internally diverse workforce within.
Secondly, I think companies will also strive to work with agencies that have diverse teams and strong diversity marketing/communication expertise.