1. Women have many common interests regardless of cultural or ethnic backgrounds. But what special considerations, if any, do you see when communicating messages to African-American, Asian-American and Latina women in the U.S.?
2. New media such as blogs and online communities are increasingly a part of public relations and other marketing programs. Have you seen any differences in the ways women of different cultural backgrounds are responding to or participating in new media? If so, what do you think accounts for those differences?
3. Can you share an example of a company or campaign that does a good job of delivering messages to minority women? What makes the message effective?

Women have many common interests regardless of cultural or ethnic backgrounds. But what special considerations, if any, do you see when communicating messages to African-American, Asian-American and Latina women in the U.S.?

Cheryl Mayberry McKissack: It is important to be as culturally relevant as possible. For example, in the area of health care, minority women have a higher rate of health issues when compared to Caucasian women. Marketers' ability to understand such differences and create messages that inform and empower is critical to the buying decision for women of color. The other consideration is to acknowledge that diversity exists among African-American, Asian-American and Latina women within their own races. Marketers should try to avoid the stereotypes of speaking for all African-American, Asian-American and Latina women and use messaging that connects and celebrates the diversity that lies within the ethnic groups.

Miriam Muléy: While women share a great deal in common and experience many of the same life events, our culture and heritage play key roles in how we experience these moments and respond to the associated challenges.

Some of the more obvious examples of how messages can be shaped to reflect the cultural richness of American women are in relation to beauty, personal care and fashion. Ethnicity and physiology affect women's purchase decisions in hair care, cosmetics, skin care and apparel. Brands must clearly communicate that their products are formulated with the unique needs of women of color in mind and that they have credibility as a brand that understands the importance of personal appearance among women of color, African-American and Latina women in particular. Cultural values – such as the celebration of one's “femininity” as a Latina or the confidence to be a fashion trendsetter among African-American women – must be integrated into the message. Brands – whether they are consumable products or services – are experienced through the lens of cultural and ethnic identity.

A less obvious example that comes to mind is how women of different cultures respond to new employee recruitment messages. A “flexible work environment,” for example, may be the right motivator for a Caucasian mother entering the workforce, but it is not necessarily the prime motivator for all women candidates.

For instance, among African-Americans, being in control of one's destiny and doing so in a way that will garner both self-respect and the respect of others in the community are important motivational themes. Messages that reinforce the idea that joining a company is a great way to build a future filled with opportunities for advancement, recognition and reward are effective because they inspire hope for a positive future. Similar, among Latinas the concepts of “family” and “collective advancement” are important motivational messages. And for Asian-Americans, themes that reinforce association with companies that have a track record of success and produce high-quality, reputable products and services are important.

Thomas Tseng: When it comes to communicating to Asian-American women, you really have to start by thinking about two distinct segments: immigrant Asian women born outside the U.S. and U.S.-born Asian-Americans or those who are predominantly raised in this country (what we call the “1.5 generation”).

For the former – women who emigrated from all parts of Asia, including mainland China, Taiwan, Korea, Vietnam, India, etc. – linguistic preferences and reference points are firmly embedded in the cultural norms and traditions of their home countries. However, in our research, we've learned that immigrant Asian women also tend to be much more socially and culturally malleable than immigrant Asian males. Many immigrant women arriving in the U.S. enjoy much greater freedom from their traditional roles and often adjust better, and acculturate faster, than their male counterparts. They become more adept at English, take on breadwinning roles, achieve a certain stature outside the home, and often become the de facto cultural navigator for their household – at least until their U.S.-born children come of age. You could say that many jump headfirst into American culture with a relish. Nevertheless, they still adhere firmly to certain beliefs and attitudes from their upbringing.

Those born or raised in the U.S. are completely different. It's a group that grew up in two worlds – the immigrant world inside their parents' household and the American one that they experienced at school, work and other social situations. It's a group that is driven by very similar motivations as other women in the general public – a balance of personal and professional ambitions. It's also a group that is English-fluent, if not completely English-dominant. The type of communications and messaging that will resonate will be those in English – but they will resonate more so if the women's identity and unique cultural experiences are included.

Ines Rodriguez-Gutzmer: When communicating to Latina women, it is important to know what they care about, struggle for and fear. Hispanic women tend to be more concerned about education, nutrition and social welfare. Today, Hispanic women are decision makers, breadwinners and caretakers – all rolled into one. According to the U.S. Census, Hispanic women now represent the fastest-growing segment of small business owners – demonstrating the increasing power and influence of Latinas. While emotionally attached to their cultures of origin, they're determined to succeed for themselves and for their families in this new world.

This dynamic causes stress as well as growth. They struggle to adapt to America's fast-paced way of life without leaving behind their passions. This new reality demands change, but emotionally this may not be a comfortable transition.

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New media such as blogs and online communities are increasingly a part of public relations and other marketing programs. Have you seen any differences in the ways women of different cultural backgrounds are responding to or participating in new media? If so, what do you think accounts for those differences?

McKissack: At Nia Enterprises, we conducted a major study in 2005 titled the African-American Household Online. We examined the relationship of African-American women and their families with the Internet, compared to the general population. We found that black women were more likely than their white counterparts to upgrade to a broadband connection in order to use emerging services or new media. Additionally, research done in 2007 indicated that minority women are more likely to participate in blogs and online communities as a way to be heard and express themselves, especially if they feel ignored by traditional media outlets.This was especially true when a situation hit a personal nerve, as in the case of the comments by TV host Don Imus about the Rutgers women's basketball team.

Muléy: From proprietary research, we know that women in general have surpassed men in usage of the Internet and new technology (68 percent of all women browse vs. 66 percent of men). We also know that African-American women are more involved in Web technology than their male counterparts (60 percent vs. 50 percent, respectively). For all ethnic groups, women's desires to network, form bonds, and continuously gather information to make the best possible decision, make new technology, such as blogs and online communities, a medium of choice.

In using new technology, it's important for marketers to understand that women respond to content that resonates on cultural and values-based levels. Based on experience with traditional media, it's clear that reach does not guarantee relevant exposure. On average, African-American households in the U.S. watch more television in primetime, daytime and late night than all other U.S. homes, across all age groups. African-Americans also are heavy users of Black-targeted programming delivered in cable and in print. However, this media usage is enhanced when the right advertising creative elements – using culturally relevant themes, casting and lifestyle situations – is used to connect with the market. Some of the content "pillars" that connect with African-American women include “community and family,” “heritage and ethnic uniqueness,” “respect,” “economic empowerment,” “freedom of choice,” “religious beliefs,” “individuality,” and “successful accomplishment.”

In fact, in my experience, all women of color are “content loyal” rather than “provider loyal.” They will switch media channels based on the content that is offered and its relevancy to their lives. Among Latina women, relevant themes include “family is first,” “an acceptance of delayed gratification,” “collectivism/hard work,” “strong heritage and pride,” and “religious beliefs.” Among Asian-American women, content that reinforces “maintenance of interpersonal harmony,” “importance of family,” “self control/restraint,” “excellence/high quality,” and “respect for elders/ancestors” resonates well.

Tseng: Younger Asian-American women – those that are Gen X or Millenials, in particular – are embracing the new media just like the general market is, if not more so. We already know – and there's a ton of supporting data for this – that Asian-American households are highly “wired.” When it comes to in-home online access, use of PDAs and adoption of new technologies, many Asian-Americans are ahead of the curve. On social networking sites like MySpace, Xanga, and Facebook, Asian-Americans are probably even over-represented in their numbers proportional to the population. Some of this influence comes from Asia, where you have the phenomena of Korea's “thumb generation,” online tomes to fictional manga (comics) or anime (animated film) characters in Japan, entire published books that reside on blogs but are written on cell phones, and a boatload of confessional diaries.

Rodriguez-Gutzmer: The biggest difference is that the Latina population that is online, blogging or participating in social networks is relatively young, under 35 years old, and prefers English content. Less acculturated segments, which are generally older, are still doubtful about relying on the Internet for things that they would rather do in person or share with friends (like shopping, meeting people, etc.). The reason this happens is simple: Latinas love personal interaction and closeness. Getting close and personal is essential.

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Can you share an example of a company or campaign that does a good job of delivering messages to minority women? What makes the message effective?

McKissack: GlaxoSmithKline has done a good job with its FDA-approved weight-loss product Alli. The company has incorporated an inclusive message for minority women with specifics for the ethnic audiences they are targeting. This is reinforced with a variety of realistic advertising messages that include culturally relevant graphics and Web messages and that allow women of color to see themselves and imagine the possibilities of success with the program.

Muléy: The Dove campaign comes first to mind as a beautifully designed and nicely executed campaign that appeals to the aesthetics of all women, yet establishes personal connectivity with women of color. It celebrates skin of all color, age, and type, and in so doing it, celebrates all women of color. In addition, the campaign does a good job of balancing women of different ethnic groups in the creative. It does not elevate one type of skin over another. All skin is good skin.

A second company, Hanes, did a very good job in expanding its business by celebrating the unique physiological differences of women who are larger than a size 2. For various cultural and hereditary reasons, many African-American and Latina women have full, ample figures. However, larger women are not often seen in widely promoted advertising. The Hanes campaign was very successful in appealing to a specific segment of women whose needs were different from the general market – and doing so in a tasteful, uplifting way.

Tseng: At New American Dimensions, we frequently test advertising concepts for agencies targeting specific ethnic groups before the ads are fully executed. Once we test the concepts, we bow out of the picture, so we aren't measuring for effectiveness of the final advertising.

Rodriguez-Gutzmer: There are many examples of good work from companies in America that understand and deliver on cultural relevancy. I will mention just two.

AstraZeneca reached out to Latinas by presenting an energetic and compelling informational campaign designed to empower migraine sufferers to learn more about a disease that has an extremely negative effect on people's workplace productivity, social and family lives. More than three million Hispanics in North America endure needless and incapacitating headaches on an ongoing basis simply because they lack information about this condition. By closing the information gap in a culturally appropriate manner, AstraZeneca believed it could help fight the disease within the Hispanic community and prompt migraine sufferers – mostly women in their childbearing years – to seek treatment.

Procter & Gamble's “Scents” campaign lifted Charmin from the clutter of toilet tissue brands for Hispanic female consumers when research showed that Hispanic women gravitate towards scented products. Interestingly, the Charmin Hispanic Scent adoption rate outpaced the non-Hispanic general market. While Hispanic females were attracted to the “wildflower” scent of the toilet tissue roll, non-Hispanic consumers had hygiene concerns. This cultural norm of sensory pleasures over health concerns is a difference seen in many areas of marketing to Hispanic females vs. the general market. It's not that Hispanic females lack an interest in health; rather that they define hygiene and health differently than non-Hispanics, and providing a pleasurable household environment is a strong value.

The key is uncovering cultural insights about Hispanic females to create successful marketing campaigns.

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