The Dos & Don’ts of Multicultural Marketing in Today’s Anti-DEI Climate

With diversity, equity, and inclusion (DEI) under the microscope, many brands are feeling uncertain about how to engage with Black, Hispanic, Asian American, and LGBTQ+ audiences. Some may feel pressured to pull back on multicultural investment, risking being seen as outsiders looking in. Others want to lean in fully but question whether the timing is right.

Here’s the truth: How brands show up today will shape their connection with diverse communities—not just now, but for years to come.

So, how can brands navigate this complex landscape? The answer is simpler than you think. The same core principles that have long made multicultural marketing successful are just as relevant today—perhaps even more so. If you need a quick reminder, here are some dos and don’ts to keep in mind.

DON’T

❌ Pull Back When it Matters Most

When budgets get tight, it’s tempting to cut back on multicultural efforts—but ask yourself, what message does that send to the consumers you’ve worked so hard to connect with? Pulling back now doesn’t just mean fewer ads; it risks breaking trust and losing relevance. Consumers notice when brands show up consistently—and when they don’t. If you disappear now, don’t expect them to be there when you’re ready to come back.

❌ Rely on Overused Doom-and-Gloom Messaging

People don’t need more reminders of uncertainty—they’re living it. What they’re craving is authenticity, normalcy, and even joy. The brands that truly connect are the ones that see their consumers, understand their aspirations, and speak to their everyday lives in a way that feels real. So instead of leaning into fear, lean into what inspires, uplifts, and resonates.

❌ Don’t Assume—Take the Time to Understand

Multicultural marketing isn’t about checking a box or leaning on outdated stereotypes—it’s about truly knowing your audience. There’s always more to learn (and unlearn) about different consumer segments. The brands that take the time to listen, dig into real insights, and engage directly with communities will build deeper connections and create campaigns that actually resonate.

DO

✅ Identify and Leverage the Multicultural Business Opportunity

Understanding the unique spending patterns of different consumer segments is essential. For instance, Hispanic households spend more on dining out, while Black consumers outspend others on personal care. These insights should be the foundation for your marketing strategy—shaping where you show up, what messages resonate, and how you engage. 

✅ Address Consumer Expectations

The industry has long emphasized the importance of authenticity, and consumers are more discerning than ever. They can tell when they’re being pandered to, just as much as when they’re being ignored. Acknowledge what’s happening in the world, recognize your consumers' concerns, and show that you understand what they expect from you. Don’t shy away from difficult conversations. Building an honest, genuine relationship with your audience will earn you their trust and loyalty for the long haul.

✅ Stay Nimble but True

Consumer behaviors and expectations shift as quickly as the news cycle, and brands that can listen, adapt, and pivot in real time will stay ahead. Set yourself up to refine your messaging and remain relevant, but don’t fall into the trap of reacting to every single trend or headline. If your strategy is built on deep consumer insights, it won’t just keep up—it will stand the test of time.

Multicultural Marketing Isn’t Just about Doing the Right Thing—it’s about Doing Smart Business 

Brands that invest thoughtfully, stay agile, and prioritize authentic engagement will be the ones that drive real impact and long-term loyalty.

Ready to navigate multicultural marketing with our dedicated Fluency team? Let's talk.

Your Next Read