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.

Viewing General Media Doesn't Mean Abandoning Ethnic Media

Many marketers believe that if their target audience uses the general media, their messages do not need to appear in media that are targeted to specific ethnic audiences. PMP author, Pepper Miller, disagrees.

In her recently released book, Black Still Matters in Marketing, Miller writes "African Americans, both young and old are seeking and developing deeper connections with people like them in both online and offline media environments. Black Americans use general market media, but embrace Black media. Being comfortable with diverse media does not mean the abandonment of Black media. It's not one or the other, but both. [Media that targets multicultural consumers] means showing overtly that you are seeking a connection to particular consumer groups in their native settings, social media networks, and through their preferred entertainment."

Miller and the co-author of the chapter on Black media, Kevin Walker, CEO of CultureLab suggest specific TV channels and online blogs and portals that speak to Black Americans.

Black Still Matters in Marketing is found at the PMP website as well as on Amazon and through other booksellers.