Multicultural budget is insufficient to reach a target audience

Line up budgets with the size of the opportunity. Perform segment and sub-segment opportunity sizing analysis.

Nuance in ideation. Lack of diversity on the team and/or expertise on how to ensure brief has diverse thinking, direction, and perspectives.

Tap into internal and external resources to create a creative review council, ensuring subject matter experts are included from the insight gathering process. From strategy to the creative teams/partners, brief, casting, production and post production, and media planning, inclusivity should be present throughout the entire process.

Brief created without cultural understanding.

Embrace better definitions for your audience

Endemic commits vs. “general” and cultural fluency.

Challenge assumptions, pushing against generalizations or stereotypes. Ask more human-centered questions about diverse audiences

Challenges with audiece definitions

Create a more compehensive and holistic understanding of your audience with deeper cultural EQ and IQ

Prioritizing efficiency over effectiveness

Lack of diversity in creative and production

Significantly improve relevance and resonance of campaigns by authentically portraying target segment

Lack of diversity with agencies and suppliers

Convey supplier diversity goals for agency partners and set goals & expectations for diversity within the team, as well as in front & behind the camera

Supplier Certification

Define tiers for sourcing and procurement by spend and impact