Last Spring I was attending a conference focused on diverse human capital management. The speakers were amazing, the room was filled with senior leaders across tech, brand, advertising and media. Everyone was aligned on the change required and left the room locked and loaded to make change happen. No new playbook for change was discussed. …
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Two years ago at an industry conference, Reframe conducted research for our 2017 State of Total Market Industry Report. 1-on-1 interviews were collected from industry titans across brand management, political, advertising – strategy, advertising- creative, advertising – research, media, technology, entertainment and social impact. The findings and insight across the multiple interviews and brands: The workplace …
In our last five posts we learned that many of us share a gap in our cultural know-how, especially when it comes to the new marketplace. This gap prevents us from addressing our total market accurately, leaving us ill prepared to effectively engage much of the new marketplace. In simpler terms, we are missing out …
Transcultural – Seeing oneself “in the other” Trans means across or beyond. Transcultural is rooted in the breaking down of boundaries and the concept that no one culture “belongs” to any one group. Put simply, no one’s culture is predetermined for them. Marketers use it to describe people in the marketplace who were “born into” …
Poly-cultural – A term for an assertion that all of the world’s cultures are interrelated Poly means many or much, it also means to combine form. A polycultural marketplace is one that is comprised of blended cultures. Polycultural marketers know that their marketplace is not only made up of a mosaic of individuals, from different …
Cross-cultural – Celebration of attitudes and behaviors shared across several groups In the United States, practices established by the US Census Bureau often shape how we define value based on race and ethnicity. This impacts how we use and understand terms like cross-cultural. Here’s why. The term “multicultural” is commonly used in the same context as the term “minority.” This …
Multi-cultural – Celebration of attitudes and behaviors relating to, or comprised of several groups The term multicultural is the most frequently referenced term of all of the marketplace groups. This is why it’s important to make certain we’re all communicating the same sentiment when we use terms like “multicultural.” Synonym – Pluralism Where you might have seen …
Monocultural – Celebration of attitudes and behaviors relating to, or comprised of one dominant group. The term monocultural is used in marketing to describe a marketplace where the individuals share a strong bond based on a shared identity. Monoculturalism in the workplace can limit broader thinking and prevent that organization from connecting with those who do …
What if I told you that over the last five decades the approach that companies and agencies have used to address the marketplace and how companies attract and retain women and minorities in the workplace share the same problem? What if I said after 15 months of researching the issue, we believe we have the solution and …