Anita's Multicultural Marketing Blog: We Can All Learn A Few Diversity Lessons From The Starship Enterprise

Monday, May 11, 2009

We Can All Learn A Few Diversity Lessons From The Starship Enterprise

Since its television beginnings during the racially turbulent 1960s, “Star Trek” and its franchise that followed — 11 films and a record five spinoffs — has been a reflection of creator Gene Roddenberry's vision of a diverse world.
Multiethnic characters, portrayed by an equally diverse cast, have been Starfleet officers and the villains they faced.

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Understanding The U.S. Multicultural and Women Market And It's Business Potential

Four major changes have occurred in the U.S. market over the last 10 years:

- First, demographic shifts resulting in increased ethnic and women buying power which have motivated more marketers to target these emerging consumers.

- Second, the growth of technology allowed the young and diverse consumers to have access and share any information that speaks to their "core" lifestyle needs (closing the gap).

- Third, in the U.S. there has been a shift in political participation and influence from diverse groups.

- Lastly, globalization calls for U.S. professionals to have a better handle on how international emerging markets influence the domestic markets and vice versa.

The current market landscape requires marketers and advertisers to address the U.S. consumer market with products and messaging tailored to each market segment.

Let's explore these opportunities and share best practices through this blog.