One size doesn’t fit all – part II

Editor's note: Roben Allong is founder and CEO of insights and strategy consultancy Lightbeam Communications. She can be reached at robena@lightbeamnyc.com. Iris Yim is principal and chief strategist at Sparkle Insights. She can be reached at iris@sparkleinsights.com. Patricia Lopez, cultural insights, Fuel, can be reached at plopezx2@hotmail.com.

The disproportionate impact of COVID-19 on communities of color has exposed and highlighted inequities as well as accelerated the decline of BIPOC trust, especially in heritage brands, government, the justice and health care systems and society at large. For brands, in today’s world – one rife with rising hate crimes, systemic racism and discrimination, instability and economic hardship – expressing empathy is, at minimum, table stakes. BIPOCs, especially Gen Z, are demanding more authentic engagement and active participation in their communities from the corporations and brands that sell to them and use their labor, as is evidenced by corporate giants Delta and Coca-Cola’s position reversal on the Georgia Election Integrity Act of 2021. Increasingly informed and digitally savvy, their voices carry much farther and louder locally and globally, compared to prior generations. Therefore, it would behoove researchers and marketers alike to take a culturally empathetic look at these shifts and the reasons underlying them to glean a more accurate picture of what’s going on. 

So what is cultural empathy, why is it important now and how does it help researchers and marketers? Cultural empathy is next-level understanding that is grounded in generational, cultural and contextual knowledge of microcultures. Microcultures are those that exist within the dominant culture. They are often marginalized but pack an outsized influence punch when they come together over a singular cause. 

Two prime examples are hip-hop music and the Black Lives Matter movement, both of which sprung from disadvantaged, ignored communities with unmet needs. They influence and set the tone for brands and generations of consumers the world over. According to marketer Brandon Graille, hip-hop is beloved globally, drawing the spending power of over $500 billion from the coveted age 18-34 age group. The Black Lives Matter movement has impacted American and the world’s culture and social fabric in ways we haven’t even begun to decipher. At its core, cultural empathy is a superpower that helps us make sense of our own narratives through the lens of culture, validate lived experiences as authentic truth and put inclusivity into practice simultaneously.

Heading into a post-pandemic world, the average consumer is clearly at a crossroads. Using cultural empathy, researchers and marketers can have a more accurate sense of how to incorporate these emerging voices, narratives and needs in a way that is inclusive and promotes proactive exploration of opportunity gaps. Given the seismic consumer shifts brought on by this pandemic, rapidly evolving demography, increasing social media usage and ongoing social movements (#MeToo, #BLM, #CancelCulture, #StopAsianHate, among others), the need to move the business needle from reactive to proactive among microcultural audiences for a bigger, sustainable competitive advantage is only going to increase. 

Black/African American

Among Black Americans specifically, COVID-19 has become the third leading cause of death, based on a recent report by the Brookings Institute. According to the data tracker from the Centers for Disease Control (CDC), the five underlying comorbidities that increase the risk for severe COVID-19-associated illness include chronic kidney disease, chronic obstructive pulmonary disease (COPD), heart disease, diagnosed diabetes and obesity. Black Americans over-index in three of those five. 

During the Spanish flu pandemic, racism and segregation in America restricted Black access to health professionals and health care. More than a century later, access is still limited regardless of geography and many are dying at faster rates than other races as they struggle to get past systemic racism and generational mistrust of government and the medical profession. So it’s no surprise that vaccination rates among this population are lagging.

COVID-19 has sparked not just a racial reckoning but a brand reckoning of sorts. No longer is it OK to deploy messages about Black advocacy without having had a historical footprint. Pre-COVID-19, many brands were already out of touch with this demographic – one that possesses tremendous social and cultural currency – because they only did just enough research to check the box. This created a lack of accurate Black consumer marketing intelligence, which has left heritage and popular brands wondering how to reach and retain this influential audience. 

Black people and their identity are not a monolith. They never were. According to a recent Pew Research Center study (The Growing Diversity of Black America) as the Black population grows and intermarries, so it diversifies – as does the Black identity. What, then, are culturally appropriate, effective ways to empathize and connect so that brand intent aligns with impact?

The answer is complicated. The Black identity is not only diverse but many other ethnicities relate to and are influenced by it. Its cultural signs, codes and symbols are appropriated the world over. For example, hip-hop music and symbolism are used relentlessly by brands in advertising to showcase their “cool” factor. 

For researchers and marketers, cultural empathy – a deeper understanding of a Black culture that has, at its roots, a lack of trust in systems that have both oppressed and failed them consistently – is essential. It is critical to understanding the generational trauma that is part of the Black consumer DNA. Simply creating brand communications with acknowledgement of discrimination, racism and recent social justice protests is not sufficient to overcome centuries of Blacks being erased out of or passed over in history. 

Quite frankly, it’s disingenuous to think that token efforts such as Blackout Tuesday on Instagram hit the mark. For Black Gen Z especially, it is no longer acceptable for corporations to idly stand by and watch while their customers suffer inequality and indignity. Brands are expected to take a stand regardless of potential outcome. And they are also expected to be proactively supportive and present in their customers’ communities. 

So, ultimately, what does this mean for brands and how do they go about applying cultural empathy to win over Black customers and other demographic segments that identify with the culture?

Implications

The real long-term impact of a hijacked economy, societal inequity and mental and emotional trauma (especially on Black Millennials and Black Gen Z, who remain unapologetic on their social media megaphones) has yet to unfold. The advent of a national cultural awakening will undoubtedly remake the way we look at not only Black consumers and race but the demographics influenced by them globally. 

Interestingly, a Pew Research Center study stated that as of 2019, most multiracial Black people are members of Gen Z. The spending power of Gen Z is estimated at $143 billion and 46%, nearly half, are part of the gig economy, in pursuit of expanding their earning potential, according to The Shelf, an influencer marketing agency.

To engage Black people and especially Black Gen Z is to envision a future with them seated prominently at the table, as advocates – digital warriors empowered with technology to change their society in ways that reflect their ideals and not necessarily those fed to them by brands. Black Gen Z, unlike past generations of Black Americans, are inspired by seeing social protests in real time, curated peer creativity through apps like TikTok and possibilities for self-expression without filters and they are looking directly to their culture and its allies to help shape that future. Brands that help them envision the path forward will reap the rewards of new followers, more brand love and loyal customers. Here are four ways researchers and marketers can strengthen their engagement with Black consumers:

First, cultural empathy will be the magic “open sesame” passcode needed to unlock the treasure chest that is the Black identity and mind-set. Researchers especially will need to be versed in historical and contextual perspectives prior to designing and successfully conducting studies. Meeting this consumer where they are mentally and emotionally post-COVID-19 by understanding their journey is key to meaningful engagement. By ensuring transparency when engaging them in research, you’ll activate respondents’ willingness to share, which can yield dividends in their sharing of more insightful feelings and thoughts.

Second, when designing the study discussion guide, consider their hypersensitive, traumatized mind-set, one that has been activated by current social and economic events. Weaving in relevant mental health inquiries and validations at the start and throughout the engagement can build rapport and help relieve stress while lowering barriers to open sharing. In addition, positive sharing promotes feelings of relaxation and freedom and encourages storytelling, so use it to convey validation and permission for them to be authentic and real.

Third, increase meaningful connection by providing safe spaces during the research that are empowering and non-judgmental, even if you’re conducting virtual research. Safe spaces are those that allow for freedom of individual expression and unfettered emotion without filters. Build in more discussion opportunities to allow for this. It’s an emotional time for everyone and it’s OK to acknowledge that. Acknowledgement is a form of validation that suggests “I see you,” a phrase often used in Black lexicon that signifies conscious awareness and cultural empathy.

Fourth, in-house DIY insights teams may not be as skilled or effective as brands need them to be in this instance. A consultant versed in using cultural empathy is comparable to a sonar technician on a submarine, helping your brand seek out new areas of growth and innovation while safely navigating rocky, uncharted waters. They can help you avoid offensive messaging and incorporate relevant symbols and codes that match intent with impact.

Asian American

The escalated violence against Asian Americans in recent months and the Atlanta shootings accelerated the Stop Asian Hate movement, one that had been going on for a year since the beginning of the pandemic but was overshadowed by news of the pandemic and other events such as the Black Lives Matter movement. The pressing need to denounce violence against Asian Americans, influence of Black Lives Matter movement and the jolt from the Atlanta shootings served to unite a very diverse and often divided community under one umbrella to work toward a common cause: to rethink the Asian American identity and racial relations.

What sets the Asian American experience during the pandemic apart from other Americans is a shift in mentality – an increasing fear for personal safety coupled with health and financial security concerns. According to a report released by Stop AAPI crime, between March 19 and August 5, 2020, the organization received 2,583 reports of anti-Asian discrimination nationwide. The majority of the incidents were verbal harassment; 22% were instances of shunning and 9% were actual physical attacks. According to a Pew Research survey released in July 2020, one in four U.S. adults reported it had become more common for people to express racist views towards Asian Americans since the pandemic began and one in three Asian Americans said they had experienced verbal harassment due to their ethnicity during the pandemic. 

This overall hostility towards Asian Americans has exacted a heavy emotional toll. According to a study conducted by multicultural advertising agency Intertrend in March 2020, four out of five Asian Americans reported being worried about racial bias, although only one in five respondents said they had had a negative experience of shunning. 

Aside from the economic and emotional toll from the pandemic, what is most notable about the Asian American experience is perhaps this cultural shift in mind-set. Contrary to their cultural upbringing, one that revolves around perseverance and silent endurance, the confluence of the pandemic, hostility and the Black Lives Matter movement inspired many Asian Americans to speak up about their experience and rethink their relationships with other communities.

The AAPI advertising and marketing community has been very vocal about raising awareness and denouncing discrimination against Asian Americans. During the height of the pandemic in 2020, multicultural advertising agencies IW Group, Intertrend and Admerasia rolled out campaigns to address racial bias against Asian Americans (Wash the Hate, Make Noise Today, Racism is Contagious) in the absence of brand support. The industry organization Asian American Advertising Federation hosted town hall discussions on the issue in partnership with the Association of National Advertisers Educational Foundation. There have also been grassroots efforts led by different community organizations in response to racism and hate crimes against Asian Americans such as Respond2Racism and Stop AAPI Hate. 

A year into the pandemic, there are encouraging signs that the community’s continuous efforts in denouncing discrimination against Asian Americans finally gained traction in the mainstream. Outlets such as Ad Age and the Alliance for Inclusive and Multicultural Marketing have shown support for the AAPI community by hosting events. Some brands have also shown support with social media posts and donations to non-profit organizations for AAPI causes. The Atlanta shootings greatly accelerated and broadened the scope of the #StopAsianHate movement. 

And it’s not only organizations that traditionally support the AAPI community that are taking action. Asian American employees in corporations and general-market agencies are stepping up, most notably Horizon Media’s multichannel PSA campaign against Asian hate, an initiative launched by an internal business resource group representing employees of AAPI heritage. There has also been more pressure for brands to respond to the issue.

In addition to grassroots efforts to speak about their experiences and denounce racial bias and hate crimes, there is also reflection about the Asian American identity and relationships with other communities of color, with realization that the “model minority” myth is part of the systematic racism that keeps other communities of color down. Within-group bias against African Americans also needs to be addressed. As part of the awakening and reflection, there is the demonstration of solidarity with African Americans and participation in the Black Lives Matter movement. Initiatives such as the All of Us movement and Asians for Black Lives from the Asian American Advocacy Fund seek to create mutual understanding of the Black and Asian communities and forge allyship.

Implications

While the complexity of the segment may seem daunting at first glance, there are overall cultural values and synergies between the subsegments that can be leveraged to broaden the reach and connection of your campaign. COVID-19 has rewritten the rules and, consequently, more consideration must be given to communicating and engaging with and marketing to this segment. In spite of the pandemic’s negative impacts, Asian Americans remain a powerful economic force. The aforementioned awakening and increasing representation in mainstream culture such as Chloe Zhao winning the Academy Award for best director and Eddie Huang’s new film “Boogie”  require more thoughtful marketing strategies and communications. Here are four ways in which marketers and researchers can better connect with Asian consumers:

First, in the post-COVID-19 era, where diversity takes on new meaning and business implications, marketers need to rethink inclusion and representation of Asian American consumers in their campaigns. True understanding of the segment with cultural empathy and accurate representation of the multiple dimensions of the Asian American experience in marketing punctuates a brand’s multicultural and diversity, equity and inclusion (DEI) efforts and can be amplified to have broad, general-market appeal. Further, the brand loyalty earned among Asian American consumers will have a significant impact on the bottom line in the post-COVID-19 era when consumers expect brands to take a stand on social issues such as DEI and anti-Asian hate crimes.

Second, it’s important to not only include Asian Americans in your research for representation but also to boost the sample size so that there is a readable base for comparison against other segments as well as the total sample. Given that two-thirds of Asian Americans are foreign-born, it’s also advisable to include an in-language component in your research design so that the research can more accurately reflect Asian American demographics. 

Third, including consultants who have expertise in the Asian American segment can help insights teams and marketers incorporate cultural empathy to read between the lines and translate cultural nuances and insights. Advertising agencies that specialize in Asian American marketing can create different versions of the same campaign to cover different subsegments of the Asian diaspora. 

Fourth, industry associations such as the Asian American Advertising Federation provide secondary research and educational webinars to help fill in the knowledge gap if access to budgets for primary research is not available.

Hispanic

According to numbers reported by Univision, over 14 million Hispanics voted in the 2020 election – record-breaking numbers! It was important to have their voices heard – perhaps in desperation, their last plea for hope and change. Not only were Hispanics dealing with the intensity of the political climate in areas such as immigration, higher education and opportunities for undocumented college students, they were among the segments severely and disproportionately impacted by the pandemic. According to CDC data posted in February, Hispanics were three times more likely to become infected with the virus than their Caucasian counterparts and at that time 20% of all COVID-19 deaths (then nearly 84,000) were Hispanics.

Although the economy continues to be the most important topic for Hispanics, it is not surprising that health care and the pandemic are top areas of concern. As the country shut down, Hispanics were affected the hardest, working as they do in high-risk, frontline industries such as agriculture, construction, landscaping, accommodations, food service and nursing care – none of which can be performed remotely. As their jobs were eliminated or their hours severely limited, income for these brand-loyal, high-buying-power consumers plummeted, resulting in a surge of stress and anxiety levels since many are not able to benefit from unemployment aid or stimulus checks and struggle to continue providing for their families. 

These consumers live in highly dense communities, many in multifamily/multigenerational households, which means those having to leave to make a living are at risk of infecting not only themselves but several families under the same roof – increasing the pressure they feel and the fear for their own well-being and that of their household members. Losing jobs, friends and family members to this virus only fuels the feelings of uncertainty. Even with vaccines being distributed, it is difficult for this community to feel hopeful. 

As of March 22, 2021, 44 million people were fully vaccinated nationwide but it was not until recent weeks that vaccine pods opened in Hispanic areas, finally reaching this underserved community. Given the inequities in general health care access among this segment, it is not surprising that access to vaccines was delayed. 

Although it is important to be aware of this information, it is even more important to understand it and what it means for the Hispanic community. These circumstances have resulted in a shift of mind-set as a consumer. Hispanics had to become smarter shoppers, to make their dollar stretch by seeking and taking advantage of local help and resources available to them. Shopping for more bargains and making smaller grocery trips with a sharper focus on the essentials and necessities, as well as prioritizing purchases, are all part of their new approach. It is crucial that brands understand that consumers’ preferences and likes have not necessarily changed but rather present circumstances such as limited stock of items at stores, loss of jobs, reduced income, financial uncertainty, death and illness have redirected their focus when shopping (what is on sale, generic/store brands vs. name brands, etc.). 

The only way for brands to really understand Hispanics’ current mind-set is to truly understand their situation and where their cultural stressors stem from to gain insights into their perspective as they are navigating a global pandemic. Cultural empathy – putting oneself in the position of someone from a different country/culture to truly understand their point of view – allows us to share their feelings, emotions and perspectives. Gaining cultural empathy will help brands redefine their marketing and research approach to continue resonating and connecting with these consumers. Hispanics represent brand loyalty and significant purchasing power – estimated at over $1 trillion. If they see that brands are working to value, appreciate and understand them as a segment through trying times, their buying power and loyalty will carry over after the pandemic.

Implications

Pre-COVID-19, methodology and research design only took into consideration representation of the various Hispanic segments in each market across acculturation levels and language preferences (Los Angeles – Mexican/Central American; New York – Dominican/Puerto Rican; Miami – Cuban/South American, etc.). Now, there are more factors to consider and account for when conducting research. Here are two of the most essential ones:

First, it is paramount that companies understand the importance of total representation of the Hispanic market when designing research and marketing plans. Furthermore, qualitative research needs to be conducted by a bilingual, bicultural researcher who shares the respondents’ cultural experiences and understands the cultural nuances to translate the findings more accurately into actionable insights.

Second, because COVID-19 has affected different states/regions in different ways, the research approaches need to be specific to each location. Hispanics in different regions find themselves in different circumstances to their counterparts in other areas of the nation and by ensuring that the methodologies encompass these different geographic areas, companies can better understand consumers’ mind-sets in their current situations during and after this pandemic, resulting in a more accurate depiction of Hispanics as a whole and a clear overview of the cultural landscape.