Gartner Research

Establish a Multicultural Brand Voice That Connects With Minority Consumers

Published: 09 May 2019

ID: G00388742

Analyst(s): Jack Mackinnon


To create a resonant multicultural brand voice, marketing leaders must understand how minority consumers distinguish between cultural appreciation and appropriation. This research provides an inside look at multicultural consumer perspectives and shows how to navigate cultural content.

Table Of Contents


  • Differentiating Values and Family Ties Underscore Why Cultural Appropriation Is So Problematic for Brands
  • How to Identify Cultural Appropriation
  • The Tension Between Majority and Minority Perspectives
  • What to Do Next
    • Build Bridges by Listening to Internal Minority Voices
    • Demonstrate Proven Interest in, and Passion for, Culture
    • Own Your Brand’s Identity and Cultural Inspiration
  • Avoiding Cultural Appropriation Requires Sustained Brand Commitment

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