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Ethnic marketing to the global millennial consumers: Challenges and opportunities

机译：针对全球千禧一代消费者的族裔营销：挑战与机遇

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This paper reports on an exploratory interpretivist study of global millennial consumers' subjective interpretations of ethnic targeted marketing communications in a multicultural marketplace. Although millennials are the most ethnically diverse generational cohort that has ever existed, little is known about their interpretation of ethnicity depiction in advertising and how they draw from advertising imagery to infer their ethnic identity, social acceptance and inclusion in a culturally diverse society. Within the broader context of the global consumer culture, this paper draws on theories of social identity, persuasion and multiculturalism to investigate whether ethnic marketing is still applicable to reach the diverse millennial consumers. In-depth interviews with the photo elicitation technique were conducted with an ethnically heterogeneous sample of twenty-three millennial individuals in the UK. The findings show that ethnic millennials' multicultural identities cannot be primed through mono-ethnic targeted messages, whereas multi-ethnic embedded marketing communications provide a more effective access for the ethnically diverse millennial consumers in the modern society and can potentially be a viable solution towards enhanced wellbeing and lower prejudice. This study contributes to insights into millennial consumers' experience in the multicultural marketplace, the sociocultural meanings of ethnic advertising and the opportunities and challenges of reaching to this diverse audience.
机译：本文报告了一项探索性解释主义研究，该研究对全球千禧年消费者对多元文化市场中针对种族的营销传播的主观解释。尽管千禧一代是有史以来种族多样性最高的世代，但他们对广告中种族描述的解释以及如何从广告图像中推断出他们的种族身份，社会接受度和融入多元文化社会的知之甚少。在更广泛的全球消费者文化背景下，本文借鉴了社会认同，说服力和多元文化主义的理论，以研究种族营销是否仍然适用于千禧一代消费者。在英国，对二十三个千禧一代人的种族异质性样本进行了光激发技术的深入采访。研究结果表明，千禧一代的多元文化身份无法通过针对单一种族的信息来表达，而多种族的嵌入式营销传播为现代社会中千禧一代的不同族裔消费者提供了更有效的渠道，并且可能是一种可行的解决方案，可以增强健康和偏见。这项研究有助于深入了解千禧一代消费者在多元文化市场中的体验，种族广告的社会文化含义以及接触这些不同受众的机会和挑战。

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