Council Post: 4 Ways Brands Are Quietly Losing The Multicultural Growth War

Multicultural consumers now make up about 44% of the U.S. population, and in younger groups they’re close to or above half, yet many companies still treat them as a niche media allocation rather than a growth engine, according to multicultural marketing expert Hernan Tagliani. In his “Council Post,” he argues that brands risk losing future market share, loyalty, innovation, and long-term value when leadership uses outdated models. Tagliani highlights four problems, starting with ignoring demographic change, then failing to invest in future demand, and allowing organizational silos to reinforce weak strategy—while pushing retailers to better understand local diversity through stores.