Call to Interaction
BY Russell Nichols | PHOTO BY Wes Davis
To reach young consumers , advertisers think outside the checkbox
There would be no mariachi music and absolutely no sombreros . When one of her clients ( who shall remain anonymous ) pitched these marketing ideas to appeal to Hispanic customers , Lilly Cortés Wyatt shut them down immediately .
“ This was just five years ago ,” says Wyatt , chief engagement officer of SociosPR , a multicultural communications firm based in Sacramento . “ Inclusive marketing isn ’ t just a quick fix . It ’ s not always about ‘ getting it right ,’ but making an effort and engaging in the conversation .”
Being of Mexican heritage , Wyatt rejects stereotypes and notions of one-size-fits-all branding . Culture , she says , is a vibrant tapestry , and her work entails weaving various backgrounds into the fabric of the brands . She does this by hiring culturally intelligent teams for community outreach , part of a five-step process to connect businesses with multicultural audiences .
“ But so many companies are not doing it the right way ,” she says . “ They ’ re saying , ‘ We ’ ve got to check the box .’ It ’ s not really about checking the box . Inclusivity isn ’ t just about race , gender or orientation ; it ’ s about different worldviews and backgrounds coming together to tell relevant , authentic stories . It ’ s just one way for brands to break through the noise and create a genuine connection with their consumers .”
In today ’ s evolving economy , the demand for different worldviews is at an all-time high , thanks to the youngest generations . Millennials and Gen Z have made it clear that businesses have to be about more than products and profits . A 2015 Cone Communications report found
July 2022 | comstocksmag . com 81