"Edgar Hernandez is the chief strategy officer at MyCode, the largest multi-cultural media agency in the country. It defines growth communities as Black, Hispanic, Asian, Pacific Islander, LGBTQ+, Gen Z and Gen Alpha. Hernandez says that more brands should be thinking about these communities from the value they add as "not only the fastest growing, but also the fastest in growing GDP, and also driving business outcomes.""
"I've long said that marketing to underrepresented and underserved communities like these is not only the future of marketing, it's just just good marketing. Brands that intentionally design their products, services, and experiences for all of their ideal customers attract and retain a more diverse customer base. And because far too few brands focus on these communities, the ones that do, and serve them well, earn their loyalty as a result."
Growth is essential for brands, yet crowded markets using uniform strategies make growth elusive. Growth communities — including Black, Hispanic, Asian, Pacific Islander, LGBTQ+, Gen Z, and Gen Alpha — are rapidly expanding in population and influence and often remain overlooked. These communities contribute faster GDP growth and drive business outcomes. Brands that intentionally design products, services, and experiences for all ideal customers attract and retain a more diverse customer base and earn loyalty. Many brands fail by copy-pasting existing playbooks because one-size-fits-all marketing does not account for identity-driven differences that shape every stage of the customer journey. Success requires adapting approaches to cultural and generational differences.
Read at Inc
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