We’ve identified, quantified and defined a shift in ethnic identity in the U.S., where the multicultural paradigm is moving to what we’re calling “interculturalism”.

“Intercultural means ‘sharing of culture,’ whereby different ethnicities can adopt elements of one another’s culture. The history of the U.S. is replete with this experience, and African American culture has often set the trend.”

Stephen Palacios, EVP, Added Value Cheskin

It’s more than Multicultural Marketing or Hispanic Marketing or marketing to minorities.  The intercultural lens we apply at Added Value Cheskin is based on the belief that the world can be better explained through cultural values rather than through skin color or country of origin.

Marketing, and how we segment markets in order to maximize our persuasive powers, has the most to gain from adopting this lens.

Because values, which naturally may be expressed differently across different groups of people, tend to be universal.
And so they can be used as the basis for a strategy, and ultimately evoke a stronger emotional connection with a brand.

For more information, contact Stephen Palacios at Added Value Cheskin.

Read our reports:
Cultural Openness Study
NuestroFuturo: Hispanic Teens in Their Own Words
Hispanic Cyberstudy 2010: Marketing to the web’s most rapidly growing population
Greater eChina Insights: Online users in Greater China
Global Market Bias: Color

Books we’ve contributed to:
Navigating the New Mainstream
Hispanic Marketing
China’s New Culture of Cool: Understanding the world’s fastest-growing market

Videos & Podcast
PLMA Live! An interview with Stephen Palacios, EVP, Cheskin Added Value
The Inverted Triangle Dilemma: A Fresh Perspectives Podcast
Segmentation By Level of Acculturation: A Podcast with Miguel Gomez Winebrenner

Case studies:
Discovery en Español: Relevance
Healthcare: Serving Hispanics
Meredith: SiempreMujer
NCLR: Branding for the future of Hispanics
PolloCampero: Serving China

Events we’ve spoken at:
Hispanic Reach Conference
Hispanic Retail 360 Summit
Starbuck’s Hispanic Consumer Day
Kellogg’s Hispanic Consumer Day
Hispanic Health Summit
CHCI Hispanic Heritage Event
PLMA Trade Show