ABSTRACT
Chapter 34 discusses marketers’ most prevalent biases on the Hispanic, Black, and LGBTQ+ segments in America. The author brings three industry experts for each of the segments. This is an important discussion as multicultural consumers expect marketers to increase and improve the way their cultures are represented in advertising, and failing to understand these biases may undermine any investments these marketers make.
The chapter also explores other topics like general market ad agencies working on segment-driven assignments.
