Multicultural media buying: 2 perspectives, 6 best practices
- Exverus Staff
- Mar 20
- 5 min read
In 2025, multicultural marketing is mainstream. But appealing to diverse audiences effectively takes some thought, care, and research.
With so much public debate around DEI (diversity, equity, and inclusion) these days, it can be difficult for marketers to know how to proceed.
But the numbers make it clear:
Multicultural and diverse audiences now represent 40% of the U.S. population and are growing faster than the general market. Yet, most brands allocate only 5% of their marketing budgets to reaching these vital consumer segments.
This disparity represents both a challenge and an opportunity for brands.
What is multicultural media buying?
Multicultural media buying is the process of strategically allocating advertising budgets to reach diverse audiences by understanding their cultural preferences and media consumption habits, then tailoring ad campaigns accordingly.
In the late 90s and early 2000s, "multicultural marketing" referred to targeting and messaging intended for minority racial groups, but it has since expanded to include LGBTQ+ groups and people with disabilities.
Many have argued that the term "multicultural marketing" is obsolete because thinking of it as a standalone initiative, separate from regular marketing efforts, only furthers divisions and diminishes the buying power of minority groups.
As Notorious111's Chief Creative Officer Brandon Rochon said in an op-ed for Ad Age,
Gen Z, the most diverse generation in history, has grown up in a world where culture isn’t segmented but shared. They don’t see hip-hop as “Black music” or streetwear as niche—they see it as the culture. Brands that fail to evolve and continue treating multicultural markets as afterthoughts risk irrelevance because, in the new economy, culture isn’t a subcategory—it’s the currency of connection.
And while it's true that including potential consumers of many demographics should be a regular part of any media plan, appealing to underserved groups does take some thought and consideration. When brands go wrong and come across as tone-deaf, the results can be catastrophic.
What is the buying power of multicultural consumers?
EMARKETER data shows that in America, Hispanic consumers are projected to reach $2.8 trillion (with a T) in buying power by 2026, an increase of 320% since 2000.
African-American consumers are projected to reach $2.1 trillion in buying power by 2026, a 183% increase since 2000.
And Asian-American consumers are expected to reach $1.9 trillion in buying power, or an incredible 367% increase from 2000 to 2026.
That's some serious dough.
Myth: Multicultural audiences lack scale
One persistent challenge in multicultural media buying is what industry experts call the "scale myth" – the misconception that multicultural audiences are too small to warrant significant investment. This thinking leads to the 5% budget allocation we mentioned earlier, despite the 40% (and growing!) population representation.
The truth is that multicultural audiences offer tremendous scale. As Gonzalo Del Fa, president of GroupM Multicultural, noted to Adweek,
"Scale doesn't come from the content. Scale comes from the audience."
With modern programmatic advertising and addressable media tools, reaching diverse audiences across various platforms is more efficient than ever.
The Integration vs. Specialization Debate
The industry continues to debate the best approach to multicultural marketing. Some agencies advocate for full integration, where multicultural strategy becomes inseparable from general market planning. Others maintain that specialized expertise remains crucial.
Advocates of the integration perspective argue that separating multicultural initiatives reinforces divisions and treats diverse audiences as "other". They point to Gen Z's fluid cultural identities as evidence that strict demographic targeting is becoming outdated. Integration supporters worry that separate multicultural teams can lead to token representation or relegating diverse markets to smaller budgets.
On the other hand, devotees of the specialized expertise perspective say that different communities have distinct media consumption habits which require targeted approaches. They worry that "integration" often means multicultural considerations get diluted or lost entirely, and they point to failed campaigns where brands misunderstood cultural sensitivities as evidence for specialized knowledge.
At Exverus Media, we believe the answer lies in thoughtful collaboration – bringing multicultural expertise into mainstream marketing conversations from the beginning rather than as an afterthought.
Our SVP of Strategy, Melissa Andraos, explains:
"I believe including specialists with multicultural media expertise is critical for reaching diverse audiences with relevant messaging that speaks to key values in order to build up brand loyalty. To me, it's the most authentic way to foster meaningful relationships."
Best practices for authentic multicultural media buying
Invest in cultural intelligence
This means going beyond surface-level demographics to develop nuanced insights into various communities' values, interests, and lifestyles. What kind of TV, movies, or YouTube shows do they watch? What kind of social content do they enjoy?
Build teams with firsthand cultural knowledge or partner with specialists who understand these nuances beyond demographic statistics.
Plan for multicultural from the start
Integrate diverse audience considerations into initial campaign planning rather than adapting general market campaigns later.
Consumers can quickly detect forced or superficial diversity efforts. Instead of checking boxes, successful brands create campaigns that resonate with genuine cultural relevance and respect.
Privacy-first targeting solutions
Omnichannel media planning for scale and reach
Working with omnichannel DSPs or trading desks allows brands to connect programmatic advertising seamlessly with cultural data signals.
Additionally, partnering with diverse influencers who have authentic connections to your target communities can dramatically amplify your message.
Test and learn
Use A/B testing with brand and performance KPIs to refine your approach, recognizing that diverse communities respond differently to various content and formats.
Support diverse media ownership
Allocate budget to publishers and platforms owned by underrepresented groups, creating a virtuous cycle of representation.
"From my 12 years' experience in multicultural advertising, I believe it is critical to have a Total Marketing Approach, which recognizes the importance of supporting different market segments (General Market, Hispanic, Asian, African-American, etc.) under one campaign idea and tailors the creative messaging and media plan for each segment. With the US population and buying power for these segments growing, we need to keep evolving toward Total Market Approaches." - Vanessa Pinzon, Exverus Media Director
The Future of Multicultural Media
As we move further into 2025, the distinction between "multicultural" and "general market" continues to blur. The most successful brands recognize that culture sits at the center of consumer identity and purchasing decisions.
For Gen Z and younger millennials especially, diversity isn't a political statement—it's their lived reality. Brands that authentically reflect this reality in their media strategies will capture the attention, loyalty, and purchasing power of America's increasingly diverse consumer base.
At Exverus Media, we're committed to helping brands navigate this evolving landscape with strategies that honor cultural nuance while delivering measurable business results. Because in today's marketplace, culturally intelligent media buying isn't just the right thing to do—it's smart business.
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