Fraser Communications

Beyond Representation: Multicultural Advertising That Actually Connects with BIPOC Consumers

For many brands looking to expand their market share, reaching multicultural audiences is a pivotal strategy. However, not all methods are effective. Merely swapping out images to appear diverse, without tailoring the message to resonate deeply with Black, Indigenous, and People of Color (BIPOC) communities, can come across as superficial.

At Fraser Communications, we are proponents of moving beyond this surface-level diversity because our agency is run by a social psychologist. As a result, psychology infuses our work, and we borrow insights from sociology. By leveraging insights from these fields and engaging directly with BIPOC voices that address cultural nuances and values, we can create more meaningful connections. Representation alone is not sufficient; let’s explore why.

Want to use sociology-based insights to improve your multicultural marketing? Contact us at Fraser Communications for a free consultation.

The Flaw of Surface-Level Diversity

Traditionally, multicultural marketing equates diversity solely with representation. Brands might diversify the faces in their advertisements to mirror a broader clientele but continue to employ messaging designed for the general market. This approach overlooks a crucial element: authentic cultural engagement.

It is not enough to merely look diverse; the messaging must resonate with the experiences and values of BIPOC consumers. Engaging with cultural insights through sociology allows for a systematic and precise understanding of these nuances.

Sociology-Based Advertising Approaches

Sociology teaches us that behaviors, practices, and interactions within communities are shaped by broader social and cultural structures. Employing sociology-based advertising helps brands create campaigns that genuinely reflect the unique perspectives of different cultural groups.

Connecting with the specific values and stories of BIPOC communities, understanding their family structures, and leveraging BIPOC influencers are key. We’ll now look at some effective case studies of BIPOC marketing from Fraser Communications.

Case Studies of Effective Multicultural Advertising

In one case, a major luxury car brand recognized that while their typical clientele had been predominantly white males, women and BIPOC consumers were a growing demographic. For BIPOC communities, engaging the entire family during the buying process was crucial, as decision-making often involved multiple family members, including grandparents who played significant roles.

In a public health campaign in California aimed at vaping cessation, strategically placed billboards communicated how smoking affects childhood asthma. Insights from sociology showed that BIPOC individuals often travel with family members, making these messages particularly impactful in prompting behavioral change.

In an automotive campaign, a car brand collaborated with Katya Echazarreta, an electrical engineer and the first Mexican-born woman to travel into space. Recognizing her influence and the inspirational power of her story, the brand featured Katya prominently in their advertising materials. Her pioneering achievements and dynamic background resonated deeply with a diverse audience, illustrating the brand's commitment to celebrating diverse role models.

Strategies for Developing Deeper Connections

If you want to increase your multicultural market share, understanding the nuances of your target audience is crucial. Here are foundational principles we use in our methodologies:

  • Conduct extensive research: Utilize sociological research to grasp the cultural dynamics of your target audience thoroughly. This research informs our creative process, ensuring that campaigns are not only culturally relevant but also personally resonant.
  • Engage with the community: True engagement means participating in community conversations and supporting local projects. This demonstrates a genuine commitment to community values.
  • Continual learning and feedback: Engaging with BIPOC consumers should be an ongoing effort that includes regular feedback and adaptations. This iterative process allows marketing strategies to evolve to meet the changing needs and expectations of diverse consumer groups.

If you can follow these guidelines and strategies, you will be on the right track. And if you’d like guidance in this endeavor, we can also help you.


Navigating a multicultural society offers significant challenges and opportunities. Understanding and genuinely connecting with BIPOC consumers is essential for expanding market share.

At Fraser Communications, we are dedicated to developing advertising strategies that respect and reflect diversity, fostering not just sales but meaningful connections. It's a win-win.

Contact Fraser Communications today for a free, personalized consultation on how you can expand your market share with insightful and impactful multicultural marketing.

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