Multicultural Consumers Faced Distinct Challenges during the COVID-19 Crisis

Following the previous chapter’s discussion on Health and Wellness, Chapter 21 zooms in on the different impacts the COVID-19 pandemic had on multicultural segments. It leverages a study conducted by alma advertising, exploring key themes such as the gap in the number of employees from a multicultural background who can work from home, the increase in race-based attacks associated with the pandemic mainly directed at the Asian-American segment, how the gap in crafting and delivering information about the pandemic to multicultural consumers undermines prevention and treatments, and the role grandparents play to cope with the impact of the pandemic in multicultural consumers lives.