{"id":20940,"date":"2023-12-02T14:26:00","date_gmt":"2023-12-02T14:26:00","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/authenticity-wins-with-multicultural-gift-givers-per-report\/"},"modified":"2023-12-02T14:26:01","modified_gmt":"2023-12-02T14:26:01","slug":"authenticity-wins-with-multicultural-gift-givers-per-report","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20940","title":{"rendered":"Authenticity wins with multicultural gift-givers, per report"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The holiday season is upon us, and, after a rocky handful of years thanks to the pandemic, there are signs that consumers are eager to celebrate like it\u2019s 2019 again\u2014including spending on gifts. That doesn\u2019t necessarily mean everyone will automatically flock to your brand (even if you pull off a viral tweet related to Taylor Swift and Travis Kelce).<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">To help brands \u201cmore effectively establish meaningful reach during the highest new customer acquisition period of the year,\u201d multicultural media company My Code took a look at what kinds of content and channels are most likely to appeal to shoppers from different demographics.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cWith respect to multicultural [consumers], it\u2019s not just that you can be more effective in addressing an audience when you take the steps to message, as well as behave, in a more authentic and understanding way,\u201d Aaron Braxton, GM of research and insights at My Code, told Marketing Brew. \u201cIt also, beyond that, is becoming an expectation.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Who\u2019s who:<\/strong> More than three-quarters (83%) of US adults have bought or intend to buy gifts this year, according to My Code\u2019s holiday report. Several groups of consumers over-index when it comes to gift-giving across occasions compared to the general population.<\/p>\n<ul>\n<li>Asian American, Native Hawaiian, and Pacific Islander consumers are more likely to be in the market for gifts when it comes to celebrating birthdays, anniversaries, and Mother\u2019s Day.<\/li>\n<li>Black Americans also over-index on Mother\u2019s Day.<\/li>\n<li>Hispanic shoppers are most active shopping for Christmas, Mother\u2019s Day, and Valentine\u2019s Day gifts.<\/li>\n<li>Multicultural women over-index on birthdays, Christmas, and Mother\u2019s Day.<\/li>\n<li>Openly LGBTQIA+ consumers are the most active gift givers, over-indexing on Christmas, Mother\u2019s Day, Valentine\u2019s Day, and anniversaries.<\/li>\n<\/ul>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Across all of those groups, including all US adults, majorities said they plan to spend the same amount or more on gifts this year than they did last year. LGBTQIA+ adults were most likely to say they planned to spend the same or more this year, and multicultural women were least likely, My Code found.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Misunderstood:<\/strong> More than six in 10 multicultural adults said they were \u201cmore likely to consider shopping at retailers where they feel understood.\u201d A brand can convey that sense of understanding when it \u201cmindfully represents\u201d the experiences of different consumers, according to the report. At the very least, retailers can strive to achieve this via physical representation in content, per My Code, but the goal should be to ultimately reach what the report calls \u201cemotional representation\u201d as well.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">In the context of holiday content, brands should \u201chave a good understanding of what sort of emotions are activated by particular holidays specific to a culture,\u201d Braxton said. \u201cThen you work that into an advertisement or brand messaging.\u201d<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\"><strong>Channel check:<\/strong> Connecting with consumers also includes working to meet them on the channels where they\u2019re already turning for gift inspo. Those channels change among different demographics, My Code found.<\/p>\n<ul>\n<li>AANHPI audiences are most likely to turn to YouTube, while Black adults most prefer to rely on influencers.<\/li>\n<li>Hispanic audiences tend to gravitate directly to brand websites, perhaps because of improved experiences for dual-language consumers, Braxton said.<\/li>\n<li>Multicultural women and openly LGBTQIA+ consumers mostly use social media for recommendations.<\/li>\n<\/ul>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/12\/01\/how-brands-can-win-over-multicultural-consumers-this-holiday-season?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The holiday season is upon us, and, after a rocky handful of years thanks to the pandemic, there are signs that consumers are eager to celebrate like it\u2019s 2019 again\u2014including spending on gifts. That doesn\u2019t necessarily mean everyone will automatically flock to your brand (even if you pull off a viral tweet related to Taylor [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20941,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20940","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Authenticity wins with multicultural gift-givers, per report | Brandiary<\/title>\n<meta name=\"description\" content=\"The holiday season is upon us, and, after a rocky handful of years thanks to the pandemic, there are signs that consumers are eager to celebrate like it\u2019s\" \/>\n<meta name=\"robots\" content=\"index, follow, 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