Anne-Sophie Lenoir: Ethnic marketing - One size does not fit all

The days of one-size-fits-all marketing are over. Companies must use multicultural marketing approaches and target ethnic segments based on their own cultural framework. However, RSM’s Anne-Sophie Lenoir discovered that when marketeers create ethnic targeting strategies for each cultural group, they usually profile everyone within that group the same way, and overlook the differences between first- and second-generation minority consumers.