Leveraging multicultural marketing can help brands reduce pandemic fallout on marginalised people

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 22, 2020, 5:24 PM UTC

Marginalised sections of the society like the elderly and those with limited opportunities are more at risk from the pandemic.

This piece argues businesses should craft multicultural marketing strategies and messaging to support the marginalised during the COVID 19 pandemic. Committing to DEI (Diversity, Equity, and Inclusion) initiatives can help businesses establish timely, relevant, and bias-free communications to vulnerable demographics.

Communicating in clear and straightforward language and various formats such as braille or large prints can help marketers easily connect with disabled people. Marketers can further use reliable sources to translate information into local languages to reach out to ethnic minorities.

Marketers should ensure their marketing messages consider the health status and living situation of the elderly population. Brands can also include family and healthcare provider tips on caring for the elderly in their messages.

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