Tuesday, January 15, 2013

Why Authenticity Matters

The importance of authenticity to  multicultural consumers has been a constant theme among the authors of PMP books about those consumers.  We are proud that PMP authors have been in the forefront of recognizing authenticity and what it means to the multicultural community.

 Perhaps authenticity is so important to reaching multicultural consumers because so often they have often felt lied to, but Pepper Miller, David Morse, Teneshia Jackson, Erin Patton, Isabel Valdes, Cristina Benitez, and Miriam Muley  (in no particular order) have all stressed in their books the importance of having an authentic voice and message,  not something conjured up just to celebrate Black History Month or Hispanic Heritage Month.

The good news is that multicultural consumers recognize authenticity when they see it and reject positions that are designed to pander to them and their interests. As consumers that may make them  a more difficult group to reach, but companies and their marketers who understand the authentic component as a critical part of their messaging have a much better chance of success. Moreover, multicultural employees are an important part of conveying an authentic voice.

Just saying you care about multicultural consumers or adding a few brown faces into your advertisements does not convey authenticity.  You can learn more by reading any of the multicultural titles at Paramount Market Publishing.

1 comment:

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