ABSTRACT

Targeted marketing emerged in response to the civil rights movements in the mid-20th century, which argued for the equal treatment of different ethnic identities. Total market is a seismic change from targeted marketing strategies, which explicitly focus on and pursue consumers of specific racial and ethnic groups. Recognizing the importance of non-White communities to a brand’s overall business and incorporating these communities into a marketing plan requires actively disavowing colorblindness, or the belief that disregarding racial characteristics will result in a greater equality. Even as diversity and inclusiveness are rhetorically acknowledged as the expectation of the future American market, incorporating the perspectives and experiences of marginalized groups remains counter to the traditional practices of producing mainstream content. Aggregating markets prohibits considering the nuances or individuality of diverse consumers and a total market approach actually prevents a brand from standing for anything. Respondent after respondent expressed feelings of tokenism when recounting their experiences at mainstream general market agencies.